Marketing de relacionamento e sua influência na prescrição de medicamentos

Abstract

The Sales Propagandist (PV) has as main objective to bring relevant information to the medical class, which can aggregate and mainly influence their prescribing habit, thus being an important link between the pharmaceutical industry and the doctor. Relationship Marketing (MR) has been used for decades by the pharmaceutical industry as an important tool, so it is intended to answer the following question: how does the impact of Relationship Marketing (MR) occur on the prescription of medical professionals in the West of the state from Santa Catarina, with the Sales Propagandist (PV) as the influencing agent? After establishing the guiding question of this work, the general objective was to analyze the impact of Relationship Marketing (MR) on the prescription of medical professionals, in the West of the state of Santa Catarina, having the Sales Propagandist (PV) as the influencing agent, from the resolution of the Collegiate Board of Directors 24/2010, of June 15, 2010. In order to achieve the main objective, the following specific objectives were established: Identify the most relevant variables that interfere with medical prescription. Analyze the relationship between Relationship Marketing and the main variables identified. Propose improvements to the strategic approach using Relationship Marketing and the variables that most influence medical prescription. The methodology used in this work is quantitative in nature, having applied a questionnaire to collect data. The research showed a prevalence of female professionals, aged between 35 and 40 years, living in the city of Chapecó with specialization in gynecology and obstetrics. The main variables identified that influence the prescribing habit are: Respect for the time available to the doctor, confidence in the laboratory and knowledge of the propagandist. It can be concluded at the end of this study that relationship marketing directly impacts medical prescription, with the main agent influencing the Sales Propagandist.