Itsehoitolääkkeiden jakelukanavaverkoston laajentuminen Suomessa

Tutkielman tavoitteena oli tutkia itsehoitolääkkeiden jakelukanavaverkoston laajentumista Suomessa. Päätavoitteena oli löytää erilaisia tulevaisuuden toimintamalleja, ja tutkia, onko jakelun vapauttaminen uhka vai mahdollisuus lääketeollisuudelle. Lisäksi tutkielmassa oli tavoitteena selvittää millaisia erityisvaatimuksia itsehoitolääkkeiden jakeluunliittyy ja mitkä tekijät puoltavat ja mitkä jarruttavat itsehoitolääkkeiden kilpailun vapauttamista Suomessa. Tutkielma jakautuu teoreettiseen ja empiiriseen osaan. Teoreettinen osa keskittyy tarkastelemaan jakelukanaverkoston laajentumista lääketeollisuudessa. Empiirinen tutkimus toteutettiin laadullisena case-tutkimuksena ja tutkimusmenetelmänä käytettiin puoli-strukturoitua haastattelua. Tutkimustulokset osoittavat, että itsehoitolääkkeiden jakelun vapauttaminen on monitahoinen kysymys jamielipiteet sen tarpeellisuudesta ja hyödyllisyydestä vaihtelevat suuresti lääketeollisuuden jakelukanavan eri jäsenten välillä. Itsehoitolääkkeiden vähittäisjakelu voitaisiin tulevaisuudessa järjestää mahdollisesti joko vain apteekeista, tai apteekeista ja päivittäistavarakapoista. Mahdollisuutena olisi myös saada itsehoitolääkkeitä hotelleista ja ravintoloista, huoltamoista ja kioskeista. Lääkkeitä voisi ostaa myös erilaisista automaateista ja internetistä. Uudet kaupan muodot olisivat mahdollisia jos itsehoitolääkkeiden jakelu vapautuu tulevaisuudessa.

Creative brand launch in phamaceutical over-the-counter markets – case Burana

The purpose of this study is to examine how a launch of a pharmaceutical over-the-counter sold (OTC) brand can be done by using creative solutions and thus affecting the product life cycle. The study is inspired by a phenomenon called Burana. The Burana brand has been a market leader of OTC painkillers in Finland for the past 27 years. The aim of this study is to “solve the mystery” behind Burana brand’s success by focusing on the launch phase of Burana as an OTC medicine. Farmos Group Ltd (the owner of the brand in 1980´s) had not originally invented the product in question – ibuprofen – and the product had already reached it´s maturity phase, if not even decline from the product life cycle aspect when this phenomenon takes place. This has made the marketing choices, the product launch phase as well as the product management even more interesting from the company point of view as well as from a learning point of view. The methodology in this study is qualitative with a descriptive research strategy, while the study is conducted as a longitudinal single-case study. The methods used in this study have been collecting, analyzing and interpreting the data, which is based on the interviewees’ comments and observed behavior. According to the study, the successful launch phase helped in setting the product one step ahead of the competitors and thus aided the brand leadership and prolonged the product life cycle. Another notable aspect that became clear from the interviews and the documentary of Burana´s launch phase was the innovative idea of involving the people of the distribution chain into the product launch through education. As this study has pointed out, it is not enough to for a company to build an innovative team of employees, but also to offer them an involved and encouraging management. According to the interviews, the support from the company management gave the marketing team the encouragement to be innovative. It can be thus stated that the management of a company has an essential role in fostering the creativity within the company.

