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Mercadeo 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.contributor.advisorJuárez, Fernando
dc.creatorGranada Guzmán, Natalia Alexandra
dc.creator.degreeAdministrador de Empresas
dc.date.accessioned2017-01-23T15:43:22Z
dc.date.available2017-01-23T15:43:22Z
dc.date.created2017-01-19
dc.date.issued2017
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.spa
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.eng
dc.format.mimetypeapplication/pdf
dc.format.tipoDocumentospa
dc.identifier.doihttps://doi.org/10.48713/10336_12795
dc.identifier.urihttp://repository.urosario.edu.co/handle/10336/12795
dc.language.isospa
dc.publisherUniversidad del Rosariospa
dc.publisher.departmentFacultad de Administraciónspa
dc.publisher.programAdministración de Empresasspa
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.rights.accesoAbierto (Texto completo)spa
dc.rights.ccAtribución-NoComercial-SinDerivadas 2.5 Colombiaspa
dc.rights.licenciaEL AUTOR, manifiesta que la obra objeto de la presente autorización es original y la realizó sin violar o usurpar derechos de autor de terceros, por lo tanto la obra es de exclusiva autoría y tiene la titularidad sobre la misma. PARGRAFO: En caso de presentarse cualquier reclamación o acción por parte de un tercero en cuanto a los derechos de autor sobre la obra en cuestión, EL AUTOR, asumirá toda la responsabilidad, y saldrá en defensa de los derechos aquí autorizados; para todos los efectos la universidad actúa como un tercero de buena fe. EL AUTOR, autoriza a LA UNIVERSIDAD DEL ROSARIO, para que en los términos establecidos en la Ley 23 de 1982, Ley 44 de 1993, Decisión andina 351 de 1993, Decreto 460 de 1995 y demás normas generales sobre la materia, utilice y use la obra objeto de la presente autorización. -------------------------------------- POLITICA DE TRATAMIENTO DE DATOS PERSONALES. Declaro que autorizo previa y de forma informada el tratamiento de mis datos personales por parte de LA UNIVERSIDAD DEL ROSARIO para fines académicos y en aplicación de convenios con terceros o servicios conexos con actividades propias de la academia, con estricto cumplimiento de los principios de ley. Para el correcto ejercicio de mi derecho de habeas data cuento con la cuenta de correo habeasdata@urosario.edu.co, donde previa identificación podré solicitar la consulta, corrección y supresión de mis datos.spa
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/2.5/co/
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dc.source.instnameinstname:Universidad del Rosariospa
dc.source.reponamereponame:Repositorio Institucional EdocURspa
dc.subjectMercadeo farmacéuticospa
dc.subjectProductos bajo prescripciónspa
dc.subjectEstrategias DTCAspa
dc.subject.ddcAdministración general
dc.subject.keywordPharmaceutical Marketingeng
dc.subject.keywordPrescription drugseng
dc.subject.keywordDTCA Strategieseng
dc.subject.lembAdministración de empresasspa
dc.subject.lembMercadeospa
dc.subject.lembIndustria farmacéuticaspa
dc.subject.lembComportamiento del consumidorspa
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 médicosspa
dc.typebachelorThesiseng
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaTrabajo de gradospa
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