Hékis, Hélio RobertoSousa, Kleber CavalcanteFurukava, MarcioValentim, Ricardo Alexsandro de MedeirosOliveira, Idelmárcia Dantas deAlves, Robinson Luis de Souza2020-06-302020-06-302014HEKIS, H. R.; SOUSA, K.C.; FURUKAVA, MARCIO ; VALENTIM, R. A. M.; OLIVEIRA, I.D.; ALVES, R.L.S. A indústria farmacêutica e a importância estratégica dos propagandistas de medicamentos: estudo com colaboradores em Natal/RN. Holos (Natal. Online), v. 4, p. 317-333, 2014. Disponível em: http://www2.ifrn.edu.br/ojs/index.php/HOLOS/article/view/1341. Acesso em: 25 jun. 2020. https://doi.org/10.15628/holos.2014.1341https://repositorio.ufrn.br/jspui/handle/123456789/29388The Pharmaceutical industry is a competitive, complex and major investment in research, development and production of pharmaceutical products. One of the main strategies of the pharmaceutical industry is the promotion of their products to the medical profession, through propagandists medicines, essential to the success of this strategy professionals. The study aimed to demonstrate the strategic importance of the propagandists of medicines and necessary for the proper performance of this profession skills, to ensure competitive advantage, and the success of these organizations. Semi-structured individual interviews, and a brainstorming meeting were held, resulting in the identification of 46 competencies, including knowledge, skills and attitudes which the propagandists attributed greater importance and therefore were deemed most relevant and essential to the performance of activities of pharmaceutical propagandists under its prospectsAttribution 3.0 Brazilhttp://creativecommons.org/licenses/by/3.0/br/Indústria farmacêuticaMarketing farmacêuticoPropagandistas Vendedores de Medicamentosarticle10.15628/holos.2014.1341