Η παρούσα εργασία εκπονήθηκε στο πλαίσιο του Μεταπτυχιακού Προγράμματος Σπουδών, στην κατεύθυνση «Φαρμακευτικό Μάρκετινγκ», του τμήματος Φαρμακευτικής της Σχολής Επιστημών Υγείας του Πανεπιστημίου Πατρών. Σύμφωνα με τον Παγκόσμιο Οργανισμό Υγείας (World Health Organization, WHO), η Υγεία είναι «μια κατάσταση φυσικής, πνευματικής και κοινωνικής ευεξίας, η οποία επιτρέπει σε κάθε άτομο να διάγει μια ζωή κοινωνικά και οικονομικά παραγωγική» (www.who.com). Από την άλλη πλευρά, η Φροντίδα Υγείας είναι «το σύνολο των αγαθών και υπηρεσιών που καταναλώνονται προκειμένου να επιτευχθεί ένα δεδομένο επίπεδο υγείας». Το επίπεδο της δημοσίας υγείας είναι από τους βασικότερους δείκτες της ανάπτυξης μιας χώρας. Σύμφωνα με τα πρότυπα υγείας του ΟΟΣΑ υγειονομική δαπάνη είναι το σύνολο των δαπανών για δραστηριότητες μέσω της χρήσης ιατρικής, φαρμακευτικής και παραϊατρικής γνώσης, που αποσκοπούν στην προαγωγή της υγείας, στην πρόληψη ασθενειών και στη μείωση της πρόωρης θνησιμότητας. Επομένως το φάρμακο ως κοινωνικό αγαθό αποτελεί επένδυση για την ευημερία και την υγεία των πολιτών. Ως σύστημα υγείας ορίζεται το σύνολο των ανθρώπινων, υλικών και χρηματικών πόρων καθώς επίσης των οργανισμών, των ιδρυμάτων και των φορέων οι οποίοι συνδέονται με τη χρηματοδότηση, τη ρύθμιση και την επιτέλεση των «δράσεων υγείας». Το ελληνικό σύστημα υγείας αποτελεί ένα μικτό σύστημα με συμμετοχή του ιδιωτικού και του δημόσιου τομέα, τόσο από την πλευρά της παροχής υπηρεσιών υγείας όσο και από την πλευρά χρηματοδότησης αυτών. Το επάγγελμα του φαρμακοποιού, ολοένα και περισσότερο, αναγνωρίζεται παγκοσμίως ως σημαντικό για την προώθηση της υγείας. Το 1980 αναδύθηκε η έννοια της φαρμακευτικής φροντίδας η οποία επανεστίασε στις προσπάθειες των φαρμακοποιών για την επίτευξη θεραπευτικών αποτελεσμάτων στον ασθενή, τα οποία θα βελτίωναν την ποιότητα ζωής του. Ως φάρμακο, σύμφωνα με τον επίσημο ορισμό όπως αυτός έχει διατυπωθεί από τον Παγκόσμιο Οργανισμό Υγείας ορίζεται: «Κάθε ουσία ή μίγμα ουσιών, που παράγεται, προσφέρεται προς πώληση, ή παρουσιάζεται για χρήση στη διάγνωση, στη θεραπεία, στον μετριασμό ή στην πρόληψη νόσου, μη φυσιολογικής φυσικής κατάστασης, ή των συμπτωμάτων τους στον άνθρωπο ή στα ζώα, καθώς και για χρήση στην αποκατάσταση, την διόρθωση, ή την μεταβολή οργανικών λειτουργιών στον άνθρωπο ή τα ζώα». Ο κλάδος του φαρμάκου, ως κατηγορία του κλάδου υγείας έχει όλα τα χαρακτηριστικά με εντονότερο το χαρακτηριστικό της αβεβαιότητας στη ζήτηση, καθώς η ζήτηση είναι τριχοτομημένη αφού ο γιατρός χορηγεί την ιατρική συνταγή, ο ασθενής καταναλώνει τα φαρμακευτικά προϊόντα και ο ασφαλιστικός οργανισμός ή το κράτος τα αποζημιώνει. Ισχύει λοιπόν μιας σχέση αντιπροσώπευσης του ασθενούς, ενώ σε όλα αυτά θα πρέπει να προστεθεί και το ζήτημα της προκλητής ζήτησης προερχόμενης κατά κύριο λόγω από τις φαρμακευτικές επιχειρήσεις ή εταιρείες μέσω πάντα των συνταγογράφων ιατρών. Η φαρμακευτική αγορά υποτίθεται ότι υπόκειται σε αυστηρούς ελέγχους σε ότι αφορά την ασφάλεια και τη δραστικότητα των φαρμάκων. Ωστόσο κοινή διαπίστωση αποτελεί η έλλειψη σταθερού θεσμικού πλαισίου, ρυθμιστικών κανόνων και η καταπάτηση της αρχή της ισότητας στην πρόσβαση των ασθενών στα αγαθά και στις υπηρεσίες υγείας. Σκοπός της εργασίας ήταν να ερευνηθούν και να αποτυπωθούν οι απόψεις δείγματος φαρμακοποιών σχετικά με το ρόλο και τη δραστηριότητα της φαρμακευτικής βιομηχανίας στην ελληνική φαρμακευτική αγορά. Συγκεκριμένα εξετάζεται η σημασία της συμμετοχής και του ρόλου της φαρμακευτικής βιομηχανίας στην ελληνική φαρμακευτική αγορά, στην ελληνική οικονομία, στην έρευνα, καθώς και σε ότι αφορά την κοινωνική τους ευθύνη, τόσο λόγω της θεωρούμενης αθέμιτης επιρροής που ασκούν στους συνταγογράφους ιατρούς, όσο και λόγω της αύξησης του σύνολο της δημόσιας φαρμακευτικής δαπάνης, προκειμένου να διαπιστωθεί αν τα υπάρχοντα “guidelines” που διέπουν την λειτουργία της φαρμακευτικής αγοράς και έχουν θεσπιστεί από τους αρμόδιους φορείς ελέγχου και πιστοποίησης επαρκούν. / The present study was carried out within the