Publicidade VS indicação farmacêutica: fatores influenciadores da decisão de compra de medicamentos não sujeitos a receita médica
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2014
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Introdução: Considerando que a automedicação é hoje uma prática inquestionável, é importante ter em conta que nenhum medicamento é inócuo e que o seu uso incorreto encerra um potencial de risco.
Nesta medida, os profissionais de saúde vêem-se confrontados com novos desafios, não só pela constante preocupação relativa à segurança da automedicação, principalmente quando não mediada por um profissional, mas também pelo facto de o consumidor estar hoje mais recetivo e interessado na informação sobre a sua saúde.
Objetivo: Avaliar como é sentido hoje o ciclo da comunicação pelos consumidores, ou seja, a quem recorrem quando estão doentes e qual o papel dos diferentes meios de publicidade (TV, Rádio, Net, Jornais/revistas) e dos profissionais para a decisão terapêutica.
Neste estudo pretendeu-se, ainda, avaliar qual das vertentes é decisiva para a escolha feita pelos utentes, se a comunicação comercial se a indicação técnica.
Uma vez que, desde 2005, a venda de MNSRM não é exclusiva das farmácias e acrescendo o facto de os MNSRM poderem ser publicitados diretamente ao consumidor, torna-se necessário estudar os fatores influenciadores da decisão de compra deste tipo de produtos. Conhecendo-se a influência da publicidade na decisão de compra nos mais variados produtos do quotidiano, importa perceber se essa influência se verifica da mesma forma quando falamos de um produto tão específico como o MNSRM.
Metodologia: Trata-se de um estudo descritivo, ou seja, procurou-se descrever situações de mercado a partir de dados primários e teve como base uma amostra constituída por 101 indivíduos. A recolha de dados, feita com recurso à aplicação de questionários, decorreu de julho a setembro de 2014.
Resultados: 73% dos inquiridos responde que compra habitualmente MNSRM, contudo, 69% dos inquiridos afirma adquirir este tipo de medicamentos menos de uma vez por mês.
No que respeita aos fatores que influenciam na decisão de compra de MNSRM, verificou-se que 61% dos inquiridos compra o que o farmacêutico lhes aconselha, 83% compra porque o médico já aconselhou anteriormente. 54% dos inquiridos diz não ser influenciado pela opinião da família e amigos. Verifica-se que a publicidade tem pouca influência na decisão de compra (95% dos inquiridos afirma mesmo que a publicidade não é determinante na sua decisão de compra de MNSRM).
Mais de 50% dos inquiridos afirma preferir aconselhar-se com o farmacêutico, tanto sobre os produtos que vê publicitados, como sobre o seu problema e alternativas para tratamento ou prevenção. 42% afirma que recorre ao farmacêutico antes de se dirigir ao médico ou hospital. Verificou-se, ainda, que a maioria dos inquiridos (98%) escolhe comprar na farmácia em detrimento dos locais de venda de MNSRM.
Conclusão: Este estudo mostra que o consumidor não é tão influenciado pela publicidade como seria expectável e que reconhece o farmacêutico como especialista do medicamento, recorrendo a ele, muitas vezes, antes mesmo de se dirigir ao médico ou a um hospital. O estudo mostra, ainda, que a indicação farmacêutica é um dos fatores determinantes para a decisão de compra de um MNSRM.