The Influence of Informational and Emotional Advertising Appeals on Advertising Effectiveness – Consumers’ Perspective on the Over-the-Counter Product Advertisements in Finland

Consumers face enormous amounts of promotional messages daily whereas the pharmaceutical companies among other industries spend considerable time and money developing effective advertising strategies. There are multiple possible ways to appeal the target customer in order to increase the effectiveness of the advertisement. In spite of the various possibilities to categorize persuasive communication, the informational and the emotional appeals are the typical approaches. This study assesses the influence of the informational and emotional advertising appeals on the advertising effectiveness in the context of OTCs in Finland. The research method applied in this study is a quantitative survey. The data consists of 461 responses from the target population of 18–80 years old Finnish speaking consumers. The results from the marketing research indicate that the positive correlations of the emotional appeals are much stronger than the positive correlations of the informational appeals relating to the advertising effectiveness. However, on average the Finnish consumers experience the OTC advertisements relying on the informational appeals more effective than the OTC advertisements relying on the emotional appeals. Furthermore, within emotional appeals there is a much greater variety in the experienced advertising effectiveness not providing as stabile and consistent experienced advertising effectiveness compared to the informational appeals. Thus, the OTC advertisement relying more on the emotional appeals are much more risky in terms of advertising effectiveness. There are also differences with the experienced advertising effectiveness between the Finnish consumer groups and the information can be utilised when designing tailored OTC advertisements. The Finnish men consider humorous advertisements more effective than the Finnish women. In addition, the people living outside Uusimaa Region experience higher advertising effectiveness with the advertisements relying more on the informational advertisements compared to the people living in Uusimaa Region. In similar vein, the people with lower education experience higher advertising effectiveness with the advertisements relying more on the informational advertisements compared to the people with high education. Additionally, the older generation perceive an OTC advertisement with a middle-aged celebrity more effective than the younger consumers

Apteekkien kannattavuuden kehittäminen toimintolaskentaa soveltaen

Apteekkiliiketoiminta eroaa tavallisesta liiketoiminnasta erilaisten lakisääteisten velvoitteiden vuoksi. Alan regulaation viimeaikainen kehitys, kuten lääkevaihto, viitehintajärjestelmä sekä näiden tuoma lääkkeiden tiukentunut hintakilpailu, ovat tuoneet haasteita apteekkien kannattavuuteen. Tuotevalikoima- ja varastonhallinta ovat nousseet yhä tärkeämpään rooliin. Tutkimuksen tavoitteena oli kehittää apteekkien kannattavuutta toimintolaskentaa soveltaen. Toimintolaskennalla kahdelle apteekille tuotettiin kustannus- sekä tuotekannattavuustietoa. Tutkimuksen teoreettinen viitekehys koostui toimintolaskennan sekä apteekkiliiketoiminnan aikaisemmasta tutkimuksesta. Tutkimuksesta kävi ilmi, että kummassakin apteekissa oli erittäin laaja tuotesortimentti. Itsehoito- sekä vapaan kaupan tuotteiden tuotesortimenttia järkeistämällä kannattavuutta voitaisiin parantaa. Monesti tuotekategorioissa on useita saamaa vaikuttavaa ainetta sisältävää valmistetta usealta eri toimittajalta mikä heikentää kannattavuutta. Tuloksista kävi ilmi myös, että tulevaisuudessa vapaan kaupan tuotteet tulevat olemaan tärkeässä roolissa, mikä korostaa markkinointi- ja myyntiosaamisen tärkeyttä. Reseptilääkkeissä kate ei näyttäisi kattavan kustannuksia, minkä vuoksi varastonhallintaan on kiinnitettävä huomiota.

A recent change in size distribution of blue mussels (Mytilus edulis) in the western part of the Gulf of Finland

Markus Öst & Mikael Kilpi

The use of quantile trees in the prediction of the diameter distribution of a stand

Abstract

Travelling on the Ice over the Gulf of Bothnia to Finland

London : Joseph Mawman 1802

The Effect of Operational Disturbances on Reliability and Operation Time Distribution of NCmachine Tools in FMS

