ABSTRACT
Verificar a rotina dos cirurgiões-dentistas (CD) e a utilização das mídias sociais, como meio de divulgação profissional e de atração de pacientes em clínicas odontológicas privadas, durante a pandemia de Covid-19. Este estudo transversal qualitativo inclui questionários respondidos por CD atuantes em clínicas privadas na região sudeste do Brasil. Um questionário virtual, elaborado através da plataforma Google Forms, abordou informações sobre o perfil dos profissionais e os aspectos dos métodos publicitários e mídias sociais utilizados para o alcance de pacientes durante o período de pandemia de Covid-19. Os dados obtidos foram tabulados e submetidos à análise estatística descritiva (%). No total, 102 CD participaram do estudo, sendo que 96 questionários seguiram os critérios de inclusão para a análise dos dados. A divulgação social como meio de exposição profissional foi uma ação realizada por 75 (78,13%) CD da amostra. Considerando esses profissionais, 74 (98,67%) utilizam redes sociais e domínios virtuais para tal finalidade, sendo que 71 (95,95%) CD usufruem do Instagram. Grande parte dos participantes (71,62%) relatou não possuir assessoria de marketing especializada para fazer publicações de conteúdo profissional nas redes sociais, embora a maioria publique este tipo de conteúdo mais de uma vez por semana (58,11%). Uma grande parcela dos participantes do estudo (67,71%) notou que a pandemia de Covid-19 procovou diminuição na quantidade de pacientes nas clínicas odontológicas. A inclusão de outros equipamentos de proteção individual foi a conduta mais seguida pelos CD (56,25%) para evitar a transmissão da doença neste período. Conclui-se que os CD participantes acreditam que a pandemia de Covid-19 promoveu um impacto negativo na atração de pacientes em clínicas odontológicas privadas na região sudeste brasileira, ainda que a maioria destes profissionais tenham incluído outros equipamentos de proteção individual como medida de segurança e utilizem frequentemente redes sociais para divulgação de conteúdo profissional, tendo o Instagram como a principal mídia social. No entanto, a assessoria de marketing especializada em publicações de conteúdo profissional nas redes sociais ainda é um recurso pouco utilizado no meio odontológico(AU)
To verify the routine of Dental Surgeons (DS) and the use of social media as a means of professional dissemination and patient attraction in private dental clinics during the Covid-19 pandemic. This cross-sectional qualitative study included questionnaires answered by Dental Surgeons working in private clinics in the southeastern region of Brazil. A virtual questionnaire, which was developed through the Google Forms platform, addressed information about the profile of professionals and aspects of advertising methods and social media used to reach patients during the Covid-19 pandemic period. The data were tabulated and submitted to descriptive statistical analysis (%). A total of 102 Dental Surgeons participated in the study, with 96 questionnaires meeting the inclusion criteria for data analysis. Social disclosure as a means of professional exposure was an action performed by 75 (78.13%) Dental Surgeons of the survey. Considering these professionals, 74 (98.67%) use social networks and virtual domains for this purpose and 71 (95.95%) Dental Surgeons use Instagram. A large portion of the participants (71.62%) reported not having a specialized marketing consultancy to make professional contente publications on social media, although most publish this type of content more than once a week (58.11%). A large portion of study participants (67.71%) noted that the Covid-19 pandemic caused a decrease in the amount of patients in the dental clinics. The inclusion of other personal protective equipment was the conduct most followed by the Dental Surgeons (56.25%) to avoid the transmission of the disease in this period. It can be concluded that the participating Dental Surgeons believe that the Covid-19 pandemic promoted a negative impact on attracting patients in private dental clinics in the southeastern region of Brazil, in spite of most of these professionals have included other personal protective equipment as safety measure and frequently use social networks for dissemination of professional content, with Instagram as main social media. However, a marketing consultancy specialized in publishing professional content on social networks is still a resource which is little used in the dental environment(AU)
Subject(s)
Humans , Male , Female , Dentists , Social Media , COVID-19 , Marketing , Social NetworkingABSTRACT
Abstract The globalization of the pharmaceutical market has enabled access to a considerable number of new medicinal products. Consequently, the circulation of substandard medicinal products has also increased. To minimize this problem, post-marketing quality sampling and testing programs are performed to monitor and confirm that the medicinal products available in the market meet appropriate quality requirements. In this review, the post-approval sampling and testing procedures of six regulatory authorities were compared with the goal of strengthening these market surveillance systems. Similarities were observed between the procedures adopted by different regulatory authorities. However, the agencies were not always transparent about the results of these monitoring procedures. A probable mismatch between the registration procedures and the quality requirements listed in official compendiums was observed, which resulted in dissonance and contradiction between the specifications approved by the regulatory authorities and those required in the pharmacopeias. Therefore, strengthening harmonization projects related to these activities can help minimize such difficulties.
Subject(s)
Pharmaceutical Preparations/analysis , Pharmaceutical Preparations/standards , Sampling Studies , Quality Control , Total Quality Management , MarketingABSTRACT
ABSTRACT OBJECTIVE To analyze the receipt of sponsorships from breast-milk substitute companies by health professionals in scientific events. METHODS Multicenter study (Multi-NBCAL) performed from November 2018 to November 2019 in six cities in different Brazilian regions. In 26 public and private hospitals, pediatricians, nutritionists, speech therapists, and a hospital manager were interviewed using a structured questionnaire. Descriptive analyses were carried out regarding the health professionals' knowledge about the Norma Brasileira de Comercialização de Alimentos para Lactentes e Crianças de Primeira Infância, Bicos, Chupetas e Mamadeiras (NBCAL - Brazilian Code of Marketing of Infant and Toddlers Food and Childcare-related Products), companies sponsoring scientific events, and material or financial sponsorships received, according to profession. RESULTS We interviewed 217 health professionals, mainly pediatricians (48.8%). Slightly more than half of the professionals (54.4%) knew NBCAL, most from Baby-friendly Hospitals. Most health professionals (85.7%) attended scientific events in the last two years, more than half of them (54.3%) sponsored by breast-milk substitute companies, especially Nestlé (85.1%) and Danone (65.3%). These professionals received sponsorships in the events, such as office supplies (49.5%), meals or invitations to parties (29.9%), promotional gifts (21.6%), payment of the conference registration fee (6.2%) or ticket to the conference (2.1%). CONCLUSION The infant food industries violate NBCAL by harassing health professionals in scientific conferences, offering diverse material and financial sponsorships.
RESUMO OBJETIVO Analisar o recebimento de patrocínios da indústria de substitutos do leite materno por profissionais de saúde em eventos científicos. MÉTODOS Inquérito multicêntrico (Multi-NBCAL) conduzido entre novembro de 2018 e novembro de 2019 em seis cidades de diferentes regiões brasileiras. Em 26 hospitais públicos e privados foram entrevistados pediatras, nutricionistas, fonoaudiólogos e um membro da chefia, mediante questionário estruturado. Foram realizadas análises descritivas do conhecimento dos profissionais de saúde sobre a Norma Brasileira de Comercialização de Alimentos para Lactentes e Crianças de Primeira Infância, Bicos, Chupetas e Mamadeiras (NBCAL), das empresas patrocinadoras de eventos científicos e dos patrocínios financeiros ou materiais recebidos, conforme a categoria profissional. RESULTADOS Foram entrevistados 217 profissionais de saúde, principalmente pediatras (48,8%). Pouco mais da metade dos profissionais (54,4%) afirmaram conhecer a NBCAL, principalmente em Hospitais Amigos da Criança. A maior parte (85,7%) dos profissionais de saúde havia participado de congressos científicos nos últimos dois anos, mais da metade, 54,3%, deles apoiados pela indústria de substitutos do leite materno, em especial pela Nestlé (85,1%) e Danone (65,3%). Patrocínios foram recebidos por esses profissionais nos eventos, como materiais de escritório (49,5%), refeições ou convites para festas (29,9%), brindes (21,6%), pagamento de inscrição (6,2%) ou de passagem para o congresso (2,1%). CONCLUSÃO As indústrias de alimentos infantis infringem a NBCAL ao assediar profissionais de saúde em congressos científicos, oferecendo patrocínios materiais e financeiros diversos.
Subject(s)
Humans , Female , Infant , Milk Substitutes , Infant Food , Brazil , Breast Feeding , Food Industry , MarketingABSTRACT
Esta pesquisa buscou mapear conteúdos relativos ao antienvelhecimento em revistas de grande circulação e no noticiário brasileiro, entre 1º de janeiro de 2016 e 31 de dezembro de 2019. Foram investigadas as revistas Claudia, Boa Forma, VIP e Carbono Uomo. Houve ainda coleta no portal de notícias G1, da Rede Globo de Televisão, voltado ao público geral. Foram criados dois corpora distintos formados pelos conteúdos do G1 e das revistas que, então, foram submetidos à Classificação Hierárquica Descendente pelo software IRaMuTeQ, dando origem a dois subcorpora e quatro classes para cada um. Os resultados apontam uma forte tendência mercadológica nas revistas, que buscam conduzir os leitores ao consumo de produtos e à realização de procedimentos estéticos. Por outro lado, as notícias jornalísticas apregoam um modelo de vida mais saudável como principal prática antienvelhecimento, ao mesmo tempo que alertam sobre os riscos envolvidos nos procedimentos e produtos estéticos irregulares. Em geral, o conteúdo das revistas dissipa representações sociais que idealizam um padrão de beleza do corpo jovial, associando a velhice à fealdade, enquanto o do portal de notícias G1 voltam-se à saúde e longevidade.(AU)
This survey aimed to map anti-aging content, in magazines with wide circulation and also in Brazilian news, between January 1, 2016 and December 31, 2019. Claudia, Boa Forma, VIP and Carbono Uomo magazines were studied. News were also collected from the G1 news portal, from Globo television network, aimed at the general audience. Two distinct corpora formed by the contents of the G1 and the magazines were created, which were then submitted to the Descending Hierarchical Classification, by the IRaMuTeQ software, leading to two subcorpora and four classes for each. The results show a strong market orientation in the magazines, which aim to lead readers to purchase products and undertake aesthetic procedures. The news reports, on the other way, promote a healthier life model as the main anti-aging practice, while warning about the risks involved in irregular aesthetic procedures and products. In general, the content of the magazines spreads social representations which idealize a pattern of beauty of a young body, connecting old age with ugliness, whereas that of the G1 news portal are focused on health and longevity.(AU)
Esta iniciativa buscó mapear material de antienvejecimiento, en revistas de gran tirada y en las noticias de Brasil, entre el 1 de enero de 2016 y el 31 de diciembre de 2019. Se analizaron las revistas Claudia, Boa Forma, VIP y Carbono Uomo. También se recogieron noticias del sitio de noticias G1 y de la red de televisión Globo, ambas dirigidas al público en general. Se crearon dos corpora distintos formados por el contenido del G1 y de las revistas, que luego fueron sometidos a la Clasificación Jerárquica Descendente, por el software IRaMuTeQ, dando lugar a dos subcorpora y cuatro clases para cada uno de los corpora. Los resultados señalan una fuerte orientación del mercado de promoción en las revistas, que buscan llevar a los lectores a consumir productos y realizar procedimientos estéticos. En cambio, las noticias periodísticas difunden un modelo de vida más saludable como la principal práctica antienvejecimiento, mientras que al mismo tiempo advierten sobre los riesgos que implican los procedimientos irregulares y los productos estéticos. De forma general, el contenido de las revistas difunde representaciones sociales que idealizan un estándar de belleza del cuerpo joven, asociando la vejez con la fealdad, mientras que el del portal de noticias G1 se orienta a la salud y la longevidad.(AU)
Subject(s)
Humans , Male , Female , Erythrocyte Aging , Social Representation , Mass Media , Periodicals as Topic , Propaganda , Psychology , Religion , Sex , Skin , Social Change , Surgery, Plastic , Television , Time , Vitamins , Beauty , Behavior , Biotechnology , Software , Exercise , Health , Cosmetic Techniques , Adolescent , Collagen , Age Factors , Population Growth , Lifting , Botulinum Toxins, Type A , Life , Hormone Replacement Therapy , Culture , Personal Autonomy , Marketing , Diet , Economics , Ego , Equipment and Supplies , Disease Prevention , Sun Protection Factor , Healthy Lifestyle , Asexuality , e-Commerce , Dry Needling , Genetics , Body-Shaming , Geriatrics , Hyaluronic Acid , Infant Nutritional Physiological Phenomena , Intelligence , Lasers , Life Change Events , Longevity , Memory , Methods , Negativism , AntioxidantsABSTRACT
As mídias digitais têm sido consideradas portadoras de novas propriedades e dinâmicas de pertencimento social. Considerando suas características de ubiquidade, rapidez de conexão, interatividade e cultura participativa, elas imprimem valores comportamentais, mediam relações e constroem significações, constituindo, portanto, fatores importantes para o entendimento da infância na sociedade contemporânea. No contexto das redes sociais digitais, com a dinâmica própria dos espaços virtuais, surgem as webcelebridades, pessoas comuns que se tornam conhecidas a partir da internet e que se tornam alvos de interesse e de apreço por inúmeros seguidores, cujas narrativas estão inseridas em um contexto histórico-cultural e socioeconômico. Na análise das webcelebridades, seu poder de "afetação" não deve ser entendido como dom singular, mas como traços e valores construídos em sintonia com o que uma determinada sociedade, em um determinado momento, valoriza. Este estudo faz parte de uma pesquisa mais ampla sobre os processos de significação do ser e do mundo a partir da interação de crianças com webcelebridades. Reconhecendo que as transformações mais relevantes para a constituição do desenvolvimento humano não estão na biologia, mas nas circunstâncias histórico-culturais, nas interações e nas peculiaridades das experiências de cada sujeito, o objetivo é refletir sobre a infância na era das mídias digitais, buscando compreender a significativa interação das crianças com webcelebridades. O texto tem como plataforma teórica a Psicologia Cultural Semiótica, a Sociologia da Infância e estudos sobre formação de identidades e culturas nas redes sociais digitais.(AU)
Digital media have been considered as carriers of new properties and dynamics of social belonging. Considering their characteristics of ubiquity, speed of connection, interactivity, and participatory culture, they imprint behavioral values, mediating relationships and building meanings, thus constituting important factors for understanding childhood in contemporary society. In the context of digital social networks, with the dynamics inherent in virtual spaces, web celebrities appear, ordinary people who become known on the internet and who become targets of interest and appreciation by countless followers, whose narratives are inserted in a historical, cultural and socioeconomic context. In the analysis of web celebrities, their power of "affectation" should not be understood as a singular gift but as traits and values built in line with what a given society, at a given moment, values. This study is part of a broader research on the processes of signification of the self and the world from the interaction of children with web celebrities. Recognizing that the most relevant transformations for the constitution of human development are not in biology, but in the historical and cultural circumstances, in the interactions, and in the peculiarities of the experiences of each subject, the aim is to reflect on childhood in the age of digital media, seeking to understand the significant interaction of children with web celebrities. The text is based on Semiotic Cultural Psychology, Childhood Sociology, and studies on the formation of identities and cultures in digital social networks.(AU)
Los medios digitales tienen nuevas propiedades y dinámicas de pertenencia social. Teniendo en cuenta sus características de ubicuidad, velocidad de conexión, interactividad y cultura participativa, estos medios dictan valores de comportamiento, median relaciones y construyen significados, lo que resulta ser un factor importante en la comprensión de la infancia en la sociedad contemporánea. En el contexto de las redes sociales digitales, con la dinámica inherente a los espacios virtuales, surgen las celebridades web, personas que se vuelven famosas en Internet y se convierten en objetivos de interés y apreciación de muchos seguidores, cuyas narraciones se insertan en un contexto cultural, histórico y socioeconómico. En el análisis de las celebridades web, su poder de "influencia" no debe entenderse como un don singular, sino como rasgos y valores construidos en línea con lo que una sociedad valora en cierto momento. Este estudio forma parte de una investigación sobre los procesos de significado del ser y del mundo a partir de la interacción de los niños con las celebridades web. Reconociendo que las transformaciones más relevantes para la constitución del desarrollo humano no están en la biología, sino en las circunstancias históricas y culturales, en las interacciones y en las peculiaridades de las vivencias de cada sujeto, en este texto se pretende reflexionar sobre la infancia contemporánea en la edad de los medios digitales, buscando comprender la significativa interacción de los niños con las celebridades web. El texto está basado en la psicología cultural semiótica, la sociología infantil y los estudios sobre la formación de identidades y culturas en las redes sociales digitales.(AU)
Subject(s)
Humans , Male , Female , Computer Communication Networks , Child , Social Media , Anxiety , Propaganda , Psychoanalysis , Psychology , Social Class , Social Identification , Social Values , Sociology , Speech , Thinking , Utopias , Behavior , Biology , Software , Power, Psychological , Child Welfare , Cognition , Communication , Risk Assessment , Advertising , Drawing , Internet , Affect , Hazards , Disasters Consequence Analysis , Culture , Adult Children , Marketing , Ego , Cultural Competency , Pleasure , Test Taking Skills , Academic Failure , Cyberbullying , Internet Access , Frustration , Sadness , Social Interaction , Belonging , History , Human Development , PersonsABSTRACT
This study is based on the summary of the characteristics of quality variation of national medical device supervision and inspection in 2020. According to the results of the national medical device supervision and inspection through comparative analysis, this study puts forward suggestions on the medical device production and supervision measures for the post-marketing products, so as to further improve the level of the medical device and ensure the safety use of medical device.
