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Abstract(s)
O setor farmacêutico abrange várias categorias, desde os produtos cosméticos aos medicamentos sujeitos a receita médica. Por estarem intimamente ligados ao corpo e à saúde, apresentam normas e restrições impostas pelo Infarmed e outras entidades do setor que condicionam e determinam o seu funcionamento no mercado, assim como, a sua comunicação.
A comunicação estratégica faz parte, cada vez mais, da atividade das marcas e numa perspetiva de Relações Públicas e assessoria de imprensa o setor farmacêutico não é exceção. Este apresenta diferentes níveis de complexidade, pois os produtos cosméticos são mais facilmente comunicáveis do que medicamentos, visto que estes necessitam de aprovação prévia e de incluírem obrigatoriamente uma frase legal em todas as mensagens de promoção. Outro fator importante é a falta de atratividade e inovação que estes produtos têm, já que não são novos no mercado.
O presente relatório, resultante de um estágio de três meses na boutique de comunicação Adagietto e da observação direta acerca das dificuldades e particularidades da comunicação no setor farmacêutico, tem como objetivo analisar a estratégia de comunicação implementada a dois produtos farmacêuticos sob a perspetiva de Relações Públicas. O estudo será sustentado pela avaliação de dados recolhidos através da assessoria de imprensa e da análise das estratégias de comunicação online através do Facebook e bloggers das marcas Bio-Oil e Reumon.
The pharmaceutical sector has a wide range of categories, from cosmetic products to prescription medicine. Because they are intimately related to the body and health, they have norms and restrictions imposed by Infarmed and other entities of the industry that condition and determine their function on the market, as well as their communcation. Strategic communication is increasingly part of brands activity and in the perspective of Public Relations and media relations, the pharmaceutical sector is no exception. The sector presents diferente levels of complexity, because cosmetic produts are more easily communicated than medicine since these need prior approval and the presence of a legal phrase in all the promotional messages. Another important fact is the lack of atractiveness and innovation that these products have, since they are not new in the market. The present report, resulted of a three month internship in the communcation boutique Adagietto and of the direct observation of the difficulties and particularities of the communication in the pharmaceutical sector, aims to analyze the communication strategy implemented to two pharmaceutical products from the Public Relations perspective. The study will be sustained by the evaluation of data collected from media relations and from the strategic analysis of the online communication through Facebook and bloggers of the brands Bio-Oil and Reumon.
The pharmaceutical sector has a wide range of categories, from cosmetic products to prescription medicine. Because they are intimately related to the body and health, they have norms and restrictions imposed by Infarmed and other entities of the industry that condition and determine their function on the market, as well as their communcation. Strategic communication is increasingly part of brands activity and in the perspective of Public Relations and media relations, the pharmaceutical sector is no exception. The sector presents diferente levels of complexity, because cosmetic produts are more easily communicated than medicine since these need prior approval and the presence of a legal phrase in all the promotional messages. Another important fact is the lack of atractiveness and innovation that these products have, since they are not new in the market. The present report, resulted of a three month internship in the communcation boutique Adagietto and of the direct observation of the difficulties and particularities of the communication in the pharmaceutical sector, aims to analyze the communication strategy implemented to two pharmaceutical products from the Public Relations perspective. The study will be sustained by the evaluation of data collected from media relations and from the strategic analysis of the online communication through Facebook and bloggers of the brands Bio-Oil and Reumon.
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Keywords
Assessoria de Imprensa Comunicação Estratégica Facebook e Bloggers Online Relações Públicas Setor Farmacêutico