MARKETING DE RELACIONAMENTO E PRESCRIÇÃO MÉDICA: UM ESTUDO NO ESTADO DO PIAUÍ

• Autor(a) principal: Moura, Heber José de
• Data de Publicação: 2020
• Outros Autores: Santos Júnior, ESEQUIAS FERREIRA SANTOS JÚNIOR
• 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
• topic: Marketing 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.