Medicos Sin Fronteras

In: Business and Management

Submitted By lucialopez5
Words 5046
Pages 21
III Congreso Internacional de Casos Docentes en Marketing Público y No Lucrativo

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PASTILLAS CONTRA EL DOLOR AJENO DE MÉDICOS SIN FRONTERAS Imanol Egusquiza Martínez Guillermo López Mota Kerman Simón Bolado Tutora: Covadonga Aldamiz-echevarría González de Durana Facultad de Ciencias Económicas y Empresariales UPV-EHU (España) RESUMEN: La institución de la que vamos a tratar en las sucesivas páginas es Médicos Sin Fronteras, una organización internacional que presta ayuda médica y humanitaria en aquellas zonas necesitadas en las que faltan recursos. La acción humanitaria y social que realiza es bien conocida por todos, pero nosotros nos ocuparemos de una reciente acción de marketing que realizan para recaudar fondos de manera que da la posibilidad de participar a la vez que busca sensibilizar a la población sobre el dolor que sufren muchos enfermos olvidados. Nos referimos a las Pastillas contra el dolor ajeno, unos caramelos que han sido producidos conjuntamente por varias empresas que han participado de forma desinteresada con el proyecto y que se distribuyen exclusivamente en farmacias. Al comprar estos caramelos, que no contienen ningún tipo de fármaco, colaboramos para que MSF disponga de más fondos para realizar su labor.

ABSTRACT: The institution that we analyse in the following pages is Medicins Sans Frontières / Doctors Without Borders, an international organization that provides medical and humanitarian assistance in areas where there is lack of resources. The humanitarian and social action this NGO performs is well known to all. However, we will focus on the recent marketing efforts carried out by the organization to raise funds so as to engage the public and raise their awareness about the pain suffered by many “forgotten” patients. We are referring to “Pills against another’s pain”, candies that have been produced by several companies without…...

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