framework of the Program of Postgraduate Studies (subject area: Pharmaceutical Marketing) of the Department of Pharmacy, School of Health Sciences, University of Patras. According to the World Health Organization (WHO), health is defined as “a state of complete physical, mental and social well-being, and not merely the absence of disease or infirmity, allowing thus an individual to live a socially rewarding, and financially productive life” (http://www.who.int/en/). On the other hand, healthcare is “the total of goods and services consumed in order to achieve a given standard of health”. Public health level is one of the key development indicators for any country. According to OECD’s health standards, health expenditure is the total expenditure for activities carried out and aimed at promoting health, preventing diseases and reducing premature mortality with the use of medical, pharmaceutical and paramedical knowledge. Therefore a medicinal product seen as a social good is an investment for the citizens’ health and prosperity. A health system is defined as the total of human, material and pecuniary resources as well as the entire set of the organizations, institutions and bodies involved in financing, regulating and carrying out “health operations”. The Greek health system is a mixed health system combining both the public and the private sector on the part of the health service providers and on the part of the providers of funds. The profession of pharmacy is increasingly recognized worldwide as significant for the promotion of health. In 1980 the concept of pharmaceutical care emerged, which refocused on the pharmacists’ efforts for the achievement of therapeutic effects on patients, in order to improve their quality of life. According to the official definition provided by World Health Organization a medicine or medicament is “any chemical substance or mixture of substances, which is produced, offered for sale or intended for use in the medical diagnosis, cure, treatment, palliation or the prevention of a disease, an abnormal natural condition or their symptoms in humans or animals as well as for use in the restoration, correction or modification of organic functions in humans or animals”. The sector of medicinal products, seen as a category of the health sector, has all the characteristics of the latter with most prominent the characteristic of uncertainty as regards the demand inasmuch as the demand is split in three parts since the physician prescribes a medicine, the patient consumes the medicine and the health insurance organization or the state reimburses the same. As a result, there is a representation relationship for the patient. Moreover it should be added in the above the issue of the induced demand emanating primarily from the pharmaceutical enterprises or companies through the prescribing agents - physicians. The pharmaceutical market is supposed to be subject to stringent controls as regards the medicines’ safety and activity. Nevertheless it is well known the lack of a stabilized institutional framework, regulatory rules and the encroachment of the principle of equality with regard to the patients’ access to health goods and services. The aim of the study was to investigate and represent the views of a sample population of pharmacists with reference to the role and the activity of the pharmaceutical industry in the Greek pharmaceutical market. In particular, the significance of the pharmaceutical industry’s contribution and role on the Greek pharmaceutical market, Greek economy, and research in addition to the companies’ social responsibility are examined given both the supposedly improper influence that they pursue to the prescribing agents – physicians and the increase of the total amount of the public pharmaceutical expenditure so as to ascertain whether the existing “guidelines”, which have been established by the competent inspection and certification bodies and govern the operation of the pharmaceutical market, suffice.

