Gestão de marketing e da inovação no contexto da farmácia magistral : um estudo de caso na cidade de Aracaju-SE

Abstract

The compounding pharmacy (CP) is the establishment of manipulation of magistral and oficinal formulas, of trade in drugs, medicines, pharmaceutical inputs and related items, carrying out operations and procedures in conditions of quality and traceability of the entire process, also comprising the activity of dispensation. Currently, there are few reports in the literature about the role of the managing pharmacist in CP, as well as his role in marketing and innovation management in this and the market trends, such as telemarketing and the need for the pharmacist to become a “professional- maker ”. Thus, this monograph presents a review of the literature on marketing management and innovation management, seeking to emphasize its content for an application in the CP scenario and addresses a case study from the results of the SWOT analysis tools, brainstorming and empathy map, discussing them and launching a perspective for the sector in the city of Aracaju, Sergipe state.