Loading...
Publication
Introdução de uma nova marca em indústria farmacêutica
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.55 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O ciclo do medicamento está fortemente legislado e é composto por várias etapas: investigação e desenvolvimento, registo e comercialização. Todas têm por objetivo garantir a qualidade, segurança e eficácia do medicamento que será introduzido no mercado.
O processo de investigação e desenvolvimento de novos fármacos é um processo bastante moroso e complexo, contudo, o seu avanço tem permitido disponibilizar tecnologias inovadoras e personalizadas ao doente.
Para que o medicamento seja comercializado, é necessário submete-lo a uma introdução no mercado. Esta pode ser executada através de quatro diferentes procedimentos: nacional, centralizado, descentralizado e de reconhecimento mútuo.
De forma a garantir a acessibilidade e equidade a novas terapêuticas, são delineadas estratégicas que produzem melhorias no acesso ao mercado, nomeadamente através da fixação do preço dos medicamentos e do seu financiamento público. Em Portugal, esta responsabilidade está ao abrigo do INFARMED - Autoridade Nacional do Medicamento e Produtos de Saúde, I.P.
Posteriormente à validação da AIM, o medicamento precisa de ser comercializado e lançado no mercado, como tal, é necessário elaborar um planeamento estratégico e de marketing que irá aportar a sua comunicação, promoção e divulgação.
As campanhas awareness são ferramentas que a Indústria Farmacêutica pode utilizar para posicionar de forma estratégica um medicamento no mercado, promovendo a adoção e alteração de comportamentos por parte dos consumidores.
The medicine cycle is heavily legislated and consists of several steps: research and development, registration and commercialization. All of them aim to guarantee the quality, safety and efficacy of the medicine that will be introduced in the market. The process of research and development of a new medicine is a very time consuming and complex process but has evolved to make it possible to offer innovative and personalized technologies to the patient. For the medicinal product to be marketed, it has to happen an introduction on the market. This can be done through four different procedures: national, centralized, decentralized and mutual recognition. To guarantee the accessibility and fairness of new therapies, strategies are outlined that produce improvements in market access, namely through the pricing of medicines and their public funding. In Portugal, this responsibility is under the INFARMED - National Authority for Medicines and Health Products, I.P. After the validation of the marketing authorization, the medicine needs to be marketed and launched on the market, as such, it is necessary to elaborate strategic and marketing planning that will guide its communication, promotion and dissemination. Awareness campaigns are tools that the Pharmaceutical Industry can use to strategically position a medicine on the market, promoting the adoption and change of behaviors by consumers.
The medicine cycle is heavily legislated and consists of several steps: research and development, registration and commercialization. All of them aim to guarantee the quality, safety and efficacy of the medicine that will be introduced in the market. The process of research and development of a new medicine is a very time consuming and complex process but has evolved to make it possible to offer innovative and personalized technologies to the patient. For the medicinal product to be marketed, it has to happen an introduction on the market. This can be done through four different procedures: national, centralized, decentralized and mutual recognition. To guarantee the accessibility and fairness of new therapies, strategies are outlined that produce improvements in market access, namely through the pricing of medicines and their public funding. In Portugal, this responsibility is under the INFARMED - National Authority for Medicines and Health Products, I.P. After the validation of the marketing authorization, the medicine needs to be marketed and launched on the market, as such, it is necessary to elaborate strategic and marketing planning that will guide its communication, promotion and dissemination. Awareness campaigns are tools that the Pharmaceutical Industry can use to strategically position a medicine on the market, promoting the adoption and change of behaviors by consumers.
Description
Dissertação para obtenção do grau de Mestre no Instituto Universitário Egas Moniz
Keywords
Acesso ao mercado Legislação Planeamento estratégico Marketing