Introduction: considering that self-medication is now an unquestioned practice, it is important to note that no medication is innocuous and their incorrect use has potential risks. In this extent, the health professionals faced new challenges, not only by the constant concern about safety of self-medication, especially when not mediated by a professional, but also by the fact that consumer is now more receptive and interested in information about their health. Objective: Assess today how is sensed the cycle of communication by users of a pharmacy, ie who they turn to when they are sick and the role of different media (TV, Radio, Net, Newspapers/magazines) and professionals for the therapeutic decision. In this study we still sought to evaluate which of the aspects is decisive for the choice made by users: the commercial communication or the indication of an expert. Due to the fact that, since 2005, selling OTC is not exclusive to pharmacies and adding the fact that OTC can be advertised directly to consumers, it becomes necessary to study the decision factors to purchase this type of product. Knowing the influence of advertising on purchase decisions in a variety of everyday products, it is important to understand whether this influence can be seen in the same way when we talk about a specific product like an OTC. Methodology: This is a descriptive study, ie, we sought to describe market conditions from primary data and was based on a sample of 101 individuals. Data collection gathered using the questionnaires took place from July to September 2014. Results: 73% of respondents replied that they habitually purchase OTC, however 69% of respondents claim they buy this kind of medication less than once a month. With regard to the factors that influence the decision to purchase OTC, it was found that 61% of respondents buy what the pharmacist advises them, 83% purchase because the doctor has advised previously. 54% of respondents said not to be influenced by the opinions of family and friends. It appears that advertising has little influence in the buying decision (95% of respondents said that advertising is not a determining factor in their decision to purchase OTC). Over 50% of respondents stated preferring counseling with a pharmacist, both about the products seen advertised and the problem and alternatives for treatment or prevention. 42% stated that they refer to the pharmacist before heading to the doctor or hospital. It was also found that most respondents choose to buy in the pharmacy rather than OTC places of sale.Conclusion: This study shows that the consumer is not so influenced by advertising as it would be expected and recognizes the pharmacist as the medication expert, using them frequently, even before going to the doctor or to a hospital. They also recognize that the pharmaceutical indication is one of the determinants factors for the decision to purchase an OTC.
Introduction: considering that self-medication is now an unquestioned practice, it is important to note that no medication is innocuous and their incorrect use has potential risks. In this extent, the health professionals faced new challenges, not only by the constant concern about safety of self-medication, especially when not mediated by a professional, but also by the fact that consumer is now more receptive and interested in information about their health. Objective: Assess today how is sensed the cycle of communication by users of a pharmacy, ie who they turn to when they are sick and the role of different media (TV, Radio, Net, Newspapers/magazines) and professionals for the therapeutic decision. In this study we still sought to evaluate which of the aspects is decisive for the choice made by users: the commercial communication or the indication of an expert. Due to the fact that, since 2005, selling OTC is not exclusive to pharmacies and adding the fact that OTC can be advertised directly to consumers, it becomes necessary to study the decision factors to purchase this type of product. Knowing the influence of advertising on purchase decisions in a variety of everyday products, it is important to understand whether this influence can be seen in the same way when we talk about a specific product like an OTC. Methodology: This is a descriptive study, ie, we sought to describe market conditions from primary data and was based on a sample of 101 individuals. Data collection gathered using the questionnaires took place from July to September 2014. Results: 73% of respondents replied that they habitually purchase OTC, however 69% of respondents claim they buy this kind of medication less than once a month. With regard to the factors that influence the decision to purchase OTC, it was found that 61% of respondents buy what the pharmacist advises them, 83% purchase because the doctor has advised previously. 54% of respondents said not to be influenced by the opinions of family and friends. It appears that advertising has little influence in the buying decision (95% of respondents said that advertising is not a determining factor in their decision to purchase OTC). Over 50% of respondents stated preferring counseling with a pharmacist, both about the products seen advertised and the problem and alternatives for treatment or prevention. 42% stated that they refer to the pharmacist before heading to the doctor or hospital. It was also found that most respondents choose to buy in the pharmacy rather than OTC places of sale.Conclusion: This study shows that the consumer is not so influenced by advertising as it would be expected and recognizes the pharmacist as the medication expert, using them frequently, even before going to the doctor or to a hospital. They also recognize that the pharmaceutical indication is one of the determinants factors for the decision to purchase an OTC.
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Orientação: António Hipólito de Aguiar
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MESTRADO INTEGRADO EM CIÊNCIAS FARMACÊUTICAS, PUBLICIDADE, MEDICAMENTOS NÃO SUJEITOS A RECEITA MÉDICA, AUTOMEDICAÇÃO, ADVERTISING, NON-PRESCRIPTION MEDICINES, SELF-MEDICATION, CIÊNCIAS FARMACÊUTICAS, PHARMACEUTICAL SCIENCES