Estratégias de marketing para a farmácia escola Manoel Casado de Almeida: tendências emergentes e perspectivas para os serviços clínicos farmacêuticos.

Abstract

The sociodemographic and epidemiological transformations of the Brazilian population require improvements and adjustments in the qualifications of health professionals to provide qualified services that meet the individual's health needs. In this universe, the Pharmacy School constitutes an ideal setting for the training of pharmacists, which provides opportunities for theoretical-practical interaction in the provision of clinical services to the population. To this end, the importance of marketing strategies that promote Pharmacy School and consolidate it as a practice space for students and health care for the community is observed. The objective of this work was to plan marketing strategies to promote adherence to pharmaceutical clinical services at Pharmacy School Manoel Casado de Almeida, Education and Health Center, on the Cuité/ PB campus, of the Federal University of Campina Grande. To this end, a cross-sectional, descriptive and qualitative study was carried out, defining the main types of marketing strategies for the selection, programming and dissemination of activities and services offered. Instagram® was used to develop digital marketing, and the Canva® software was used to standardize publications, providing an impactful communication attraction. In turn, the strategic analysis was carried out using the SWOT/FOFA management tool. As results, 9 strategies were obtained, considered bases for propagation planning. In turn, any survey of current marketing strategies highlights the digital medium as the main means of propagation. From the situational analysis using the SWOT/FOFA tool, we found, among the weaknesses, deactivated social networks and documents that were not standardized, and among the threats, the lack of interest from users. Therefore, strategies to minimize them were drawn up with internal marketing, digital and traditional marketing. The Pharmacy School logo was updated, as well as the documents were standardized and updated. The Instagram® profile was activated with presentation posts, health education and information regarding the importance of clinical pharmacists and the services offered. Traditional marketing was marked by the creation of a design to create an informative banner. It is expected that Pharmacy School will stand out as a complementary field to the training of pharmaceutical professionals, by providing opportunities for the development of responsibilities and interests in the area of clinical pharmacy. In addition to intensifying teaching-service-community integration, which contributes to a more efficient health system and stimulates innovation in research to generate more effective practices.