Subject(s)
Marketing , Reference StandardsABSTRACT
In the perspective of technical evaluation, the pre-marketing regulatory requirements of allergen detection reagents in China, America, European Union were compared, and the regulatory risks and performance requirements of this product were analyzed based on the monitoring of post-marketing adverse events, reference standards and domestic and foreign regulatory documents. In view of the "neck-stuck" problems such as the difficulty of clinical trials, the difficulty of finding comparable contrast reagents and the lack of clinical diagnostic gold standards, this paper discusses and gives regulatory suggestions, with a view to providing technical reference for product R&D, production, evaluation, approval and supervision in this field.
Subject(s)
Allergens , European Union , Indicators and Reagents , Marketing , Reference StandardsABSTRACT
OBJECTIVE@#Sort out and analyze the current status and existing problems of the pilot work of the medical device marketing authorization holder system to provide reference opinions for the full implementation of the medical device marketing authorization holder system.@*METHODS@#Use literature analysis, comparative analysis and field research to comprehensively analyze the status, advantages and risks of commissioned production under the medical device marketing authorization holder system.@*RESULTS@#The commissioned production under the medical device marketing authorization holder system brings dividends and also brings risks.@*CONCLUSIONS@#We should consider improving the medical device marketing authorization holder system from marketing authorization holder, the entrusted manufacturer, and the regulatory authority, and strengthen the quality supervision of the entrusted production of products.
Subject(s)
China , MarketingABSTRACT
OBJECTIVE@#This paper puts forward suggestions on the development of in vitro diagnostic reagents and supervision measures for the post-marketing products, so as to further improve the quality of in vitro diagnostic reagents and ensure the safety use of medical device.@*METHODS@#This paper summarizes the quality of in vitro diagnostic reagents and analyzes the causes of the problems, according to the results of the national medical device supervision and inspection in 2020.@*RESULTS@#The overall quality of in vitro diagnostic reagents for national medical device supervision and inspection in 2020 is stable and the unqualified detection rate is 1.6%. However, there are some problems. For example, the management of raw materials is unscientific, the faultiness in the preparation of reference materials, the understanding of standards is unthorough, and the management of instructions is unimportance.@*CONCLUSIONS@#It is suggested that manufacturers of in vitro diagnostic reagents should improve the binding force of the quality management system, strengthen the awareness of risk management, attach importance to communicate with regulatory authorities, study standards sufficiently and strengthen the management of instructions. It is also suggested that the regulatory authorities should strengthen supervision and inspection, and further complete the evaluation guidance and standard publicity and implementation.
Subject(s)
Indicators and Reagents , Marketing , Reference StandardsABSTRACT
Single-arm trial refers to a clinical trial design that does not set up parallel control group, adopts open design, and does not involve randomization and blind method. These features, on the one hand, speed up the process of clinical trials, significantly shorten the time to market and meet the needs of patients with advanced malignancies, but also lead to the uncertainty of single-arm clinical trials themselves. Recently, the US Food and Drug Administration held a meeting of the oncologic drug advisory committee to discuss six tumor indications that have been accelerated approved, which once again triggered the discussion of single-arm trials. The basis of accelerated approval by single-arm trial is actually a compromise on the level of evidence-based medical evidence requirements after assessing the benefit risk. Therefore, the sponsor should strictly grasp the applicable conditions of single-arm trial in anti-tumor drugs and conduct single-arm trial scientifically. Post-marketing clinical trial should be implement as early as possible to ensure the benefit of patients. Based on the characteristics of single-arm trial, combined with two guidance relevant to single-arm trial issued by National Medical Products Administration recently, this article is supposed to propose and summarize the strategy of single-arm trial supporting the marketing of anti-tumor drugs.
Subject(s)
Antineoplastic Agents/therapeutic use , Clinical Trials as Topic , Humans , Marketing , Neoplasms/drug therapy , Research Design , United States , United States Food and Drug AdministrationABSTRACT
Abstract Traditional techniques of market research and information gathering to meet business needs fail because they cannot always produce the desired results. This has necessitated the use of new techniques and methods for gathering information. Companies frequently resort to advertising activities for the promotion of a new product or to increase sales of an existing product and want to be compensated for the expenses incurred in these activities. It is necessary to measure the effectiveness of advertising in order to know how the response to the advertisement is after its publication. A questionnaire and an eye tracker were applied to 32 participants to investigate the communication effectiveness of 25 outdoor advertisements. As a result, it is obtained that the survey method is not fully sufficient to provide the real data needed by the company. The recognition method reflects the truth: real data can be obtained from the participants with the neuromarketing method and it has been determined that the company can achieve the real data it needs.
Resumen Las técnicas tradicionales de investigación de mercado y recopilación de información para satisfacer las necesidades de las empresas fracasan, porque no siempre pueden producir los resultados deseados. Ello ha hecho necesario el uso de nuevas técnicas y métodos para recoger la información. Las empresas recurren con frecuencia a actividades publicitarias para la promoción de un nuevo producto o para aumentar las ventas de un producto ya existente y quieren que se les compense por los gastos realizados en estas actividades. Es necesario medir la eficacia de la publicidad para saber cómo es la respuesta al anuncio después de su publicación. Se aplicó un cuestionario y un rastreador ocular a 32 participantes para investigar la eficacia de la comunicación de 25 anuncios en exteriores. Como resultado, se obtiene que el método de encuesta no es totalmente suficiente para proporcionar los datos reales que necesita la empresa. El método de reconocimiento refleja la verdad: se puede obtener datos reales de los participantes con el método de neuromarketing y se ha determinado que la empresa puede alcanzar los datos reales que necesita.
Resumo As técnicas tradicionais de pesquisa de mercado e coleta de informações para atender às necessidades comerciais fracassam porque nem sempre podem produzir os resultados desejados. Isto exigiu o uso de novas técnicas e métodos para a coleta de informações. As empresas freqüentemente recorrem a atividades publicitárias para a promoção de um novo produto ou para aumentar as vendas de um produto existente e querem ser compensadas pelas despesas incorridas nessas atividades. É necessário medir a eficácia da publicidade a fim de saber como é a resposta ao anúncio após sua publicação. Um questionário e um rastreador de olhos foram aplicados a 32 participantes para investigar a eficácia da comunicação de 25 anúncios ao ar livre. Como resultado, obtém-se que o método de pesquisa não é totalmente suficiente para fornecer os dados reais necessários para a empresa. O método de reconhecimento reflete a verdade: dados reais podem ser obtidos dos participantes com o método de neuromarketing e foi determinado que a empresa pode obter os dados reais de que necessita.