Η παρούσα εργασία πραγματοποιήθηκε στο Πανεπιστήμιο Πατρών στα πλαίσια της κατεύθυνσης «Φαρμακευτικό Μάρκετινγκ» του Μεταπτυχιακού Προγράμματος Σπουδών του Τμήματος Φαρμακευτικής του Πανεπιστημίου Πατρών. Η προσπάθεια για την κατανόηση του ρόλου των διαφημίσεων των φαρμάκων στο αγοραστικό κοινό αποτελεί το ουσιαστικό αντικείμενο της παρούσας διπλωματικής εργασίας. Οι φαρμακευτικές εταιρίες αύξησαν τα τελευταία ειδικά χρόνια το ενδιαφέρον τους για την ελεύθερη διαφήμιση των προϊόντων τους, αξιοποιώντας μια καταναλωτική-αγοραστική τάση για αυτοδιαχείριση εκ μέρους των καταναλωτών ήπιων και καθημερινά εμφανιζόμενων προβλημάτων υγείας. Συνεπώς είναι ενδιαφέρον να επιχειρηθεί η μελέτη του μεγέθους της επιρροής αυτού του τύπου των διαφημίσεων και επιμέρους θέματα που σχετίζονται με την επικοινωνία αυτή. Η μελέτη αυτή έχει καθαρά πιλοτικό χαρακτήρα και τα αποτελέσματα της θα μπορούσαν κυρίως να κατευθύνουν νέες ερευνητικές προσπάθειες σε συγκεκριμένους τομείς, ενώ παράλληλα θα μπορούσε να χρησιμοποιηθεί από τις φαρμακευτικές εταιρίες ως δείγμα και μέτρο της αποτελεσματικότητας και του «καθαρού» μηνύματος που τέτοιου τύπου διαφημίσεις οφείλουν να εκπέμπουν. / This Thesis was performed at the University of Patras, Department of Pharmacy for completion of the Master's program in “Pharmaceutical Marketing”. The role of the drug advertising on the market behavior is the main purpose of this study. Recently, pharmaceutical companies have increased the advertising of their products exploiting trends in patient self-management of simple diseases. Thus, it is of great interest to study the influence of the drug advertising on the market, as well as similar topics related with this policy of the pharmaceutical companies. This is a preliminary study in the field and the obtained results may guide future and more extended research efforts. On the other hand, the pharmaceutical companies may use the results of the present study in order to improve the effectiveness and clarity of the advertising message.

Made available in DSpace on 2015-12-06T23:44:34Z (GMT). No. of bitstreams: 0 Previous issue date: 2006 / Este trabalho teve por finalidade conhecer a participação da iniciativa privada em projetos de educação continuada e congressos organizados pela Federação Brasileira das Associações de Ginecologia e Obstetrícia, Sociedade Brasileira de Clínica Médica e Sociedade Brasileira de Ortopedia e Traumatologia, com objetivo de aferir se estas sociedades poderiam organizar eventos e demais projetos sem o patrocínio externo e saber se as empresas que apóiam financeiramente tais atividades interferem na sua elaboração. A coleta de dados foi feita através de uma entrevista semi-estruturada aberta com os presidentes das três sociedades médicas. Os achados mostram que as instituições pesquisadas não poderiam arcar com os custos dos projetos de educação continuada sem o patrocínio das empresas farmacêuticas, e que 65% dos projetos desenvolvidos são integralmente financiados pelas mesmas. Outro dado importante é que a iniciativa privada não influencia o conteúdo científico dos projetos que patrocinam ou congressos dos quais participam, cabendo integralmente às entidades médicas pesquisadas a definição dos temas e autores. / This paper intended to study the private-sector involvement in continuing education issues and also in congresses organized by the Brazilian Federation of the Associations of Gynecology and Obstetrics, Brazilian Society of Medical Clinic and Brazilian Society of Orthopedics and Traumatology. The study aimed to verify whether such entities could, without using external sponsorship, organize events and other projects with the purpose of keeping their members updated, and find out whether the companies financially supporting such activities would interfere in the development of those events. Data were collected through an open semistructured enquiry with the presidents of three medical societies. The findings showed that the research institutions would not be able to bear the costs of continuing education without the sponsorship of pharmaceutical companies, since 65% of the projects developed are totally financed by these entities. Another important finding was that the private sector does not influence the scientific contents of the projects sponsored by them or of the congresses they participate in, and the medical entities enquired are fully in charge of defining both the themes and authors. / BV UNIFESP: Teses e dissertações

