“Influencia de la publicidad como apoyo a la gestión de ventas de medicina oncológica del laboratorio Gykormed.”
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Fecha
2022
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente trabajo de investigación denominado Influencia de la Publicidad como apoyo a la
gestión de ventas de medicina oncológica del laboratorio Gykormed, tuvo como objetivo
general determinar la influencia de la publicidad farmacéutica empleada por laboratorio
Gykormed en la venta de medicamentos oncológicos para pacientes con Cáncer. La
investigación planteo una hipótesis que afirmaba que la publicidad influye de manera
significativa en la gestión de ventas de medicina oncológica, en los centros médicos privados
de la ciudad de Guayaquil. La muestra de estudio se realizó a 10 doctores oncólogos
especializados en tratamientos contra el cáncer en el sector de Guayaquil Kennedy Norte. El
estudio es de tipo transversal exploratorio y descriptivo, se desarrolló la técnica de entrevista,
se realizó un cuestionario con 15 preguntas con respuestas., llegando a una conclusión de que
la venta de medicamentos oncológicos no se está obteniendo buenos resultados, debido a que
los visitadores médicos no están realizando una adecuada visita.
The present research work called Influence of Advertising as support for the management of oncological medicine sales of the Gykormed laboratory, had as a general objective to determine the influence of the pharmaceutical advertising used by the Gykormed laboratory in the sale of oncological drugs for patients with Cancer. The investigation raised a hypothesis that affirmed that advertising significantly influences the management of sales of oncological medicine, in private medical centers in the city of Guayaquil. The study sample was carried out on 10 oncologist doctors specialized in cancer treatments in the Guayaquil Kennedy Norte sector. The study is of an exploratory and descriptive cross-sectional type, the interview technique was developed, a questionnaire with 15 questions with answers was carried out, reaching a conclusion that the sale of oncological drugs is not obtaining good results, because the sales representatives are not carrying out an adequate visit.
The present research work called Influence of Advertising as support for the management of oncological medicine sales of the Gykormed laboratory, had as a general objective to determine the influence of the pharmaceutical advertising used by the Gykormed laboratory in the sale of oncological drugs for patients with Cancer. The investigation raised a hypothesis that affirmed that advertising significantly influences the management of sales of oncological medicine, in private medical centers in the city of Guayaquil. The study sample was carried out on 10 oncologist doctors specialized in cancer treatments in the Guayaquil Kennedy Norte sector. The study is of an exploratory and descriptive cross-sectional type, the interview technique was developed, a questionnaire with 15 questions with answers was carried out, reaching a conclusion that the sale of oncological drugs is not obtaining good results, because the sales representatives are not carrying out an adequate visit.
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Palabras clave
INFLUENCIA, PUBLICIDAD, GESTIÓN DE VENTAS, MEDICINA ONCOLÓGICA
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