Subject(s)
Humans , Communication , Advertising , Marketing , Eye , Eye-Tracking TechnologyABSTRACT
El marketing actual encuentra a una sociedad anestesiada, evitativa y un poco aislada, por lo cual deberá buscar mecanismos alternos para intervenirla en base a un abordaje que se guíe por los sentidos. Esta última década será decisiva para el marketing olfativo porque de una tendencia, ahora se transforma en una opción para acercar, estimular, crear y enriquecer experiencias sensoriales perdurables en el tiempo, su formato de ingreso a la mente es sutil, oculto e implacablemente inmediato, porque su objetivo es seducir instantáneamente al cerebro
Current marketing finds a society anesthetized, avoidant and a bit isolated, so it must look for alternative mechanisms to intervene based on an approach that is guided by the senses. This last decade will be decisive for olfactory marketing because from a trend, it is now transformed into an option to bring, stimulate, create and enrich sensorial experiences that last over time, its entry format to the mind is subtle, hidden and relentlessly immediate, because its goal is to instantly seduce the brain.
O marketing atual encontra uma sociedade anestesiada, evitativa e um pouco isolada, para a qual deve buscar mecanismos alternativos para intervir a partir de uma abordagem orientada pelos sentidos. Esta última década será decisiva para o marketing olfativo porque de tendência, agora se transforma em opção de trazer, estimular, criar e enriquecer experiências sensoriais que perduram no tempo, seu formato de entrada para a mente é sutil, oculto e implacavelmente imediato, porque seu objetivo é seduzir instantaneamente o cérebro.
Subject(s)
Marketing , Smell , AdvertisingABSTRACT
Os meios de comunicação digitais tornaram-se uma ferramenta amplamente utilizada para fins pessoais e profissionais por grande parte da população. Diante dessa realidade contemporânea, o marketing digital vem trazendo facilidades e vantagens para o cotidiano, sendo considerado uma excelente proposta de divulgaçãopor parte dos cirurgiões-dentistas em busca de melhores resultados na odontologia.Com base nessa perspectiva, o presente estudo avaliou o conhecimento de estudantes de odontologia sobre a importância do marketing digital para o sucesso e bom desenvolvimento na prática odontológica. A coleta de dados foi realizada no Centro Universitário Serra dos Órgãos UNIFESO, localizado no município de Teresópolis-RJ. Participaram do estudo, 151 estudantes devidamente matriculados no 1º ao 5º ano do curso de graduação em odontologia, que responderam um questionário, pré testado, contendo 10 perguntas do tipo objetivas diretas. Com base nos resultados, observou-se respostas consideravelmente proporcionais quando comparadas por diferentes anos da graduação, não demonstrando crescente avanço no conteúdo com o decorrer do curso de graduação, portanto, cabe ressaltar que o assunto precisa ser melhor abordado, devendo ser considerada e analisada essa possibilidade pelas diversas instituições por todo o país.
The digital media became a widely used tool for personal and professional purposes by much of the population. Before this contemporary reality, digital marketing has brought daily facilities and advantages, being considered an excellent proposal of disclosure by dentists in search of better results in dentistry. Based on this perspective, this study evaluated dentistry students knowledge of the importance of digital marketing for success and good development in dental practice. The data collection was performed at the Serra dos Orgãos University Center - UNIFESO, located in the municipality of Teresópolis-RJ. The study included 151 students properly enrolled in the 1st to 5th year of the undergraduate course in dentistry, who answered a pre-testedquestionnairecontaining 10 direct objective questions. Based on the results, it was observed considerably proportional responses when compared for different years of graduation, not demonstrating increasing progress in content over the course of the undergraduate, therefore, it may to stand out that the topic needs to be better approached, this possibility should be considered and analyzed by the various institutions throughout the country.
Subject(s)
Humans , Male , Female , Young Adult , Students, Dental , Communications Media , MarketingABSTRACT
Las personas adultas mayores (PAM) como sujetos de derecho, tienen múltiples necesidades de apoyo en las diferentes esferas físicas, psicosociales y espirituales. Por lo general, éstas se resuelven mediante la figura del cuidador, definido como la persona con formación teórica e instrumental para satisfacer las demandas mencionadas. En la dimensión sociodemográfica los requerimientos de la población se correlacionan con la transición demográfica, manifestada por la reducción de la fecundidad y mortalidad de la población en general; por consiguiente, acrecentar la esperanza de vida y longevidad de la población.1 El incremento de PAM en México, implica el aumento de demanda de servicios2 de cuidado y mantenimiento de la funcionalidad del adulto mayor (AM). Desde otro panorama, el marketing ofrece grandes beneficios a los prestadores de cuidados para maximizar la satisfacción de los consumidores y mejorar la calidad de vida de las personas; es vital establecer un grado de conocimiento de los cuidadores sobre la mercadotecnia y se apoye para determinar sus niveles de aplicabilidad en el ámbito asistencial del AM, con la finalidad de incorporar nuevas destrezas a los cuidadores de PAM, promocionar el cuidado a domicilio, la participación de profesionales de otras disciplinas que capaciten a los cuidadores en diversas áreas del cuidado3 para mejorar el capital humano ofrecido a organizaciones gerontológicas.
Older adults (OA) as subjects of law, have multiple needs for support in different physical, psychosocial and spiritual spheres. In general, these are resolved through the figure of the caregiver, defined as the person with theoretical and instrumental training to satisfy the aforementioned demands. In the sociodemographic dimension, the population's requirements are correlated with the demographic transition, manifested by the reduction in fertility and mortality of the population in general; consequently, increase the life expectancy and longevity of the population.1 The increase in MAP in Mexico implies an increase in demand for services2 for the care and maintenance of the functionality of the elderly (OA). From another perspective, marketing offers great benefits to caregivers to maximize consumer satisfaction and improve people's quality of life; It is vital to establish a degree of knowledge of caregivers about marketing and support to determine its levels of applicability in the field of OA care, in order to incorporate new skills to MAP caregivers, promote home care, participation professionals from other disciplines who train caregivers in various areas of care3 to improve the human capital offered to gerontological organizations.
