Otimização comercial e de marketing na indústria farmacêutica

: com foco no detailing e e-detailing

Abstract

Located in one of the most regulated and competitive markets, pharmaceutical companies spend thousands of euros and resources every year to create brand awareness and sell their products. One of the fields with the highest percentage of influence on the marketing costs of these companies is detailing - visits by information delegates to physicians, whose objective is not only to inform about a product but also to increase prescriptions. In detailing, every day, sales representatives visit clinics and hospitals to promote pharmaceutical products. With the growth of the digital Era, these companies, physicians, and institutions are trying to adapt to a new form of communication that can bring benefits to everyone involved. Although digital development and multi-channel communication are already evident in the development of the industry, it is important to make the leap to omnichannel. It is essential to have integrated, fast, and accurate communication, using the various available channels.

Date of Award	24 Jan 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)