Focusing Equally on Education and Promotion

1. What marketing activities have you focused on in 2023?

Over the course of 2023, we have been focusing on the active communication and interaction with our consumers. Apart from putting doctors and pharmacists in the spotlight, we have also made liaising with end users our priority in 2023. This hasn’t been limited to product launches and promotions only, but it also included the education of entre population on important health-related topics such as co-administration of probiotics and antibiotics, what irritable bowel syndrome is and how it is prevented and treated, the importance of SPF protection for skin health, etc. In addition, our consumers take part in an extensive international STADA health survey, providing valuable insight into general health, habits, and attitudes of the population. Our focus on the education of consumers is equally important as our promotional activities to us, so on that account, in 2023 we have marked 20 years of PROBIOTIC, as one of the top-notch local brands which has largely contributed to building awareness about the importance of taking probiotics and their impact on general health.

2. What type of marketing activities will you spotlight in 2024: new products, pricing policy, distribution, or promotional activities?

Our plan is to expand the portfolio, i.e., introduce new products, in order to provide a wide range of options in various CHC/OTC categories to our consumers. As the industry leader, Hemofarm aims to provide our consumers with the latest and most innovative products in all pharmacotherapeutic groups.

3. Which problems of your corporate marketing have you pinpointed in 2023? Could you give the proposals to solve them?

Quality integration of new talents both into the team and the system is crucial not only in marketing, but also in all the functions of any industry. What we at Hemofarm are proud of is that we have managed, supported by our onboarding process, to introduce new people to our industry easily and quickly. Nowadays, the crucial thing for marketing is to be fast, efficient and able to adequately respond to market changes and meet the consumer needs in the best possible way.

4. What are your expectations when it comes to trends in the field of marketing, advertising, and the media in 2024?

As for the trends in 2024, my expectations align with those in the previous years – continuation of digitization of the media space, additional investing in digital advertising, personalization, as well as the development of own communication channels. However, our focus will also be placed on sustainable development, particularly in the area of new products development and the creation of promotional materials. Taking into account that Hemofarm is the leader in sustainable business, it is of the utmost importance that we educate the market through our activities and perceive everything through the prism of added value that we bring to every consumer.

Source: [SEE MARKETING 2023/24] IVANA BOJBAŠA, Hemofarm: „Tokom 2023. fokus nam je bio na aktivnoj komunikaciji i interakciji sa našim potrošačima” - Advertiser Serbia (advertiser-serbia.com)