Nataša Jalen – DOBA Business School Maribor, Slovenia
Tina Vukasović –
DOBA Business School Maribor, Slovenia




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6th International Scientific Conference – EMAN 2022 – Economics and Management: How to Cope With Disrupted Times, Ljubljana, Slovenia, March 24, 2022, CONFERENCE PROCEEDINGS, published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-57-8, ISSN 2683-4510


Health is a basic human value and we cannot and should not set a price on it, but we can try to understand its value through the prism of morality, ethics, science and human connections. Health cannot be evaluated through the prism of moral principles (is a person good or bad, is he worth helping, is his contribution to society big enough for society to take care of him…). . Some individuals struggle with incurable diseases from birth and spend their entire lives searching for that piece of help or solution that would alleviate their suffering and pain and enable them to live a dignified life.

The purpose of the article is to present the design for the development of a conceptual model, which will be the basis for subsequent empirical testing and the development of a marketing model for the entry of an orphan drug into the market, developed with the implementation of established marketing approaches and insights gained in qualitative research with a con­structivist approach, and a designed marketing strategy that will follow the legislative and ethical principles required for the marketing of medicinal products


Conceptual marketing model; Medicinal product; Health technologies assessment; Orphan drug;
Constructivist grounded theory


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