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Com as constantes mudanças que a farmácia comunitária tem sofrido, verifica-se uma crescente utilização das técnicas de marketing por parte dos profissionais da área com o objetivo de ultrapassarem obstáculos e de atingirem as metas ambicionadas. Os fundamentos de marketing são identicamente aplicados a este setor, uma vez que os gestores farmacêuticos necessitam de entender as necessidades dos utentes para conseguirem criar, entregar e comunicar valor para os mesmos (Desselle e Zgarrick, 2009). O principal objetivo desta investigação é a formulação de um plano de marketing, devidamente fundamentado na literatura, e no contexto do setor e da empresa em questão. Do enquadramento teórico resultam os domínios do marketing mais apropriados para o estudo, as estratégias que podem ser implementadas, assim como a devida estrutura e conteúdo que um plano de marketing deve conter. A metodologia utilizada é o estudo de caso, particularmente, do caso da farmácia Gaia Jardim, com recurso à aplicação de um inquérito dirigido aos clientes desta. O resultado é a apresentação do plano de marketing com uma forte componente de estudo no consumidor da farmácia Gaia Jardim, com públicos-alvo e estratégias bem delineadas.
Community pharmacies have been suffering major changes, which lead to an increased use of marketing techniques in order to overcome obstacles and reach their ambitious goals. Marketing principles are identically applied to this sector, since the pharmaceutical managers have to understand the needs of clients to create, deliver, and communicate value to them (Desselle e Zgarrick, 2009). The main goal of this research is to formulate a marketing plan based on existing literature, in the context of the sector and the pharmacy analysed. The theoretical foundations of the thesis clarify the marketing topics that are most suitable for this study, and also the strategies that can be implemented, as well as the proper structure and content that a marketing plan should contain. The methodology used is the case study of Gaia Jardim pharmacy, including the application of a questionnaire to its customers. The result is the formulation of a marketing plan, which places great emphasis on Gaia Jardim’s consumers, with a well-defined target audience and strategies.
Community pharmacies have been suffering major changes, which lead to an increased use of marketing techniques in order to overcome obstacles and reach their ambitious goals. Marketing principles are identically applied to this sector, since the pharmaceutical managers have to understand the needs of clients to create, deliver, and communicate value to them (Desselle e Zgarrick, 2009). The main goal of this research is to formulate a marketing plan based on existing literature, in the context of the sector and the pharmacy analysed. The theoretical foundations of the thesis clarify the marketing topics that are most suitable for this study, and also the strategies that can be implemented, as well as the proper structure and content that a marketing plan should contain. The methodology used is the case study of Gaia Jardim pharmacy, including the application of a questionnaire to its customers. The result is the formulation of a marketing plan, which places great emphasis on Gaia Jardim’s consumers, with a well-defined target audience and strategies.
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Plano de marketing Farmácia comunitária Estudo de caso Marketing plan Community pharmacy Case study