engleski

INFLUENCE OF BRANDING OF CLINICAL TRIALS IN HEALTH SECTOR ON DECISION TO PARTICIPATE IN CLINICAL TRIALS AND THEIR RECOGNITION IN CROATIAN MARKET

Each year, the pharmaceutical industry develops and introduces new medications and medical products which must go through complex clinical procedures. These procedures have been intensified due to the rapid development of new technologies, while the availability and effectiveness of new medications and medical products is the result of complex, long-term and expensive research which enables successful development of medications from the development stage to registration and market placement. Most clinical research conducted in Croatia is a part of multinational clinical research, meaning other countries are involved as well. This fact puts in focus the question of the importance of clinical trials branding and the development of internationally recognized brands, because clinical testing must prove that the discovered formula is more effective in treating certain diseases and better than the therapies available on the market. The Croatian public is not sufficiently informed about the importance and manner of conducting clinical trials, which results in distrust and prejudices towards the trials, with low public awareness of their significance for the development of medicine and progress mankind. In view of the importance of conducting clinical trials, in this paper we have researched brand elements that influence public awareness of the future and present subjects in clinical trials, which are crucial for the branding of this service, successful communication of the brand to consumers, that is, users, and creating an advantage in the competition on both the local and global market. Using a paper-based questionnaire we investigated brand elements related to clinical trials in a group of patients at the Unit of Clinical Pharmacology of the University Hospital Centre Zagreb, as well as in a group of healthy individuals, using the same questionnaire publicly available in electronic format

clinical trials, clinical study, brand, market, clinical trial branding

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