Fatores que influenciam o comportamento de prescrição de medicamentos pelos médicos
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Fatores que influenciam o comportamento de prescrição de medicamentos pelos médicos

Fatores que influenciam o comportamento de prescrição de medicamentos pelos médicos


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About the Book

O nosso estudo de investigação foi a primeira tentativa sincera de compreender os factores que afectam o comportamento de prescrição dos médicos respiratórios num mercado de genéricos de marca como a Índia. A nossa investigação provou que os factores profissionais do médico, os factores relacionados com o produto e os traços de personalidade influenciam a decisão de prescrição do médico. O modelo é único e altamente relevante para segmentos crónicos e o mercado é dominado por genéricos de marca. A nossa investigação mostrou que os factores de promoção do produto não conseguiram atingir um nível estatisticamente significativo, o que indica que os defensores da marca da equipa de marketing devem proceder a uma análise crítica da implementação e da eficácia dos componentes do marketing mix. Propomos a adoção de iniciativas de marketing médico, que servirão o objetivo de todas as partes interessadas, como os médicos, no sentido de uma melhor gestão das doenças e da melhoria da qualidade de vida dos doentes. Isto, por sua vez, ajudará as empresas farmacêuticas a colmatar a lacuna e a trabalhar em conjunto para uma melhor gestão das doenças do ponto de vista dos médicos, o que, por sua vez, aumenta as possibilidades de o medicamento/produto/marca promovido ser prescrito pelo médico aos doentes.


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Product Details
  • ISBN-13: 9786207937127
  • Publisher: KS Omniscriptum Publishing
  • Binding: Paperback
  • Language: Portuguese
  • Returnable: N
  • Weight: 395 gr
  • ISBN-10: 6207937120
  • Publisher Date: 12 Aug 2024
  • Height: 229 mm
  • No of Pages: 268
  • Spine Width: 15 mm
  • Width: 152 mm


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Fatores que influenciam o comportamento de prescrição de medicamentos pelos médicos
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Fatores que influenciam o comportamento de prescrição de medicamentos pelos médicos
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