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Advisor(s)
Abstract(s)
A presente investigação trata a Comunicação como parte integrante das organizações, públicas ou privadas, assumindo um papel primordial na construção de notoriedade, deixando de ser apenas tática, e adquirindo um papel tendencialmente estratégico. As novas formas de comunicação organizacional com recurso à Internet, às Tecnologias de Informação e Comunicação (TICs) com auxílio das Ferramentas Web determinam mudanças em todos os domínios. A Web 2.0 proporciona formatos inovadores para as organizações se relacionarem e informarem os seus públicos. Estas mudanças sucederam de forma rápida, a nível global e é primordial perceber e aproveitar estas novas oportunidades tecnológicas.
Consequentemente o atual trabalho tem como foco identificar as políticas de comunicação da Indústria Farmacêutica (IF) portuguesa e perceber se as empresas farmacêuticas privilegiam o espaço digital como veículo de comunicação, identificando as diferentes tipologias de comunicação em espaço médico e avaliando a perceção dos médicos relativamente à eficácia da comunicação online. Realizou-se, deste modo, um estudo de caso no setor da Indústria Farmacêutica utilizando a empresa Italfarmaco Portugal (IP), no distrito de Viseu, para perceber qual o impacto que a comunicação digital tem na Indústria Farmacêutica e como otimiza a sua relação com a classe médica. O estudo de caso envolve entrevistas semi-estruturadas que tiveram como alvo os sete coordenadores que representam as Unidades de Saúde Familiar (USF) na cidade de Viseu.
Os resultados deste estudo demonstraram que a Comunicação Digital com recurso às Ferramentas Web são um complemento pertinente ao trabalho do Delegado de Informação Médica e consideradas como uma mais-valia ao exercício da prática clínica médica.
This research reflects on the Communication as an integral part of organizations, public or private, taking a key role in building awareness, no longer just tactics, and getting a tend strategic role. New forms of organizational communication using the Internet, Information and Communication Technologies (TICs) with the help of Web Tools determine changes in all domains. Web 2.0 provides innovative formats for organizations to relate to and inform their audiences. These changes have succeeded rapidly on a global level and it is vital to realize and take advantage of these new technological opportunities Consequently, the current work focuses on identifying the communication policies of the Portuguese Pharmaceutical Industry (IF) and whether pharmaceutical companies privilege the digital space as a communication vehicle, identifying the different typologies of communication in medical space and evaluating the physicians' effectiveness of online communication. A case study was conducted in the Fharmaceutical Industry using Italfarmaco Portugal (IP), in the district of Viseu, to understand the impact that digital communication has on the Pharmaceutical Industry and how it optimizes its relationship with the medical profession. The case study involves semi-structured interviews that targeted the seven coordinators representing the Family Health Units (USF) in the city of Viseu. The results of this study demonstrated that the Digital Communication with the use of Web Tools is a complement pertinent to the work of the Delegate of Medical Information and considered as an added value to the practice of medical clinical practice.
This research reflects on the Communication as an integral part of organizations, public or private, taking a key role in building awareness, no longer just tactics, and getting a tend strategic role. New forms of organizational communication using the Internet, Information and Communication Technologies (TICs) with the help of Web Tools determine changes in all domains. Web 2.0 provides innovative formats for organizations to relate to and inform their audiences. These changes have succeeded rapidly on a global level and it is vital to realize and take advantage of these new technological opportunities Consequently, the current work focuses on identifying the communication policies of the Portuguese Pharmaceutical Industry (IF) and whether pharmaceutical companies privilege the digital space as a communication vehicle, identifying the different typologies of communication in medical space and evaluating the physicians' effectiveness of online communication. A case study was conducted in the Fharmaceutical Industry using Italfarmaco Portugal (IP), in the district of Viseu, to understand the impact that digital communication has on the Pharmaceutical Industry and how it optimizes its relationship with the medical profession. The case study involves semi-structured interviews that targeted the seven coordinators representing the Family Health Units (USF) in the city of Viseu. The results of this study demonstrated that the Digital Communication with the use of Web Tools is a complement pertinent to the work of the Delegate of Medical Information and considered as an added value to the practice of medical clinical practice.
Description
Keywords
Comunicação Organizacional Indústria Farmacêutica Internet Comunicação Digital Ferramentas Web Organizational Communication Pharmaceutical Industry Internet Digital Communication Web Tools
Citation
Publisher
Instituto Politécnico de Viseu. Escola Superior de Educação de Viseu