La promoción y mercadeo de los laboratorios farmacéuticos, y su influencia en la compra de medicamentos

Abstract

The challenge of this research is to determine the influence of the promotion and marketing of the laboratories and their influence on the purchase of medicines, taking into account the level of customer satisfaction, and according to the results found, propose strategies aimed at improving the service to the client, which lead to strengthen the growth of the Pharmaceutical Industry. We speak of a challenge, since the accesses to the sources of information in Pharmaceutical Marketing are limited, and it is up to the author to find them, focus the marketing sources found on the subject to be treated, and translate practical knowledge in this research objectively and precise. It currently occupies one of the most prominent lines of the economy in Colombia, reaching figures above 3 trillion pesos and expecting growth of over 7% in 2017. Colombia presents characteristics that suggest a positive outlook for the pharmaceutical sector such as: higher levels of urbanization, access of the population to education and the entry of women to work activities that generate a positive impact on the economy.