dc.contributor.advisorJuárez, Fernando 
dc.creatorGranada Guzmán, Natalia Alexandra 
dc.date.accessioned2017-01-23T15:43:22Z
dc.date.available2017-01-23T15:43:22Z
dc.date.created2017-01-19
dc.identifier.urihttp://repository.urosario.edu.co/handle/10336/12795
dc.descriptionEste proyecto se origina en el interés de analizar las estrategias actuales de promoción de productos farmacéuticos, en el marco del debate sobre el efecto persuasivo o informativo que la publicidad directa tiene sobre los consumidores. El objetivo es determinar el efecto de las estrategias de promoción directa para consumidores (Direct to Consumer Advertising [DTCA]) sobre el comportamiento de compra de pacientes y las prescripciones que formulan los médicos en el mercado de productos bajo receta en Estados Unidos. Para tal fin se propuso realizar una monografía que incluyera una revisión de literatura de carácter argumentativo, consultando información de nivel secundario en bases de datos científicas cuyos contenidos obedecieran a criterios metodológicos determinados por la naturaleza argumentativa del estudio. Adicionalmente, se analizó el debate sobre estos anuncios a la luz de dos estudios realizados a pacientes con cáncer de seno, próstata y colon, liderados por el Pennsylvania Cancer Registry con los productos biofarmacéuticos Avodart® y Flomax®. Finalmente, la investigación se fundamentó en la relación del mercado farmacéutico en Estados Unidos con cada uno de los agentes que interactúan en él; consumidores, médicos prescriptores y empresas farmacéuticas, así como el valor que estos comparten través de dichas interacciones. Se concluye que el comportamiento de compra de los consumidores está determinado por la naturaleza de la patología que padecen y el comportamiento de los profesionales que prescriben a sus pacientes se ve influenciado por los anuncios DTCA.
dc.description.abstractThe basis of this project is the analysis of current promotion strategies of pharmaceutical products, within the framework of the debate on the persuasive or informative effect that direct advertising has on consumers. The research objective is to determine the effects of Direct to Consumer Advertising or DTCA promotion strategies on the purchasing behavior of consumers and prescription behavior of physicians in the United States. To this end a monograph was proposed, conducting an argumentative literature review based on secondary information gathered through scientific databases whose contents obey certain methodological criteria and standards for the argumentative nature of the study. In addition, the debate on these strategies was analyzed under the light of two studies conducted on patients with breast, prostate and colon cancer, led by the Pennsylvania Cancer Registry with Avodart® and Flomax® biopharmaceutical products. Finally, the primary focus of this research was the relationship of the pharmaceutical market in the United States with each of the market agents interacting within it; consumers, physicians and pharmaceutical companies, and the value that they share through these interactions. It is concluded that consumer buying behavior is determined by the nature of the pathology they suffer and the behavior of the professionals who prescribe to their patients is influenced by the DTCA advertisements.
dc.format.mimetypeapplication/pdf
dc.language.isospa
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/2.5/co/
dc.sourcereponame:Repositorio Institucional EdocUR
dc.sourceinstname:Universidad del Rosario
dc.subjectMercadeo farmacéutico
dc.subjectProductos bajo prescripción
dc.subjectEstrategias DTCA
dc.subject.ddc658
dc.subject.lembAdministración de empresas
dc.subject.lembMercadeo
dc.subject.lembIndustria farmacéutica
dc.subject.lembComportamiento del consumidor
dc.titleMercadeo farmacéutico de productos bajo prescripción: efectos de las estrategias Direct-to-Consumer-Advertising en el comportamiento de los consumidores y de prescripción de los médicos
dc.typebachelorThesis
dc.publisherUniversidad del Rosario
dc.creator.degreeAdministrador de Empresas
dc.publisher.programAdministración de Empresas
dc.publisher.departmentFacultad de Administración
dc.subject.keywordPharmaceutical Marketing
dc.subject.keywordPrescription drugs
dc.subject.keywordDTCA Strategies
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.type.spaTrabajo de grado
dc.rights.accesoAbierto (Texto completo)
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
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dc.rights.ccAtribución-NoComercial-SinDerivadas 2.5 Colombia
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