Uma análise da percepção dos executivos dos laboratórios farmacêuticos que fabricam e comercializam medicamentos de venda sob prescrição médica, instalados no Estado de São Paulo, sobre a utilização e a validade das abordagens mercadológicas de segmentação de mercado, seleção de mercado alvo, diferenciação e posicionamento

Abstract

Abstract: Pharmaceutical laboratories disclose, ethically, their medicines to the doctor, because in Brazil, the Sanitary Surveillance through Law nº 6.360/76, and, later, updated by Law nº 9.294/96, regulates the ethical conception in the disclosure of drugs, prohibiting advertisements in the mass media of prescription drugs manufactured by pharmaceutical companies. Thus, advertisements and promotional efforts are aimed at physicians and dentists. In addition, RDC-Resolutions No. 102/2001 and 133/2001 of the National Health Surveillance Agency establish criteria for advertising, for publicity and promotional messages and for other practices whose object is the dissemination, promotion or commercialization of medicines produced nationally or imported, whatever the forms and means of its transmission, including those transmitted during the programming of radio and television stations. In this way, this market presents particular characteristics that are different from traditional marketing approaches. In view of this, this study aimed to analyze the perception of executives of pharmaceutical laboratories that manufacture and sell prescription drugs, installed in the State of São Paulo, on the use and validity of marketing approaches of market segmentation, selection of target market, differentiation and positioning.