De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk

Terug naar zoekresultatenDeel deze publicatie

How PRA Health Sciences can attract German students for clinical trials through online communication

Rechten: Alle rechten voorbehouden

How PRA Health Sciences can attract German students for clinical trials through online communication

Rechten: Alle rechten voorbehouden

Samenvatting

The purpose of this research report is to elaborate on research that has been conducted for PRA Health Sciences Groningen by providing recommendations for an online marketing communication strategy that aids to create awareness among German students about clinical trials by PRA, and convinces them to act to apply for a clinical trial. PRA currently only focused on recruiting volunteers in the Netherlands, but wants to expand their target market to Germany as Dutch volunteers alone are not always available in big enough quantities to fill a research group. As volunteers must speak Dutch or English in order to be eligible for participation in a clinical trial at PRA, the company wants to focus on German students in particular as this group is likely to speak English sufficiently enough to communicate to the staff in the clinic. As PRA thinks that students are very active online, it was requested that the communication strategy would be focused on online communication.
The research areas online communication, persuasion techniques and German culture were chosen because the knowledge these areas provide could be applied to an effective online communication strategy for German students. Empirical research was performed in the form of a focus group and survey in order to answer the research questions that were derived from the theoretical areas, and these research results were supported by secondary data. Unfortunately, the research results obtained by both the focus group and survey lack some validity and reliability and the conclusion that could be derived from the research results is therefore just an indication, as the research results could have been different if the outcomes of the research methods did not have these validity and reliability issues.

Toon meer
OrganisatieHanzehogeschool Groningen
OpleidingInternational Communication
AfdelingInstituut voor Communicatie & Media (tot 20 oktober 2017)
Instituut voor Communicatie, Media & IT [vanaf 20 oktober 2017 - ...]
Jaar2017
TypeBachelor
TaalEngels

Op de HBO Kennisbank vind je publicaties van 26 hogescholen

De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk