Neuromarketing as a Tool for Promoting Injection Medicine Services in Rus

Abstract

Considering neuromarketing as a tool for promoting injection medicine services in Russia, the study provides an interpretation of the concept of "strategies for promoting injection medicine services using neuromarketing", since with the development of the Internet an independent direction of digital marketing has emerged, which provides significantly more opportunities for promoting goods and services than traditional marketing. The features of the use of neuromarketing technologies in strategies for promoting injection medicine (IM) services are determined. The study of customer preferences does not stand still; neuromarketing and new technologies for tracking consumer behavior by reading emotions and reactions to products or advertising help companies deeply study needs and create what people want. In retail outlets, tracking the customer’s journey with cameras and sensors helps identify those products that most attract the consumer’s attention. The trend that everything should be digitized is telling companies to change their mechanisms for collecting and processing consumer information. All information about the client must be digitalized in one way or another. End-to-end analytics consists of several levels: advertising, leads, sales, repeat sales. Tools are determined depending on the specifi cs and size of the company. PR and promotion is a technology in marketing, thanks to which public opinion about an organization, brand, and personality is formed over the long term. The goal of PR is to create a proper and mutually beneficial partnership between the company and society, providing reliable information about the company, products and services.