NFC as an Instrument for Better Health: Assessing the Conceivability of Utilizing NFC Technology in Health and Medical Marketing
Atroshi, Allan (2012)
Atroshi, Allan
Metropolia Ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012062112930
https://urn.fi/URN:NBN:fi:amk-2012062112930
Tiivistelmä
The main objective of this research was to uncover the potential of Near Field Communication (NFC) technology solutions for Health and Medical marketing, primarily from the perspective of the business-es. More specifically, to assess the possible benefits, challenges and ultimately the conceivability of utilizing NFC Technology solutions in Over-the-Counter (OTC) Pharmaceuticals, in Finland.
The framework of the research consists of two main chapters. The initial chapter, the Literature review includes several key aspects. Firstly, explanation over NFC technology, its usage modes, future predictions and safety or security concerns. Secondly, an overview of Finnish OTC Pharmaceutical Markets and marketing, along with relevant findings concerning Health and Marketing, specifically the possibilities of NFC technology in Health and Medical marketing. Thirdly, relevant theories and findings concerning consumers’ decision making, adoption processes and technology acceptance. The second chapter consists of the explanation and illustration over the novel NFC concept solution, the PIS – a personal mobile drug checker, used as the practical example throughout this research. As well as find-ings over the possible future of OTC Pharmaceutical Markets in Finland.
The primary research method in this thesis was qualitative. The study was conducted through semi-structured personal interviews, with professionals from the Pharmaceutical and Medical industry, in order to find answers to the research questions.
The research findings indicated that there are several benefits that could arise from the utilization of such NFC solutions, as the PIS, in OTC Pharmaceuticals. Most apparent were the possibilities for im-proved point-of-sale communications and services, post sales support, and the ability for the businesses to positively differentiate their products and services i.e. competitive advantage. However, several challenges were also noted, most apparent challenges were concerned with the current infrastructure i.e. the current level of devices and services.
Ultimately, the validity of the assessed research questions was established, with findings that indicated the distinct conceivability and plausibility of such solutions. The results can hence be used to further research and determine actual practicalities and determinants involved in the implementation of such systems. For this purpose, future research should focus on aspects concerning consumers’ acceptance and willingness towards adopting and using the technology.
The framework of the research consists of two main chapters. The initial chapter, the Literature review includes several key aspects. Firstly, explanation over NFC technology, its usage modes, future predictions and safety or security concerns. Secondly, an overview of Finnish OTC Pharmaceutical Markets and marketing, along with relevant findings concerning Health and Marketing, specifically the possibilities of NFC technology in Health and Medical marketing. Thirdly, relevant theories and findings concerning consumers’ decision making, adoption processes and technology acceptance. The second chapter consists of the explanation and illustration over the novel NFC concept solution, the PIS – a personal mobile drug checker, used as the practical example throughout this research. As well as find-ings over the possible future of OTC Pharmaceutical Markets in Finland.
The primary research method in this thesis was qualitative. The study was conducted through semi-structured personal interviews, with professionals from the Pharmaceutical and Medical industry, in order to find answers to the research questions.
The research findings indicated that there are several benefits that could arise from the utilization of such NFC solutions, as the PIS, in OTC Pharmaceuticals. Most apparent were the possibilities for im-proved point-of-sale communications and services, post sales support, and the ability for the businesses to positively differentiate their products and services i.e. competitive advantage. However, several challenges were also noted, most apparent challenges were concerned with the current infrastructure i.e. the current level of devices and services.
Ultimately, the validity of the assessed research questions was established, with findings that indicated the distinct conceivability and plausibility of such solutions. The results can hence be used to further research and determine actual practicalities and determinants involved in the implementation of such systems. For this purpose, future research should focus on aspects concerning consumers’ acceptance and willingness towards adopting and using the technology.