Made available in DSpace on 2014-06-11T19:28:03Z (GMT). No. of bitstreams: 0 Previous issue date: 2009-04-03Bitstream added on 2014-06-13T20:28:00Z : No. of bitstreams: 1 fiaschetti_ma_me_arafcf.pdf: 558340 bytes, checksum: e4a84d3da0815dedeaf4c15b4c04c168 (MD5) / Universidade Estadual Paulista (UNESP) / No contexto do uso racional de medicamentos é preciso atentar para as repercussões sociais e econômicas da prescrição médica, visto que esta é influenciada por múltiplos fatores individuais e condicionantes, dentre os quais as ações de marketing farmacêutico. Sabendo-se que a indústria farmacêutica investe maciçamente na promoção de seus produtos e que estudos sugerem que estas ações influenciam a prescrição médica, este trabalho teve por objetivo analisar a vulnerabilidade dos médicos frente aos propagandistas e oferta de cortesias e amostras grátis pelos laboratórios. Para tanto, questionários foram encaminhados aos médicos de Araraquara (SP) contendo perguntas abertas, de identificação, e fechadas sobre o tema. A análise dos dados incluiu estudo de associação em algumas situações de interesse por meio do teste de qui-quadrado. Os resultados indicaram que os médicos se relacionam com os propagandistas (98%) por os considerarem úteis (55%), mas não como fonte principal de atualização (86%), sendo que a maioria (68%) acredita que a qualidade das informações depende do laboratório e não da marca do produto. Para 62% suas prescrições não são influenciadas por tais relacionamentos, principalmente aqueles com maior tempo de formação, enquanto 24% discordam que os médicos em geral são influenciados, assim como os recém-formados (37%). A maioria também discorda que sejam influenciados pelas cortesias (86%) ou pelas amostras grátis (70%), mas apenas 38% acreditam que os colegas não sejam influenciados pelas amostras. Quanto à ética destes recebimentos, 57% concordaram ser apropriado quando beneficiam os pacientes, mas somente 32% quando para uso pessoal. Ao demonstrar relações entre classe médica e propagandistas, os resultados evidenciam que os médicos são vulneráveis às influências do marketing farmacêutico, sendo necessários... / In the context of rational use of medicines is necessary to look at social and economic repercussions of the prescription as it is influenced by many factors, including the actions of pharmaceutical marketing. Given that the pharmaceutical industry invests heavily in promoting their products and because studies suggest that these actions influence the prescription, this work aims to evaluate the vulnerability of doctors to drug promoters and the offering of gifts and free samples by the laboratories. To this end, questionnaires were sent to doctors of Araraquara (SP) with open and closed questions. Data analysis included study of the association in some situations of interest using the chi-square test. Results indicated that physicians relate to the propagandists (98%) by considering them useful (55%), but not as a main source of update (86%), and the majority (68%) believes that the quality of their information depends on the laboratory and not by the brand of the product. 62% believe that their prescriptions are not influenced by such relationships, especially those with more time for training, but only 24% disagree that doctors in general are influenced, as well as the newly formed (37%). The majority also disagrees that are influenced by courtesies (86%) or the free samples (70%) but only 38% believe their colleagues are not influenced by the samples. Concerning the ethics of these receipts, 57% agreed it appropriate when benefit patients, but only 32% when for personal use. The results demonstrate high level of relationship between physicians and drug promoters, what suggest that they are vulnerable to their influence as well as to the offering of gifts and free samples. Doctors should be cautious about industry influence. Thus restrictive legal mechanisms and other educational interventions are needed to promote the best drug prescription... (Complete abstract click electronic access below)

Resumo: No contexto do uso racional de medicamentos é preciso atentar para as repercussões sociais e econômicas da prescrição médica, visto que esta é influenciada por múltiplos fatores individuais e condicionantes, dentre os quais as ações de marketing farmacêutico. Sabendo-se que a indústria farmacêutica investe maciçamente na promoção de seus produtos e que estudos sugerem que estas ações influenciam a prescrição médica, este trabalho teve por objetivo analisar a vulnerabilidade dos médicos frente aos propagandistas e oferta de cortesias e amostras grátis pelos laboratórios. Para tanto, questionários foram encaminhados aos médicos de Araraquara (SP) contendo perguntas abertas, de identificação, e fechadas sobre o tema. A análise dos dados incluiu estudo de associação em algumas situações de interesse por meio do teste de qui-quadrado. Os resultados indicaram que os médicos se relacionam com os propagandistas (98%) por os considerarem úteis (55%), mas não como fonte principal de atualização (86%), sendo que a maioria (68%) acredita que a qualidade das informações depende do laboratório e não da marca do produto. Para 62% suas prescrições não são influenciadas por tais relacionamentos, principalmente aqueles com maior tempo de formação, enquanto 24% discordam que os médicos em geral são influenciados, assim como os recém-formados (37%). A maioria também discorda que sejam influenciados pelas cortesias (86%) ou pelas amostras grátis (70%), mas apenas 38% acreditam que os colegas não sejam influenciados pelas amostras. Quanto à ética destes recebimentos, 57% concordaram ser apropriado quando beneficiam os pacientes, mas somente 32% quando para uso pessoal. Ao demonstrar relações entre classe médica e propagandistas, os resultados evidenciam que os médicos são vulneráveis às influências do marketing farmacêutico, sendo necessários... