A percepção do cliente hospitalar em relação ao marketing de relacionamento da indústria farmacêutica

• Autor(a) principal: Pacheco, Eduardo Fontenelle
• Data de Publicação: 2014
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/26963
• topic: Marketing de relacionamento; Médicos; Indústria Farmacêutica

The present study aimed to evaluate the perception of relationship marketing in the hospital segment of the pharmaceutical industry , the practices developed by pharmaceutical companies in the pursuit of loyalty medical professionals and the performance of these actions of relationship marketing . The methodology was performed an quantitative study using interviews with structured questionnaire closed , involving professionals from three medical specialties ( anesthesiology , infectious disease specialists and intensivists ) , which the playing field is predominantly hospital . Three aspects of relationship marketing were addressed in the questionnaire , such as the influence of empathy 's representative on prescription drugs, the degree of dependence in relation to the medical and pharmaceutical laboratory compromised with the same doctor . The results showed that confidence in the pharmaceutical laboratory is crucial in choosing the drug that the scientific information provided to physicians contribute to their training and lastly , as to the commitment of respondents is due more to the relationship with the figure of the representative and his longevity in now that the receipt of gifts , sponsorships and free samples . The research thus provides a contribution to outline the purpose of relationship marketing in the hospital following the pharmaceutical industry .