Práticas de relacionamento da indústria farmacêutica: a visão dos médicos de Frederico Westphalen/RS

Abstract

This paper aims to understand the use of relationship practices, developed by private organizations, strongly directed to specific segments and publics. It is these practices that arouse interest in the pharmaceutical industry and stimulate thinking, from the perspective of Public Relations, about the relationships promoted with doctors in Frederico Westphalen / RS. From this, the question is: how, from the perspective of public relations, are the relationships promoted by the pharmaceutical industry with the strategic public composed of doctors characterized? Thus, the general objective of this work is to understand, from the perspective of public relations, about the relationship practices promoted by the pharmaceutical industry from the experience of doctors from Frederico Westphalen / RS. Specifically, it aims to conduct bibliographic research, contextualizing the pharmaceutical industry, identify the relationship practices promoted by the pharmaceutical industry from the experience of doctors in Frederico Westphalen / RS, and reflect on these practices from the perspective of Relations. Public. The work is structured from two central theoretical movements. The first aims to expand understanding of one of the largest and richest industries in the world, as well as understanding regulatory issues and punctuating aspects of communication with physicians. To this end, it addresses the contextualization of the pharmaceutical industry and its communication, exploring financial data, regulatory information and research that demonstrate some of its core relationship strategies with physicians. The second movement, in turn, is divided into three steps. In the first, it covers relationship management, giving a guide for thinking about the relationship practices mentioned. In the second, it brings reflections on the conceptualization of audiences, which allow segmented and targeted strategies. Finally, it addresses directed communication and its types. In methodological terms, it is proposed the use of observation instruments and techniques, bibliographic research and application of questionnaires, seeking to understand, from the view of doctors of Frederico Westphalen / RS, aspects about the relationship practices of the pharmaceutical industry. As final considerations, we identified the use of marketing practices, which were inconsistent with the expectations of participating physicians.