This thesis concentrates on studying the operational disturbance behavior of machine tools integrated into FMS. Operational disturbances are short term failures of machine tools which are especially disruptive to unattended or unmanned operation of FMS. The main objective was to examine the effect of operational disturbances on reliability and operation time distribution for machine tools. The theoretical part of the thesis covers the fimdamentals of FMS relating to the subject of this study. The concept of FMS, its benefits and operator's role in FMS operation are reviewed. The importance of reliability is presented. The terms describing the operation time of machine tools are formed by adopting standards and references. The concept of failure and indicators describing reliability and operational performance for machine tools in FMSs are presented. The empirical part of the thesis describes the research methodology which is a combination of automated (ADC) and manual data collection. By using this methodology it is possible to have a complete view of the operation time distribution for studied machine tools. Data collection was carried out in four FMSs consisting of a total of 17 machine tools. Each FMS's basic features and the signals of ADC are described. The indicators describing the reliability and operation time distribution of machine tools were calculated according to collected data. The results showed that operational disturbances have a significant influence on machine tool reliability and operational performance. On average, an operational disturbance occurs every 8,6 hours of operation time and has a down time of 0,53 hours. Operational disturbances cause a 9,4% loss in operation time which is twice the amount of losses caused by technical failures (4,3%). Operational disturbances have a decreasing influence on the utilization rate. A poor operational disturbance behavior decreases the utilization rate. It was found that the features of a part family to be machined and the method technology related to it are defining the operational disturbance behavior of the machine tool. Main causes for operational disturbances were related to material quality variations, tool maintenance, NC program errors, ATC and machine tool control. Operator's role was emphasized. It was found that failure recording activity of the operators correlates with the utilization rate. The more precisely the operators record the failure, the higher is the utilization rate. Also the FMS organizations which record failures more precisely have fewer operational disturbances.

The pH-dependent phase distribution of wood pitch components in papermaking processes

Wood contains only a very small amount of lipophilic extractives, commonly known as wood pitch. The pitch is known to cause severe problems in papermaking processes. The amount of pitch in process waters can be decreased by seasoning of the raw material prior to pulping, pulp washing, removal of pitch by flotation, adsorption of pitch onto various mineral surfaces, and retention of pitch to the fibre material by cationic polymers. The aim of this study was to determine the influence of pH on some of the methods used for pitch control. Experiments were performed using laboratory-made wood pitch emulsions with varying pH, salt concentration, hemicellulose concentration and pitch composition. These emulsions were used to study the phase distribution of resin and fatty acids, the colloidal stability of pitch with and without steric stabilisation by galactoglucomannans, and the interactions between wood pitch and mineral particles. Purification of unbleached and peroxidebleached mill process water was performed by froth flotation in combination with a foaming agent. The distribution of resin and fatty acids (RFAs) between colloidal pitch droplets and the water phase was very dependent on pH. At pH 3, almost all of the RFAs were attached to the pitch droplets, while increasing the pH led to increasing concentration of dissolved RFAs in the water phase. The presence of salt shifted the release of RFAs towards higher pH, while lower ratio of neutral pitch in the emulsion resulted in release of RFAs at lower pH. It was also seen that the dissolution and adsorption of RFAs at sudden pHchanges takes place very quickly. Colloidal pitch was more stable against electrolyte-induced aggregation at higher pH, due to its higher anionic charge. The concentration of cationic polymers needed to aggregate colloidal pitch also increased with increasing pH. The surface characteristics of solid particles, such as amount of charged groups, were very important for understanding their interactions with colloidal wood pitch. Water-soluble galactoglucomannans stabilised the colloidal pitch sterically against aggregation, but could not completely prevent interactions between wood pitch and hydrophilic particles. Froth flotation of unbleached and peroxidebleached process water showed that the pitch could be removed more effectively and selectively at low pH, compared to at neutral pH. The pitch was removed more effectively, using lower concentrations of foaming agent, from peroxide-bleached water than from unbleached water. The results show that pH has a major impact on various pulping and papermaking processes. It determines the anionic charge of the colloidal pitch and the solubility of certain pitch components. Because of this, the pH influences the effectiveness of pitch retention and removal of pitch. The results indicate that pitch problems could be diminished by acknowledging the importance of pH in various papermaking processes.