Maestría en Mercadeo (tesis)

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Estrategias de promoción de representantes de la industria farmacéutica frente al sistema MIPRES en Colombia
(Universidad Eafit, 2020) Arias López, Carlos Javier; Ceballos Rebellón, Iván Francisco; Molina Muñoz, Yaromir de Jesús; Baena Alzate, Jorge Mario
This work consists of the identification and characterization of marketing strategies, specific to promotion, through the sales representatives of different national and multinational pharmaceutical companies that respond to the new price regulation (2018) and the introduction of the MIPRES system (2016) in Colombia. The study is descriptive and qualitative in nature. Semi-structured interviews were repeated with 13 representatives of pharmaceutical laboratories and key actors in the health system. With the implementation of MIPRES, changes were generated for the different actors of the health system regarding access to medicines. This results in a shift in the strategies of pharmaceutical companies to not only promote sales of their products, but to generate a value proposition for the different actors in the health system. The promotional speech went from emphasizing the benefits of the drug to include topics such as Pharmacoeconomics, challenge, safety, access opportunity, likewise, the target audience expanded from medical prescribers to include other decision makers within the EPS as IPS.