Subject(s)
Humans , Male , Female , Aged , Aged, 80 and over , Caregivers , Marketing , Health Services Needs and Demand , Home Care Services , LongevityABSTRACT
Internet permitió expandir la promoción de alimentos/bebidas a diferentes medios. El objetivo del estudio fue identificar las estrategias de marketing en sitios web de marcas de alimentos y bebidas consumidos por niños/as y adolescentes, y clasificarlos según las recomendaciones de las Guías Alimentarias para la Población Argentina.Se seleccionaron los alimentos/bebidas más consumidos por la población infantojuvenil según la Encuesta Alimentaria Nutricional de la Ciudad Autónoma de Buenos Aires. Se identificaron las páginas web de las marcas; se analizaron las estrategias de marketing y se clasificaron los alimentos/bebidas promocionados según las Guías.Se encontraron 80 páginas web, donde las estrategias más frecuentes fueron identificación de la marca, beneficios y declaraciones, y vínculos a páginas web y/o redes sociales. El 30 % de los sitios estaban dirigidos a niños/as/adolescentes, donde el 75 % de los alimentos/bebidas promocionados correspondieron al grupo de dulces y grasas, que incluye aquellos de bajo valor nutricional.
The Internet has allowed the expansion of food and beverage advertising in different media. The objective of this study was to identify the marketing strategies used in brand websites of foods and beverages consumed by children and adolescents, and classify them based on the Food Guidelines for the Argentinean Population.The foods and beverages most commonly consumed by the child and adolescent population as per the Survey on Nutritional Food Intake of the Autonomous City of Buenos Aires were selected. Brand websites were identified; marketing strategies were analyzed and marketed foods and beverages were classified based on the Guidelines.A total of 80 websites were found; the most common strategies were brand identity, benefits and claims, and links to websites and/or social media. Also, 30 % of sites were aimed at children and adolescents, and 75 % of marketed foods and beverages corresponded to the group of sweets and fats, including those of low nutritional value
Subject(s)
Humans , Male , Female , Child , Adolescent , Advertising/methods , Information Dissemination/methods , Marketing/methods , Persuasive Communication , Argentina , Epidemiology, Descriptive , Cross-Sectional Studies , Food and Beverages , Internet , Food Preferences/psychologyABSTRACT
A Norma Brasileira de Comercialização de Alimentos para Lactentes e Crianças de Primeira Infância, Bicos, Chupetas e Mamadeiras (Lei Federal nº 11.265/2006) visa controlar o marketing abusivo de produtos que competem com o aleitamento materno. O objetivo foi avaliar o impacto de uma intervenção educativa sobre o cumprimento da Lei em farmácias. Pesquisa de intervenção randomizada conduzida em 155 farmácias que infringiam a Lei na Zona Sul do Rio de Janeiro, Brasil. A prática comercial das farmácias foi avaliada antes e depois da intervenção com o farmacêutico e com o gerente, comparados ao grupo controle. O intervalo entre a intervenção e a segunda avaliação foi de um mês. Para aferir as mudanças no quantitativo de farmácias com infração à Lei, antes e depois da intervenção, foi utilizado o teste de McNemar. O teste de Wilcoxon foi usado para comparar a variação no número de infrações em cada grupo de alocação. Um mês após a intervenção houve redução de 16,1% (n = 25) no total de farmácias com infração. Houve redução de 18,7% para 12,9% em produtos cuja promoção comercial é proibida (p = 0,093) e de 92,9% para 80,5% nos produtos lácteos (p = 0,001), mas entre alimentos de transição houve aumento de 28,5% para 42,3% de farmácias com promoção ilegal (p = 0,006). O grupo intervenção com farmacêutico apresentou redução estatisticamente significativa nas infrações relacionadas a descontos de preço (p = 0,022) e a exposições especiais (p = 0,002). A intervenção educativa reduziu a quantidade de farmácias que infringia essa Lei, principalmente quando esta intervenção foi realizada com o farmacêutico.
The Brazilian Code of Marketing of Infant and Toddlers Food, Nipples, Pacifiers, and Baby Bottles (Federal Law n. 11,265/2006) aims to control the abusive marketing of products that compete with breastfeeding. The objective was to assess the impact of an educational intervention on compliance with this law by pharmacies. A randomized intervention study was conducted in 155 pharmacies that were infringing the law in the Southern Zone of Rio de Janeiro, Brazil. The pharmacies' commercial practices were assessed before and after the intervention with the pharmacist and manager, compared to the control group. The interval between the intervention and the second assessment was one month. McNemar test was used to measure changes in the number of pharmacies infringing the law before and after the intervention. Wilcoxon test was used to compare variation in the number of violations in each group. A month after the intervention, there was a 16.1% reduction (n = 25) in the number of pharmacies committing violations. There was a decrease from 18.7% to 12.9% in products whose commercial promotion is banned by the law (p = 0.093) and from 92.9% to 80.5% in milk products (p = 0.001), but among processed complementary food there was an increase from 28.5% to 42.3% of pharmacies with illegal promotions (p = 0.006). The intervention group with the pharmacists showed a statistically significant reduction in violations related to discount prices (p = 0.022) and special displays (p = 0.002). The educational intervention reduced the number of pharmacies that infringed the law, mainly when the intervention involved the pharmacist.