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: In the context of rational use of medicines is necessary to look at social and economic repercussions of the prescription as it is influenced by many factors, including the actions of pharmaceutical marketing. Given that the pharmaceutical industry invests heavily in promoting their products and because studies suggest that these actions influence the prescription, this work aims to evaluate the vulnerability of doctors to drug promoters and the offering of gifts and free samples by the laboratories. To this end, questionnaires were sent to doctors of Araraquara (SP) with open and closed questions. Data analysis included study of the association in some situations of interest using the chi-square test. Results indicated that physicians relate to the propagandists (98%) by considering them useful (55%), but not as a main source of update (86%), and the majority (68%) believes that the quality of their information depends on the laboratory and not by the brand of the product. 62% believe that their prescriptions are not influenced by such relationships, especially those with more time for training, but only 24% disagree that doctors in general are influenced, as well as the newly formed (37%). The majority also disagrees that are influenced by courtesies (86%) or the free samples (70%) but only 38% believe their colleagues are not influenced by the samples. Concerning the ethics of these receipts, 57% agreed it appropriate when benefit patients, but only 32% when for personal use. The results demonstrate high level of relationship between physicians and drug promoters, what suggest that they are vulnerable to their influence as well as to the offering of gifts and free samples. Doctors should be cautious about industry influence. Thus restrictive legal mechanisms and other educational interventions are needed to promote the best drug prescription... (Complete abstract click electronic access below) / Orientador: Chung Man Chin / Coorientador: Patrícia de Carvalho Mastroianni / Banca: Chung Man Chin / Banca: Thaís Helena Abrahão T. Queluz / Banca: Rodolpho Telarolli Júnior / Mestre

Esta dissertaÃÃo analisou a orientaÃÃo de trabalho do propagandista da indÃstria farmacÃutica no mercado de Fortaleza, mediante a aplicaÃÃo da escala SOCO (OrientaÃÃo a Vendas - OrientaÃÃo ao Cliente), que, por sua vez, teve o objetivo de medir o grau de comprometimento dos propagandistas na venda orientada aos mÃdicos, ajudando-os a tomar decisÃes de compra que irÃo satisfazer suas necessidades. Foi avaliada a orientaÃÃo de trabalho do propagandista da indÃstria farmacÃutica na opiniÃo do prÃprio propagandista e do mÃdico, alÃm de comparadas suas respectivas percepÃÃes sobre a orientaÃÃo de trabalho do propagandista. O estudo baseia-se no pressuposto de que a orientaÃÃo de trabalho do propagandista da indÃstria farmacÃutica à voltada para o cliente, tanto na opiniÃo do prÃprio propagandista quanto na opiniÃo do mÃdico, na cidade de Fortaleza. Para atingir os objetivos propostos, o estudo aborda o marketing e as orientaÃÃes da empresa para o mercado, o mix de comunicaÃÃo de marketing, como tambÃm a indÃstria farmacÃutica. A pesquisa, de natureza qualitativa, foi realizada em outubro de 2006, com a aplicaÃÃo de questionÃrios com a escala SOCO. A investigaÃÃo, com natureza descritiva, concentrou-se no levantamento das opiniÃes dos mÃdicos e propagandistas quanto à orientaÃÃo de trabalho destes. Foram utilizadas para a realizaÃÃo do estudo algumas tÃcnicas, como: distribuiÃÃo de freqÃÃncias, apresentaÃÃo de grÃficos em barra, teste de normalidade, teste de tendÃncia central, teste de mÃdias e teste da diferenÃa de mÃdias. A amostra, do tipo nÃo probabilÃstica, foi composta de 40 mÃdicos e 40 propagandistas. Por fim, foi apresentada a pesquisa de campo que, a partir de seus resultados, mostrou que os mÃdicos nÃo percebem os propagandistas tÃo orientados para o cliente (os prÃprios mÃdicos, no caso) como os prÃprios propagandistas se percebem. O estudo permitiu ainda identificar as discrepÃncias entre as percepÃÃes dos mÃdicos e dos propagandistas quanto à orientaÃÃo do trabalho destes. / This dissertation analyzed the work orientation of sales representatives in the market of Fortaleza. It was done through the use of SOCO scale (Sales Orientation - Customer Orientation). The use of the scale had the objective to measure the degree of commitment