Um estudo sobre inovação no setor de medicina diagnóstica

• Autor(a) principal: Souza, Alessandro Benetti de
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://tede2.pucsp.br/handle/handle/22160
• topic: Medicina diagnóstica; Tecnologia de laboratórios médicos; Marketing de serviços; Diagnostic medicine; Medical laboratory technology; Marketing service; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

Health is one of the most valued and important aspects of human life. Since ancient times, man has been studying and researching ways to prevent and cure diseases. Innovation, to varying degrees and intensities, has always been present in the healthcare sector. As part of this segment, the diagnostic medicine sector has been transforming and adopting innovation, both technological and service level, as work agenda and instrument of growth and differentiation. For the diagnostic medicine industry, the current scenario is quite complex. On the one hand, there is a trend in preventive medicine, a more demanding and well-informed consumer, mergers and acquisitions in the sector, increase in the number of users of private health plans, positive characteristics in the demographic scope and the other, high competition between laboratories and the general economic crisis and also in the services sector. Through a theoretical survey and the application of a quantitative research with users of diagnostic medicine centers, this study seeks to analyze aspects of technological innovation and services for the final consumer - patients - of the diagnostic laboratories. It also aims to investigate the main factors that influence the buying behavior of these consumers and, consequently, the attributes valued by them when choosing a diagnostic laboratory. The research results show a consumer who values technological and services innovation, but also chooses the diagnostic laboratory by the acceptance of its health plan, the quality of the clinical board, and the credibility and trust in relation to the laboratory. Attributes such as cleaning, punctuality in the achievement and delivery of test results, and clarity in the presentation of test results were also considered fundamental for the research sample