A ética e suas implicações nas ações de marketing dos médicos

• Autor(a) principal: Farah, Eduardo Elias
• Data de Publicação: 2004
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
• Texto Completo: http://hdl.handle.net/10438/2596
• topic: Administração mercadológica; Relacionamento; Bioética; Ética; Responsabilidade; Administração de empresas; Ética médica; Médico e paciente; Médicos - Ética profissional; Marketing de serviços; Marketing de relacionamento; Médicos - Conduta - Aspectos morais e éticos

This thesis integrates the perspective of different fields and disciplines as to the relationship between doctor and patient, such as Medicine, Ethics, Bioethics, Psychology, Responsibility and Relationship Marketing. It addresses environmental issues that affect the doctor, focusing on the potential influence of such issues over the professional's behaviour. It also shows the importance and influence of the doctor/patient relationship and the emotional and mental patient's aspects regarding the healing process. This thesis also presents the most important grounds of Ethics and Bioethics, with focus on the patient's principle of autonomy and agreement, as well as the relationship between Ethics and the doctor's role. It discusses the influence of psychological aspects over general human behaviour and thus over medical behaviour, suggesting a search for the understanding of such aspects as a path to ethical action. It analyses the idea of meaning of life according to Viktor E. Frankl, considering aspects of the doctor/patient relationship and pointing out important issues that must direct the doctor's behaviour and attention. It presents the concepts of responsibility, highlighted as the main foundation for ethical action, and it builds a bridge between responsibility and the legal consequences of current events in medical practice, considering specifically the meaning and impact of Civil Responsibility over the performance of doctors. It addresses the main aspects regarding services, marketing and its influence factors, specially those related to the doctor's activity, presenting the meaning and impact of Relationship Marketing and the Morgan & Huntís model (1994) based on commitment and trust. It presents the results of two research studies on doctors and patients regarding the different aspects found within the doctor/patient relationship. It summarizes and directs behaviour suggestions to be considered by the doctor in order to achieve a more ethical practice.