of the sales representatives during an oriented sale to doctors, helping them make buying decisions that will satisfy their necessities. The sales representativesâ orientation was analyzed using their own opinions along with the doctorsâ opinion, besides being those compared to the respective perceptions about work orientation of the sales representative. The following study was based on the prior conjecture that the orientation of the sales representative in Fortaleza is customer oriented, in the representativeâs opinion, as well as in the doctorâs opinion. In order to reach the proposed objectives, the following study approaches marketing and the companyâs orientation for the market, the mix of marketing communication, as well as the pharmaceutical industry. The qualitative research, referred here, was done during October of 2006. It was done through the use of questionnaires with SOCO scale. The descriptive investigation was focused on gathering opinions of doctors and of sales representatives, which referred to their work orientation. To fulfill the objective of the referred study, different techniques were used, such as: frequency distribution, presentation of bar graphics, normality test, central tendency test, average test and test of difference of average. The non probabilistic sample was composed by 40 doctors and 40 sales representatives. Ultimately, based on the results obtained, the field research which was presented showed that the doctors donât see the sales representative so oriented to the customer (the doctors themselves, on this matter) as much as the sales representatives see themselves. The following study has also allowed identifying the discrepancy existing among the doctorsâ and the sales representativesâ perception of work orientation of the sales representative.

Devido ao aumento da concorrência no ponto de venda, maior atenção tem sido dedicada aos canais de distribuição. Além disso, é preciso conquistar a preferência do consumidor no momento da compra. Por esse motivo, diversas empresas têm inserido em suas estruturas organizacionais uma área chamada Trade Marketing. O mesmo fenômeno ocorre no setor farmacêutico: os medicamentos genéricos, similares e referencia competem pela preferência dos consumidores. Este fato contribui para a criação de departamentos de Trade Marketing nas indústrias farmacêuticas. O Trade Marketing pode proporcionar a integração entre produtores, atacadistas e varejistas, trabalhando no relacionamento com os canais de distribuição. Entretanto, é ainda um tema recente e pouco estudado na academia e, por isso, existem lacunas a serem exploradas. Dentre os assuntos mais abordados na literatura encontram-se estudos de Trade Marketing no setor alimentício. Assim, restam lacunas a respeito das atividades de Trade Marketing desenvolvidas no setor farmacêutico. Portanto, o objetivo do presente estudo é verificar como ocorre o processo de desenvolvimento das atividades de Trade Marketing na indústria farmacêutica. Para atingir o objetivo proposto, realizou-se uma pesquisa de caráter exploratório e qualitativo. Utilizou-se como método o estudo de casos múltiplos. A pesquisa de campo foi realizada em quatro indústrias farmacêuticas e a principal fonte de informação foi entrevistas com os gestores da área de Trade Marketing. Por meio da pesquisa, foi possível definir as atividades de Trade Marketing desenvolvidas pelas empresas estudadas. Além disso, é perceptível que os departamentos de Trade Marketing mais desenvolvidos são aqueles que trabalham com linhas de produtos com maior concorrência, como os medicamentos genéricos. / Due to the raising competition in point of purchase, more attention has been dedicated to the distribution channels. Moreover, it is necessary to conquer the consumers´ preference while shopping. For this reason, several companies have created Trade Marketing areas in their organizational structure. The same happens in the pharmaceutical sector: drugs companies compete for bigger market share. This fact contributes to the creation of Trade Marketing departments on the pharmaceutical industries. Trade Marketing can help integrate producers, wholesalers and retailers, build relationships in the distributions channels. However, there is a lot of research yet to be done. The academy has only stablished benchmarking studies concerning the food industry. So, there still gaps to be filled about the Trade Marketing activities in the pharmaceutical sector. Therefore, this study´s aim is to verify how the development process of Trade Marketing activities has been happening in the pharmaceutical industry. In order to achieve such objectives, an exploratory and qualitative research has been conducted, applying multiple case study method. The empirical research, which had, as main source of information, interviews with Trade Marketing managers, took place in four pharmaceutical industries. This research made possible to define the Trade Marketing activities developed by the studied companies. Furthermore, was recognisable that the more competitive was the market, the more developed were the Trade Marketing departments, e.g. generic drug companies.

