Sistema de marketing de saúde no Brasil: impactos dos fenômenos de medicalização e farmaceuticalização e alternativa de equilíbrio

• Ano de defesa: 2017
• Autor(a) principal: Carvalho, Diana Lucia Teixeira de
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal da Paraíba; Brasil; Administração; Programa de Pós-Graduação em Administração; UFPB
• Palavras-chave em Português: Sistema de marketing de saúde; Equilíbrio do sistema; Medicalização; Farmaceuticalização; Health marketing system; Equilibrium of the system; Medicalization; Pharmaceuticalization; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://repositorio.ufpb.br/jspui/handle/tede/9407

The purpose of this thesis is to analyze how the health marketing system is unbalanced by the influence of the medicalization and pharmaceuticalization phenomena, seeking an alternative to restore the the equilibrium of the system especially in favor of the consumer. Inicially, we conceptualized the medicalizaition and pharmaceuticalization phenomena to understand how they are configured and how they influence the exchange processes in the health marketing system. Sequentially, the health marketing system was Characterized in main agents, actions and flows and outcomes. For this, we aplied the equilibrium concept and we analysed how the processes of medicalization and pharmaceuticalization can be potencial factors of desequilibrium of this system. We observe that imbalances directly and indirectly fall mainly on the consumer, even if this is considered an active agent in the processes of medicalization and pharmaceuticalization. In this sense, we argue that the performance of a social organization can be understood as an alternative of equilibrium for the health marketing system, insofar as this type of organization can aim to defend the interests of the less beneficiaries of a marketing system. To empirically illustrate this proposition, we characterize the performance of ‘Despatologiza: the despatologization of life movement’, through a qualitative and exploratory study of case. The Despatologiza operates seeking to sensitize professionals, particularly health and education, and empower society about the phenomena of medicalization and pharmaceuticalization. In addition, we interviewed nine medical professionals to analyze their vision about the functioning of social organizations in the health sector, as well as possible actions that Despatologiza can implement to consolidate its performance in the marketing system of health. As results, we highlight that the training of professionals and consumer education were the main actions considered with possible means of organizations such as Despatologiza to promote changes in the health marketing system under the influence of the sociocultural phenomena of medicalization and pharmaceuticalization. Thus, this study contributes in a theoretical and practical way to the discussion about the phenomena of medicalization and pharmaceuticalization through the bias of macromarketing, presenting an alternative of acting in favor of the balance of the marketing system, in the actions of social organizations, especially when well structured, towards social improvement goal