La Norma Brasileña de Comercialización de Alimentos para Lactantes y Niños de la Primera Infancia, Tetillas, Chupetes y Biberones (Ley Federal nº 11.265/2006) tiene como finalidad controlar el márketing abusivo de productos que compiten con la lactancia materna. El objetivo fue evaluar el impacto de una intervención educativa sobre el cumplimiento de la ley en farmacias. Se realizó una investigación de intervención aleatoria, llevada a cabo en 155 farmacias que infringían la ley en la zona sur de Río de Janeiro, Brasil. La práctica comercial de las farmacias fue evaluada antes y después de la intervención con el farmacéutico y con el gerente, comparadas con el grupo de control. El intervalo entre la intervención y la segunda evaluación fue de un mes. Para evaluar los cambios en lo cuantitativo de farmacias con infracción a la ley, antes y después de la intervención, se utilizó el test de McNemar. El test de Wilcoxon se utilizó para comparar la variación en el número de infracciones en cada grupo de asignación. Tras un mes de la intervención hubo una reducción de un 16,1% (n = 25) en el total de farmacias con infracción. Hubo una reducción desde un 18,7% a un 12,9% en productos cuya promoción comercial está prohibida (p = 0,093) y de un 92,9% a un 80,5% en productos lácteos (p = 0,001). Sin embargo, entre alimentos de transición hubo un aumento de un 28,5% a un 42,3% de farmacias con promoción ilegal (p = 0,006). El grupo de intervención con el farmacéutico presentó una reducción estadísticamente significativa en las infracciones relacionadas con descuentos de precio (p = 0,022) y respecto a exposiciones especiales (p = 0,002). La intervención educativa redujo la cantidad de farmacias que infringía esta ley, principalmente cuando la intervención educativa se realizó con el farmacéutico.
Subject(s)
Humans , Female , Infant , Pharmacies , Breast Feeding , Brazil , Family , MarketingABSTRACT
Resumo O presente estudo teve como objetivo descrever e revisar criticamente a literatura acerca do valor da marca das equipes esportivas profissionais na ótica do consumidor. Utilizou-se de uma revisão integrativa, com buscas entre outubro e novembro de 2019 por artigos empíricos e conceituais publicados até setembro de 2019, nas seguintes bases de dados: SCOPUS, Web of Science, Academic Search Ultimate e Business Source Ultimate. Após a aplicação dos critérios de inclusão e exclusão, uma busca paralela nas principais revistas da área da gestão e marketing do esporte e o processo de cross-manual reference, 16 artigos foram incluídos na revisão. Observou-se uma predominância de publicações na Europa, no futebol, inicialmente com uma abordagem qualitativa, transitando nas últimas publicações para uma análise quantitativa. Várias dimensões são utilizadas para a análise da temática e sua importância é justificada pelo impacto na lealdade dos fãs, no sucesso econômico e esportivo das equipes.
Abstract The present study aimed to describe and critically review literature about the brand equity of professional sports teams from consumers' perspective. An integrative review was used, with searches conducted between October and November 2019 for empirical and conceptual articles published until September 2019, in the following databases: SCOPUS, Web of Science, Academic Search Ultimate, and Business Source Ultimate. After applying inclusion and exclusion criteria, a parallel search in the main sports management and marketing journals, and the cross-manual reference process, 16 articles were included in the review. Publications in the European context and in football prevailed, initially with a qualitative approach moving from the latest publications to quantitative analysis. Several dimensions are used to analyze the theme, and its importance is justified by the impact on fans' loyalty and on teams' economic and sporting success.
Resumen El presente estudio tuvo como objetivo describir y revisar críticamente la literatura sobre el valor de la marca de los equipos deportivos profesionales desde la perspectiva del consumidor. Se utilizó una revisión integrativa, buscando, entre octubre y noviembre de 2019, artículos empíricos y conceptuales publicados hasta septiembre de 2019 en las siguientes bases de datos: SCOPUS, Web of Science, Academic Search Ultimate y Business Source Ultimate. Después de aplicar los criterios de inclusión y exclusión y de realizar una búsqueda paralela en las principales revistas del área de gestión deportiva y marketing del deporte y del proceso de cross-manual reference, se incluyeron 16 artículos en la revisión. Se observó una predominancia de publicaciones en Europa, en el fútbol, inicialmente con un enfoque cualitativo, pasando, en las últimas publicaciones, al análisis cuantitativo. Se utilizan varias dimensiones para analizar la temática y su importancia se justifica por el impacto en la lealtad de los aficionados y en el éxito económico y deportivo de los equipos.
Subject(s)
Humans , Male , Female , Societies , Total Quality Management , Consumer Behavior , Marketing , Evaluation Studies as Topic , Organization and AdministrationABSTRACT
ABSTRACT The aim of this study was to examine the influence of service quality perception on spectators' satisfaction and behavioral intentions in the Pernambuco Professional Football Championship of 2017 - Brazil. Data were collected on match days, using an adapted questionnaire, consisting of four variables. The sample was composed of spectators at the competition, divided into two moments (1st. n = 386 / 2nd. n = 620). The data were analyzed through two-step structural equation modeling in AMOS 24. After the refinement of the model, the results of the structural model [χ² (314) = 762.849 (p <.001) χ² / df = 2.42; GFI = .92; CFI = .95; RMSEA = .05] indicated that the players' performance positively influenced both satisfaction (β = .76, p <.001) and behavioral intentions (β = .33, p <.001). In turn, the crowd experience had a positive influence only on the spectators' behavioral intentions (β = .38, p <.001). It is concluded that provision of service quality, positively evaluated by the spectators, especially in relation to the aspects of the game/players, is a way for the club to satisfy them and generate positive behavioral intentions.
RESUMO O objetivo deste estudo foi examinar a influência da percepção da qualidade do serviço na satisfação e nas intenções comportamentais dos espectadores do Campeonato de Futebol Profissional de Pernambuco de 2017 - Brasil. Os dados foram coletados em dia de jogos, a partir de um questionário adaptado, composto por quatro variáveis. A amostra foi composta por espectadores da competição, dividida em dois momentos (1º. n=386 / 2º. n= 620). Os dados foram analisados através da análise de equações estruturais de duas etapas no AMOS 24. Após o refinamento do modelo, os resultados do modelo estrutural [χ² (314) = 762,849 (p < .001) χ²/df = 2,42; GFI = .92; CFI = .95; RMSEA = .05] indicaram que a performance dos jogadores influenciou positivamente tanto a satisfação (β = .76, p < .001) quanto as intenções comportamentais (β = .33, p < .001). Por sua vez, a experiência como torcedor influenciou de forma positiva unicamente as intenções comportamentais dos espectadores (β = .38, p < .001). Conclui-se que para o clube prestar um serviço de qualidade, bem avaliado por parte dos espectadores, principalmente em relação aos aspectos do jogo/jogadores é um caminho para satisfazê-los e gerar intenções comportamentais positivas.