Quality of a prescription drug is uncertain to patients, physicians and even the manufacturer of the drug. Because this uncertainty can deter physicians from prescribing the drug, it is important to investigate how various marketing communication activities help reveal the true quality of its product. In particular, this study investigates publicity and advertising under quality uncertainty. Chapter 1 studies the effect of publicity on consumer demand with a reduced form approach. Chapter 2 structurally investigates the roles of detailing and publicity when the information spill-over is present. Both chapters study the market of anti-cholesterol drugs (statins). Chapter 1 investigates the effects of publicity (media coverage) on consumer demand. The main obstacle to measuring the impact of publicity is that data on media coverage are difficult to interpret. To overcome this obstacle, we propose a new way to code information presented in news articles, mapping the information to a multi-dimensional attribute space. We combine our publicity data with data on sales, detailing, medical journal advertising, direct-to-consumer advertising (DTCA) and landmark clinical trial outcomes, and estimate a demand model. Our results suggest that not all forms of publicity are equal. In chapter 2, we study consumer learning about scientific evidence and its impact on demand for pharmaceutical products by using the Bayesian learning model. Unlike previous literature, our learning model allows consumer’s prior quality perceptions to be correlated across brands. This unique feature of the model allows us to investigate information spill-over effects across brands. The information spill-over allows late entrants to free-ride on first movers’ investment in clinical trials and marketing activities and to gain late mover advantage. In addition to using product level market share data, we supplement them with switching rates and discontinuing rates. The switching rate data are particularly useful for taking the presence of switching costs into consideration, which has been ignored in the literature using product-level data. Our estimated structural model has implications for managers in allocating resources to various types of marketing activities more efficiently and helps forecast returns of clinical trials that are sponsored by pharmaceutical firms.

Quality of a prescription drug is uncertain to patients, physicians and even the manufacturer of the drug. Because this uncertainty can deter physicians from prescribing the drug, it is important to investigate how various marketing communication activities help reveal the true quality of its product. In particular, this study investigates publicity and advertising under quality uncertainty. Chapter 1 studies the effect of publicity on consumer demand with a reduced form approach. Chapter 2 structurally investigates the roles of detailing and publicity when the information spill-over is present. Both chapters study the market of anti-cholesterol drugs (statins). Chapter 1 investigates the effects of publicity (media coverage) on consumer demand. The main obstacle to measuring the impact of publicity is that data on media coverage are difficult to interpret. To overcome this obstacle, we propose a new way to code information presented in news articles, mapping the information to a multi-dimensional attribute space. We combine our publicity data with data on sales, detailing, medical journal advertising, direct-to-consumer advertising (DTCA) and landmark clinical trial outcomes, and estimate a demand model. Our results suggest that not all forms of publicity are equal. In chapter 2, we study consumer learning about scientific evidence and its impact on demand for pharmaceutical products by using the Bayesian learning model. Unlike previous literature, our learning model allows consumer’s prior quality perceptions to be correlated across brands. This unique feature of the model allows us to investigate information spill-over effects across brands. The information spill-over allows late entrants to free-ride on first movers’ investment in clinical trials and marketing activities and to gain late mover advantage. In addition to using product level market share data, we supplement them with switching rates and discontinuing rates. The switching rate data are particularly useful for taking the presence of switching costs into consideration, which has been ignored in the literature using product-level data. Our estimated structural model has implications for managers in allocating resources to various types of marketing activities more efficiently and helps forecast returns of clinical trials that are sponsored by pharmaceutical firms.

