Estratégias de Marketing na promoção de medicamentos

Abstract

Nowadays, marketing is not only defined as the advertising of a certain product; today it is categorized as the process of organizing, planning, and executing actions. Marketing began to be used with great intensity in the health area in the 1970s. For organizations, marketing strategies are of paramount importance in order to be recognized in the market in which they operate. Therefore, marketing strategies help the organization to understand its consumer, but also help the organization to be aware of its budget, avoiding unnecessary expenses. The objective of this work is to identify which marketing strategies have been used in the promotion of medicines. This is a literature review, using the following databases: Scientific Eletronic Library Online (SciELO), Science Direct, Pubmed, Latin American and Caribbean Literature on Health Sciences (LILACS) and Google Scholar; in the period from 2012 to 2022. Given a series of studies with the strategies, a greater adherence of the use of relationship marketing was noted, bringing as a result a greater customer loyalty. Marketing strategies have been shown to be important for the marketing of pharmaceutical supplies. For this reason, it is important to study marketing and its potential to increase sales. The subject is still little portrayed in the literature, therefore it is on the rise in the current market.