CORRESPONDENCE ANALYSIS APPLIED TO EVALUATION OF PHARMACEUTICAL ADVERTISING TO MEDICAL PROFESSION

• Autor(a) principal: Nascimento, Carlos Alicio
• Data de Publicação: 2010
• Outros Autores: Zanella, Andreia, Seidel, Enio Junior, Seidel, Luis Felipe Dias Lopes
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Sistemas & Gestão
• Texto Completo: https://www.revistasg.uff.br/sg/article/view/V5N1A1
• topic: pharmaceutical advertising; relationship marketing; marketing search; questionnaire; medical profession; pharmaceutical advertising; relationship marketing; marketing search; questionnaire; medical profession; Propaganda farmacêutica; Marketing de relacionamento; Pesquisa de marketing; Classe médica

This work aims to evaluate the importance of pharmaceutical representatives in theadvertising of pharmaceuticals for the medical profession in order to improve the relationshipmarketing that they employ in their work. For a satisfactory conclusion, a representativesample of doctors from the Center-Western and “Vale do Taquari” regions (RS) was selected,to which a questionnaire consisting of thirteen closed questions was applied. As for theanalysis of data, the descriptive statistics and correspondence analysis were used, whichallowed better understanding of the results and identify possible associations betweenvariables. The results show the need for a more aggressive and innovative marketing policycompletely focused on the customer and with strong investments on the pharmaceuticalrepresentative’s image.