Η εργασία που ακολουθεί εκπονήθηκε στα πλαίσια του μεταπτυχιακού προγράμματος σπουδών “Φαρμακευτικό Μάρκετινγκ”, του τμήματος Φαρμακευτικής του Πανεπιστημίου Πατρών, κατά την ακαδημαϊκή περίοδο σπουδών 2008-2010. Σκοπός της έρευνας ήταν να γίνει μια εκτίμηση της κατάστασης στο χώρο της αγοράς των μη συνταγογραφούμενων (over-the-counter/OTC) φαρμάκων, όπως οι φαρμακοποιοί το αντιλαμβάνονται, έχοντας υπόψη τις στρατηγικές που εφαρμόζονται στο χώρο τους από τις φαρμακευτικές εταιρίες. Τα μη συνταγογραφούμενα φάρμακα ή αλλιώς ΜΗ.ΣΥ.ΦΑ είναι φαρμακευτικά προϊόντα τα οποία ο ασθενής μπορεί να προμηθευτεί από τον χώρο του φαρμακείου χωρίς να κρίνεται απαραίτητη η προσκόμιση ιατρικής συνταγής. Επιπλέον, τα φαρμακευτικά αυτά προϊόντα δεν αποζημιώνονται από τα ασφαλιστικά ταμεία, ενώ επιτρέπεται ή διαφήμιση τους στο καταναλωτικό κοινό, τηρουμένων ορισμένων προϋποθέσεων. Οι διάφορες παράμετροι που περικλείονται σε αυτές τις ιδιαιτερότητες της αγοράς των ΜΗ.ΣΥ.ΦΑ μελετούνται και αξιολογούνται από τις φαρμακευτικές επιχειρήσεις, ώστε με βάση αυτές να καταστρωθούν οι κατάλληλες στρατηγικές που θα έχουν ως αποτέλεσμα μια επιτυχημένη πορεία του προϊόντος στην αγορά των OTC φαρμάκων. Για την πραγματοποίηση της παρούσας μελέτης συντάχθηκε ένα ερωτηματολόγιο αποτελούμενο από 8 ερωτήσεις κλειστού τύπου και αντίστοιχα υπο-ερωτήματα, το οποίο στη συνέχεια συμπληρώθηκε από φαρμακοποιούς οι οποίοι λειτουργούν φαρμακείο στην πόλη της Πάτρας και Ρόδου, υπό τη μορφή προσωπικής συνέντευξης. Τα δεδομένα που συλλέχθηκαν από τα ερωτηματολόγια αναλύθηκαν με τη βοήθεια του στατιστικού προγράμματος SPSS . / This work is the result of my thesis project carried out during the academic period 2008-2010 within the frames of ‘Pharmaceutical Marketing’, a postgraduate programme offered by Patras’s Pharmacy department. Primary objective of the study was to extract the beliefs of pharmacists concerning the (OTC) drug market, while having in mind familiar promotional strategies performed by pharmaceutical companies. The term ‘over the counter drugs’, specifies a category of drugs able to be purchased by the patient without doctor’s prescription necessary. Furthermore, OTC drugs are excluded from the government’s insurance cover drug list and their public advertisement (under certain conditions) is permitted. Numerous factors encircled in these specificities of OTC drug market are studied and evaluated by the pharmaceutical companies in order to develop the appropriate strategies that will ensure the success for an OTC product within this market. For the attainment of the study was conducted a questionnaire composed of 8 ‘closed type’ questions and correlative sub-questions. Afterwards, this questionnaire was filled in by pharmacists, through personal interview, operating a pharmacy in the city of Patras and Rhodes. Data collected, were analyzed using the statistical programme SPSS.