Examinando por Materia "Marketing of Health Services"

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    Influencia del marketing farmacéutico en el consumo de medicamentos en usuarios de farmacias y boticas. Chorrillos. Agosto–octubre 2018
    (Universidad Privada Norbert Wiener, 2019-02-28) Palomino Rojas, Gianmarco; López Parra, Ronal Rosendo
    Influence of Pharmaceutical Marketing on Medication Consumption among Pharmacy and Drugstore Users in the District of Chorrillos, August–October 2018 Objective: To determine the level of influence of pharmaceutical marketing on the consumption of medications among the population of Chorrillos. Methodology: Descriptive, cross-sectional, and observational study. Results: Of the total respondents, 94.44% (136 users) reported that pharmaceutical marketing significantly influences their medication consumption, 1.39% (2 users) indicated it does not, and 4.17% (6 users) reported that it sometimes influences them. The therapeutic group with the highest consumption due to pharmaceutical marketing was analgesics and anti-inflammatory drugs (Panadol, Dolocordralan, Apronax), representing 38.9% (56 users). The most consumed medications were Panadol (16.7%, 24 users), followed by Dolocordralan (13.2%, 19 users), Nastizol (12.5%, 18 users), Tapsyn Migraine (10.4%, 15 users), Panadol Cold & Flu (9.7%, 14 users), Apronax and Hepabionta (9% each, 13 users), and Hisaler (8.3%, 12 users). Other medications accounted for 11.1% (16 users), totaling 144 medications consumed influenced by pharmaceutical marketing. Conclusion: Pharmaceutical marketing significantly influences medication consumption.
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    PublicaciónAcceso abierto
    Marketing digital y su relación con el posicionamiento de marca de una clínica odontológica en Lima, 2023
    (Universidad Privada Norbert Wiener, 2024-07-08) Pickman Zamalloa, Nadia Elizabeth; Llerena Meza de Pastor, Veronica Janice
    La presente investigación se ha desarrollado con el objetivo principal de determinar la relación entre el marketing digital y el posicionamiento de marca en una clínica en Lima, para lo que se consideró como metodología el empleo de un método científico, un enfoque cuantitativo, el tipo aplicado, el diseño no experimental y un corte transeccional. Además, se consideró una población similar a la muestra con un total de 60 pacientes de una clínica odontológica en el 2023, a quienes se aplicó como técnica a la encuesta y como instrumento a dos cuestionarios: uno sobre marketing digital que consta de 12 ítems divididos en tres dimensiones y otro sobre fidelización que consta de 10 ítems divididos en dos dimensiones, ambos medidos por medio de una escala de Likert de cinco niveles. Los resultados obtenidos reflejaron que el nivel predominante de marketing es el bajo con un 50%, y que sus dimensiones tienen un nivel medio para publicidad con un 56.7%, uno bajo para experiencia del cliente con un 50%, y uno bajo para tecnología con un 76.7%; a diferencia del nivel de posicionamiento de marca que es alto con un 85%, y que sus dimensiones tienen un nivel medio para fidelización con un 63.3% y para competencia con un 58.3%; por lo que, finalmente se llegó a la conclusión que existe una relación directa entre las dos variables de estudio.
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    PublicaciónAcceso abierto
    Publicidad y consumo de productos farmacéuticos de venta libre (OTC) en usuarios que acuden a establecimientos farmacéuticos del distrito de Santa Anita. Julio, 2021
    (Universidad Privada Norbert Wiener, 2022-01-17) Garcia Osorio, Carmen Elena; Rojas Cardenas, Nathalie Felicita; Ñañez del Pino, Daniel
    Pharmaceutical industries currently make large investments in advertising for over-the-counter (OTC) products. As a result, people are influenced by the excessive information, sometimes overlooking adverse reactions, contraindications, and drug interactions. Therefore, the objective of this research was to evaluate the relationship between advertising and the consumption of OTC pharmaceutical products among users visiting pharmaceutical establishments in the Santa Anita district in July 2021. Methodology: The approach was quantitative, with an observational, analytical, cross-sectional, and prospective design. The population was divided into age groups (18–25, 26–40, and 41–60 years) of both sexes. The sample consisted of 402 users. A survey, previously validated by expert judgment and reliability analysis, was used to measure the level of perception and attitude toward advertising and its relationship with the study variables. Pearson's Chi-squared test was used for statistical analysis via SPSS Statistics. Results: 63.7% of participants had a medium level of perception and attitude toward OTC consumption in relation to advertising. The most consumed OTC medications were Panadol® 500 mg tablets (28.4%), followed by Doloflam® 200 mg tablets (9.0%), and Alercet® 10 mg tablets (8.2%). The advertising media with the most impact were television (51.7%) and social media (26.1%), with the most used advertising element being the slogan (33.1%). Perception toward OTC consumption in relation to advertising was at a medium level (70.9%), and the attitude was also at a medium level (54.0%). Conclusion: A relationship exists between advertising and the consumption of OTC pharmaceutical products among users visiting pharmaceutical establishments in the Santa Anita district in July 2021.