MARKETING DE RELACIONAMENTO E PRESCRIÇÃO MÉDICA: UM ESTUDO NO ESTADO DO PIAUÍ
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Marketing & Tourism Review |
Texto Completo: | https://revistas.face.ufmg.br/index.php/mtr/article/view/5546 |
Resumo: | The job of the Vendor Propagandist (VP) is intended to help identify and influence physician behavior in a product market that has a trademark and needs prescription. Thus, what makes a medical class absorb the relationship marketing applied by the pharmaceutical industry, with the assistance of VP, in order to influence yours prescriptions? With this guiding question, this paper intents evaluate this practice, in accordance with the Resolution of the Collegiate Board of Directors 24/2010, of June 15, 2010, that governs the rules of marketing by pharmaceutical companies . A survey was carried out with 285 doctors from the city of Piauí, as well as from the city of Caxias, which belongs to the state of Maranhão. The test was defined by the laboratory where the researcher works. At the time of the survey, the total number of physicians in the State of Piauí was 3,737 professionals, of whom 1,284 (34%) belonged to the specialties extended by this study and the contacts included almost 20% of the state's medical population. It should be noted that the entire process had an agreement with the company and the Ethics Council of the University of Fortaleza. It was possible to identify the variables of greater relevance - according to the specialties and the gender of the professionals. Also an exploratory factorial process was applied, which had the objective of detect the virtual dimensions behind the responses. |
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MARKETING DE RELACIONAMENTO E PRESCRIÇÃO MÉDICA: UM ESTUDO NO ESTADO DO PIAUÍMarketing de relacionamento, Prescrição, Indústria farmacêutica.The job of the Vendor Propagandist (VP) is intended to help identify and influence physician behavior in a product market that has a trademark and needs prescription. Thus, what makes a medical class absorb the relationship marketing applied by the pharmaceutical industry, with the assistance of VP, in order to influence yours prescriptions? With this guiding question, this paper intents evaluate this practice, in accordance with the Resolution of the Collegiate Board of Directors 24/2010, of June 15, 2010, that governs the rules of marketing by pharmaceutical companies . A survey was carried out with 285 doctors from the city of Piauí, as well as from the city of Caxias, which belongs to the state of Maranhão. The test was defined by the laboratory where the researcher works. At the time of the survey, the total number of physicians in the State of Piauí was 3,737 professionals, of whom 1,284 (34%) belonged to the specialties extended by this study and the contacts included almost 20% of the state's medical population. It should be noted that the entire process had an agreement with the company and the Ethics Council of the University of Fortaleza. It was possible to identify the variables of greater relevance - according to the specialties and the gender of the professionals. Also an exploratory factorial process was applied, which had the objective of detect the virtual dimensions behind the responses.O trabalho desenvolvido pelo Propagandista Vendedor (PV) tem o objetivo de levar informações relevantes que possam influenciar o comportamento prescritivo do médico, em um mercado de produtos que possui uma marca comercial e necessita de prescrição. Pretende-se responder ao seguinte questionamento: de que forma a classe médica absorve a ferramenta de marketing utilizada pela indústria farmacêutica, na figura do PV, como estratégia de implementação da propaganda e como esse trabalho tem influenciando o seu comportamento prescritivo? Com o estabelecimento desta questão norteadora, estipulou-se como objetivo geral analisar a percepção da classe médica do Piauí e parte do Maranhão em relação ao trabalho desenvolvido pelo PV como agente influenciador das suas prescrições, a partir da Resolução da Diretoria Colegiada 24/2010, de 15 de junho de 2010, que rege as regras do marketing utilizado pela indústria farmacêutica. Realizou-se levantamento com 285 médicos de diversos municípios do estado do Piauí, assim como da cidade de Caxias, pertencente ao estado do Maranhão. À época do levantamento, o total de médicos no Estado do Piauí era de 3.737 profissionais, sendo 1.284 (34%) pertencentes às especialidades abrangidas por este estudo. Ressalte-se que todo o processo teve a anuência da empresa e do Conselho de Ética da Universidade de Fortaleza. Conseguiu-se identificar as variáveis de maior relevância - segundo as especialidades e o gênero dos profissionais - que influenciaram as suas prescrições médicas. Adicionalmente foi aplicado um procedimento fatorial exploratório, o qual permitiu conhecer alguns fatores associados às respostas apresentadas, que representaram dimensões associadas às variáveis consideradas.Federal University of Minas Gerais2020-05-26info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.face.ufmg.br/index.php/mtr/article/view/554610.29149/mtr.v4i2.5546Marketing & Tourism Review; v. 4 n. 2 (2019): v. 4, número 2Marketing & Tourism Review; Vol. 4 No. 2 (2019): v. 4, número 22525-81762525-817610.29149/mtr.v4i2reponame:Marketing & Tourism Reviewinstname:Universidade Federal de Minas Gerais (UFMG)instacron:UFMGporhttps://revistas.face.ufmg.br/index.php/mtr/article/view/5546/3069Copyright (c) 2020 Heber José de Moura, ESEQUIAS FERREIRA SANTOS JÚNIOR Santos Júniorinfo:eu-repo/semantics/openAccessMoura, Heber José deSantos Júnior, ESEQUIAS FERREIRA SANTOS JÚNIOR2020-05-28T20:32:09Zoai:ojs.pkp.sfu.ca:article/5546Revistahttps://revistas.face.ufmg.br/index.php/mtrPUBhttps://revistas.face.ufmg.br/index.php/mtr/oaimkt.tourism.review@gmail.com||mg.ufmg@gmail.com2525-81762525-8176opendoar:2020-05-28T20:32:09Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG)false |
dc.title.none.fl_str_mv |
MARKETING DE RELACIONAMENTO E PRESCRIÇÃO MÉDICA: UM ESTUDO NO ESTADO DO PIAUÍ |
title |
MARKETING DE RELACIONAMENTO E PRESCRIÇÃO MÉDICA: UM ESTUDO NO ESTADO DO PIAUÍ |
spellingShingle |
MARKETING DE RELACIONAMENTO E PRESCRIÇÃO MÉDICA: UM ESTUDO NO ESTADO DO PIAUÍ Moura, Heber José de Marketing de relacionamento, Prescrição, Indústria farmacêutica. |
title_short |
MARKETING DE RELACIONAMENTO E PRESCRIÇÃO MÉDICA: UM ESTUDO NO ESTADO DO PIAUÍ |
title_full |
MARKETING DE RELACIONAMENTO E PRESCRIÇÃO MÉDICA: UM ESTUDO NO ESTADO DO PIAUÍ |
title_fullStr |
MARKETING DE RELACIONAMENTO E PRESCRIÇÃO MÉDICA: UM ESTUDO NO ESTADO DO PIAUÍ |
title_full_unstemmed |
MARKETING DE RELACIONAMENTO E PRESCRIÇÃO MÉDICA: UM ESTUDO NO ESTADO DO PIAUÍ |
title_sort |
MARKETING DE RELACIONAMENTO E PRESCRIÇÃO MÉDICA: UM ESTUDO NO ESTADO DO PIAUÍ |
author |
Moura, Heber José de |
author_facet |
Moura, Heber José de Santos Júnior, ESEQUIAS FERREIRA SANTOS JÚNIOR |
author_role |
author |
author2 |
Santos Júnior, ESEQUIAS FERREIRA SANTOS JÚNIOR |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Moura, Heber José de Santos Júnior, ESEQUIAS FERREIRA SANTOS JÚNIOR |
dc.subject.por.fl_str_mv |
Marketing de relacionamento, Prescrição, Indústria farmacêutica. |
topic |
Marketing de relacionamento, Prescrição, Indústria farmacêutica. |
description |
The job of the Vendor Propagandist (VP) is intended to help identify and influence physician behavior in a product market that has a trademark and needs prescription. Thus, what makes a medical class absorb the relationship marketing applied by the pharmaceutical industry, with the assistance of VP, in order to influence yours prescriptions? With this guiding question, this paper intents evaluate this practice, in accordance with the Resolution of the Collegiate Board of Directors 24/2010, of June 15, 2010, that governs the rules of marketing by pharmaceutical companies . A survey was carried out with 285 doctors from the city of Piauí, as well as from the city of Caxias, which belongs to the state of Maranhão. The test was defined by the laboratory where the researcher works. At the time of the survey, the total number of physicians in the State of Piauí was 3,737 professionals, of whom 1,284 (34%) belonged to the specialties extended by this study and the contacts included almost 20% of the state's medical population. It should be noted that the entire process had an agreement with the company and the Ethics Council of the University of Fortaleza. It was possible to identify the variables of greater relevance - according to the specialties and the gender of the professionals. Also an exploratory factorial process was applied, which had the objective of detect the virtual dimensions behind the responses. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-05-26 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revistas.face.ufmg.br/index.php/mtr/article/view/5546 10.29149/mtr.v4i2.5546 |
url |
https://revistas.face.ufmg.br/index.php/mtr/article/view/5546 |
identifier_str_mv |
10.29149/mtr.v4i2.5546 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://revistas.face.ufmg.br/index.php/mtr/article/view/5546/3069 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 Heber José de Moura, ESEQUIAS FERREIRA SANTOS JÚNIOR Santos Júnior info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 Heber José de Moura, ESEQUIAS FERREIRA SANTOS JÚNIOR Santos Júnior |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Federal University of Minas Gerais |
publisher.none.fl_str_mv |
Federal University of Minas Gerais |
dc.source.none.fl_str_mv |
Marketing & Tourism Review; v. 4 n. 2 (2019): v. 4, número 2 Marketing & Tourism Review; Vol. 4 No. 2 (2019): v. 4, número 2 2525-8176 2525-8176 10.29149/mtr.v4i2 reponame:Marketing & Tourism Review instname:Universidade Federal de Minas Gerais (UFMG) instacron:UFMG |
instname_str |
Universidade Federal de Minas Gerais (UFMG) |
instacron_str |
UFMG |
institution |
UFMG |
reponame_str |
Marketing & Tourism Review |
collection |
Marketing & Tourism Review |
repository.name.fl_str_mv |
Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG) |
repository.mail.fl_str_mv |
mkt.tourism.review@gmail.com||mg.ufmg@gmail.com |
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1798321033952886784 |