Marketing de relacionamento na indústria farmacêutica como ferramenta para fidelização de clientes

Abstract

Relationship marketing in the pharmaceutical industry as a tool in the process of customer loyalty is a current theme and it raises some questions about the activity itself, for the main objective that is to bring quality of life to the people, and at the same time involving interests of the Pharmaceutical industry that is selling their medicines and medical grade itself in the election of the best form of treatment. As a general objective, this study aims to analyze how the relationship marketing tool used by the representative of a laboratory can have influence in the medical prescription, be it through the dissemination of medication, company image, updates of new molecules and / or new technologies, capable To have a more effective action in the treatment of pathologies, or through incentives to scientific activity. The methodology used to quantify the expected influence exerted by this tool was through a quantitative and exploratory research, using a statistical technique, together with the medical class of otorhinolaryngology of Fortaleza. A Likert questionnaire was used with four affirmations. The main results obtained through the research were to verify that for the medical class studied, the drug representative plays an important role, bringing knowledge about new molecules, scientific updates, generating remembrance of the existing brands in the market, providing an important service provision for the Society as a whole, and also being a link between the medical class and drug manufacturers.