Subject(s)
Humans , Male , Adult , Middle Aged , Personal Satisfaction , Soccer/trends , Total Quality Management/trends , Consumer Behavior , Play and Playthings , Sports/trends , Demography , Marketing/trends , Athletic Performance/trendsABSTRACT
The industrial manufacturing of natural products for veterinary use represents a major weakness in the veterinary sector despite increased interest and the traditional ancestral knowledge that supports them. A cross-sectional, descriptive observational study was conducted to characterize the veterinary herbal products marketed worldwide during 2018 and 2019. A comprehensive thematic search limited to the 2018-2019 period was performed in the ScienceDirect, Scopus, PubMed, Web of Science, ResearchGate, and Academic Search Complete databases. The investigation identified 487 products registered in the global market manufactured by 54 companies, led by India, The Netherlands, and the United Kingdom. The market segments of animal production and phytomedicines were dominant with 73.7% and 53.0% of products, respectively. Cattle (22.2%), sheep-goats (16.2%), and canines (16.2%) were the most favored species. The most represented therapeutic indications were those intended to treat gastrointestinal disorders (30.47%), antimicrobials (16.66%), and antiparasitic agents (10.47%). The families Fabaceae, Lamiaceae, Asteraceae, Apiaceae, Malvaceae, and Rutaceae stood out because of their frequent use, encompassing 35.0% of the 137 declared species. Andrographis paniculata (Burm.f.) Nees and Withania somnifera (Lin) Dunal were the most important species. Oral formulations for internal use (72%) and liquids (51%) in 100 mL, 500 mL, and 1 L presentations showed the highest prevalence on the market. The global market for veterinary herbal products during the 2018-2019 period was relevant in the productive and medical animal sector. No differences were found between medicinal plant species used to formulate herbal products for human and animal use.(AU)
A fabricação industrial de produtos naturais para uso animal é uma das grandes fragilidades do setor veterinário, apesar de um crescente interesse e do suporte dado pelos conhecimentos tradicionais ancestrais. Foi realizado um estudo observacional descritivo transversal para caracterizar os fitoterápicos veterinários comercializados mundialmente no período de 2018-2019 através de uma busca temática exaustiva nas bases de dados ScienceDirect, Scopus, PubMed, Web of Science, ResearchGate e Academic Search Complete. O estudo mostrou a existência de 487 produtos registrados no mercado mundial, fabricados por 54 empresas, lideradas pela Índia, Holanda e Reino Unido. Os segmentos Danimal produtivo e fitomedicamentos dominam o mercado com 73,7% e 53,0% dos produtos, respectivamente. Bovinos (22,2%), ovinos-cabras (16,2%) e caninos (16,2%) foram as espécies mais favorecidas. As indicações terapêuticas mais representadas foram aquelas destinadas à correção de distúrbios gastrointestinais (30,47%), antimicrobianos (16,66%) e antiparasitários (10,47%). Devido à alta frequência de uso, destacam-se as famílias Fabaceae, Lamiaceae, Asteraceae, Apiaceae, Malvaceae e Rutaceae, que compreendem 35,0% das 137 espécies declaradas a saber, Andrographis paniculata(Burm.f.) Nees e Withania somnífera (Lin) Dunal, são as mais importantes. Constatou-se que as formulações para uso interno via oral (72%) e líquida (51%) em embalagens de 100, 500 e 1000 mL são as que prevalecem no mercado. O mercado global de produtos fitoterápicos durante o período de 2018-2019 foi relevante para animais produtivos e o setor médico. Não foram encontradas diferenças entre as espécies de plantas medicinais utilizadas em formulações de produtos fitoterápicos para uso humano e animal.(AU)
Subject(s)
Animals , Health Care Sector/economics , Marketing , Phytotherapeutic Drugs , Veterinary MedicineABSTRACT
Classic prescriptions, hospital preparations and famous traditional Chinese medicine(TCM) experience prescriptions are the main sources of new drug development and innovation. The multi-components and multi-targets treatment characteristics of TCM are advantages, but at the same time, broad indications, unclear clinical positioning and lack of evidence-based evidence support are the key problems affecting the play of TCM efficacy and restricting its promotion and application. The hot in recent research was to how to break through the bottleneck, precise clinical positioning, highlight the advantages of the classic TCM prescriptions, and complete the transformation from clinical practice, clinical research to clinical evidence, but at the same time, it is also the difficulty. The clinical research model of the combination of disease and syndrome can fully reflect the ancient medical case evidence of classic TCM prescriptions, the historical experience of human used and the characteristics of syndrome differentiation and treatment, and highlight the advantages of Chinese medicine. At the same time, under the modern disease classification system and research mode, is conducive to established the standardized clinical evidence report and evaluation system, is conducive to promote the integration of clinical research evidence, and avoids excessive attenuation of information. Based on the previous work of our team, the intention of this study was to make a comment about the key points of the post-marketing evaluation of the classic TCM prescriptions under the combination of disease and syndrome and includes key points:(1)With the syndrome as the carrier, connected with the classical prescription and clinical diseases, focused on the clinical positioning on macroscopically.(2)The combination of syndrome visualization, standardization and pharmacological molecular basis, focus on clinical precise positioning in microscopic.(3)Innovating therapeutic effect evaluation methods, reflecting the curative effect characteristics based on syndrome differentiation.(4)The combination of "randomized controlled evidence-based studies" and "real world evidence-based evaluation", focusing on clinical advantages, fully evidence-based evidence.(5)Make full use of clinical registration studies and pay attention to safety.