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Importância da marca institucional na decisão de compra : caso da Indústria Farmacêutica
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Introdução. Na indústria farmacêutica, como noutras indústrias, é fundamental criar marcas de produtos, que estejam relacionadas com marcas institucionais (MI) fortes e com uma clara identidade de marca, porque tanto os médicos como os doentes procuram a garantia de qualidade e segurança que a MI pode proporcionar. Objectivos. Esta investigação exploratória e descritiva tem por objectivo analisar a ordem de importância de 4 factores influenciadores eficácia, segurança, MI e preço e, particularmente, analisar a importância da MI na tomada de decisão na prescrição médica dos médicos portugueses. Métodos. A recolha de dados foi efectuada através de um questionário online, enviado a todos os membros das Sociedades Médicas da Ordem dos Médicos. Resultados. 114 médicos responderam ao questionário, 57,9% do sexo feminino, 50,9% especialistas hospitalares, 39,5% de Medicina Geral e Familiar e 9,6% sem especialidade médica. A eficácia surge como atributo mais importante, seguindo-se a MI e o preço - valorizados de forma identica. Os médicos identificam a MI como importante ou muito importante atributo para a prescrição médica e, no futuro, tendo em conta as recentes alterações na legislação, que promovem a prescrição por DCI, consideram que a MI poderá perder importância. Conclusões. A importância da marca institucional é reconhecida pelos médicos e funciona como factor de credibilização dos medicamentos, logo que seja comprovada a sua eficácia. Foi-lhe atribuída importância quando comparada com os outros atributos, mas também quando avaliada individualmente. O preço tem vindo a ganhar importância na tomada de decisão.
Introduction. In pharmaceutical industry, as in other industries, it has become essential to create product brands, which are highly related to strong institutional brands and with a clear brand identity, since both physicians and patients look for the quality and safety, assurance that institutional brand can provide. Aim. This exploratory and descriptive study aims to analyse the order of importance of 4 influencing factors efficacy, safety, institutional brand and price, and particularly, analyse the importance of institutional brand in the act of prescribing among Portuguese physicians. Methodology. Data collection was conducted via an online questionnaire, sent to all members of the Medical Societies registered in the national Medical Association. Results. 114 physicians responded to the questionnaire, 57.9% female, 50.9% hospital specialists, 39.5% general practitioners and 9.6% with no speciality. The attribute efficacy appears as the most important factor, followed by institutional brand and price - both valued identically. Physicians identify institutional brand as important or very important attribute in the act of prescribing and consider that institutional brand may lose importance in the future, taking into account recent changes in legislation, promoting drug prescription by INN. Conclusions. The importance of institutional brand is recognised by the physicians and it works as credibility factor for drugs, once its effectiveness is proven. Institutional brand was assessed as important when compared with other attributes, but also when assessed individually. The price has gained importance in the act of prescribing.
Introduction. In pharmaceutical industry, as in other industries, it has become essential to create product brands, which are highly related to strong institutional brands and with a clear brand identity, since both physicians and patients look for the quality and safety, assurance that institutional brand can provide. Aim. This exploratory and descriptive study aims to analyse the order of importance of 4 influencing factors efficacy, safety, institutional brand and price, and particularly, analyse the importance of institutional brand in the act of prescribing among Portuguese physicians. Methodology. Data collection was conducted via an online questionnaire, sent to all members of the Medical Societies registered in the national Medical Association. Results. 114 physicians responded to the questionnaire, 57.9% female, 50.9% hospital specialists, 39.5% general practitioners and 9.6% with no speciality. The attribute efficacy appears as the most important factor, followed by institutional brand and price - both valued identically. Physicians identify institutional brand as important or very important attribute in the act of prescribing and consider that institutional brand may lose importance in the future, taking into account recent changes in legislation, promoting drug prescription by INN. Conclusions. The importance of institutional brand is recognised by the physicians and it works as credibility factor for drugs, once its effectiveness is proven. Institutional brand was assessed as important when compared with other attributes, but also when assessed individually. The price has gained importance in the act of prescribing.
Descrição
Mestrado em Ciências Empresariais
Palavras-chave
Marca Institucional Estratégia Competitiva Indústria Farmacêutica Prescrição Médica Corporate or Institutional Branding Competitive Strategy Pharmaceutical Industry Medical Prescription
Contexto Educativo
Citação
Gaspar, Márcia Susana Folgado (2012). "Importância da marca institucional na decisão de compra : caso da Indústria Farmacêutica". Dissertação de Mestrado, Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão