PERCEPÇÃO DO SEGMENTO MÉDICO SOBRE CONCEITOS DE RESPONSABILIDADE SOCIAL: UM ESTUDO DE CASO

Abstract

The present dissertation has researched the concept of social responsibility from the point of view of doctors as customers of the pharmaceutical industry. Its aim is to analyze how far doctors get involved in social responsibility issues and consequently, to what extend their involvement influences their choices when prescribing medicine to their patients. Based on the existing theory on the subject, the method used in this dissertation consisted of a descriptive and applied research as well as bibliographical and field research. By the means of a questionnaire submitted to 60 doctors, it was possible to check their personal view regarding social responsibility, the way they see the pharmaceutical concern for this issue and to what extend it influences their choices when prescribing medications. As a result, the present research showed that doctors in general see social responsibility according to what is stated in the current literature and they would have preference for socially responsible companies, although not all of them have enough information on the subject.