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Direct marketing, which stands out as a model that provides additional income to housewives in Turkey, has become digital during the pandemic. Dr. Clinic Chairman Yıldırım Hacıabdullahoğlu said, “This business model, which we are used to seeing in cosmetics and cleaning products, is now becoming widespread in different age groups as well as different occupational groups.”

*** This release is originally published in Turkish.
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ISTANBUL (TR) - Direct marketing (network marketing), which eliminates the intermediary systems between the product provider and the end consumer, has changed shape in the pandemic. The face-to-face marketing and direct sales model has adapted to digital technologies in a short time. According to data from the World Federation of Direct Selling Associations (WFDSA), the direct marketing segment grew by 3% in 2020 to reach $179.3 billion. While there are 125.4 million independent marketing entrepreneurs in the world today, the market size in the European region, including Turkey, has reached 37.9 million dollars. Stating that digital technologies are a driving force in the growth of Direct Marketing, Dr. Clinic Chairman Yıldırım Hacıabdullahoğlu said, “Turkey is among those who turn the pandemic into an opportunity in direct marketing by making use of digital technology. The increase in the female labor force participation rate also accelerates the market.”

74% of the world market consists of women

Drawing attention to the role of direct marketing in recruiting women, especially housewives, Yıldırım Hacıabdullahoğlu said, “74% of global direct marketing is in the hands of women. We estimate that this rate is higher in Turkey. As a brand that focuses on social equality of opportunity, we have adopted direct marketing to enable women to start their own businesses. While women can increase their incomes with our fair premium system consisting of different layers, they will also have the opportunity to improve themselves with the training and support we provide. We aim to include not only housewives between the ages of 35-50, who are the main target audience of direct marketing, but also different occupational groups into our team.”

It will bring expertise to the sector with its personal care and cleaning products

Dr. Yıldırım Hacıabdullahoğlu, who mentioned that they will bring hundreds of personal care and cleaning products they have developed as Clinic to consumers only through online sales and direct marketing, said, “We will bring expertise to the cosmetics industry with our many products from prebiotic care cream to collagen and vitamin C supported creams, from stain remover serums to masks. With the trainings we provide to our entrepreneurs, Dr. We will support Clinic's position as a specialist brand. We will meet the qualified entrepreneur needs of the sector.”

It will create a success story from local to global

Underlining that they export to 68 countries in Europe, Central Asia and Africa, especially the USA, Yıldırım Hacıabdullahoğlu said, "As a brand with a young and dynamic team, we aim to bring an innovative approach to direct marketing. We organize meetings and events where our employees can include their spouses and children. "We will increase the dynamism of the Dr. Clinic team with our events. We plan to create a local to global success story by starting our own networking system in Europe and opening it to the world."