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Summary
THE LEVEL AND THE DETERMINANTS OF INTEGRATION OF PROMOTION-MIX
ELEMENTS USED BY PHARMACY COMPANIES
Nowadays concept of Integrated Marketing Communication (IMC) seems to be a dynamically
developing trend adopted by all kinds of enterprises. Companies aware of modern marketing
tendencies work on putting ideas of IMC into practice. It is thought that promotion mix is a formal
element of marketing communication. The report presented above is intended to sum up the results of
qualitative marketing research carried out in 2005 among the managers of selected pharmaceutical
enterprises (with a maximum of 250 employees) which offer their medicines on the Polish market.
Above all, attention has been paid to describing companies’ activity in the field of integrated
promotion mix. Pharmaceutical companies use various promotion solutions to reach different groups
of customers: patients, doctors, pharmacists and wholesalers. Some of these ways and possibilities of
promotion mix integration have been examined in this article. Moreover, the article presents
a summary of the most important factors, which not only have an influence on the form and content of
promotion mix, but also on the way it is integrated.
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