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

Abstract

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 .