Abstract

ALVES, Fernando Henrique Canhoto et al. Percepções de alunos de medicina sobre marketing médico. Rev. Bras. Educ. Med. [online]. 2012, vol.36, n.03, pp.293-299. ISSN 1981-5271.

Background: Professional marketing is a controversial topic, mainly regarding ethical principles. Therefore, increasing market competion turns professional capacitation mandatory. To know under graduation medical student’s perceptions could help to develop educational alternatives to face this problem. Metodology: First, professional marketing believes were identified through focus group methodology including twelve students. Based on these results, ten affirmatives were constructed to evaluate attitudes and applied to the students of a Brazilian public medicine school. Results: It was observed lack of a clear definition of marketing, preoccupation regarding ethical principles and need to employ marketing strategies in a competitive market. At the survey stage, 280 answers from different stages of the course were obtained. Only 16.8% admitted to have had previous contact with the topic. Clear ethical standards for medical-patient relationship were determined, increasing with course progression. However inter-professional ethical principles was more subject to confusion. Conclusion: Professional marketing is poorly understood and it is relegated to the occult curricula, being influenced by didactic methods inadequately transposed for marketing strategies. Newer educational methods, like mentoring, could be an alternative to deal with these situations.

Keywords : Marketing of Health Services; Professional Ethics; Medical Education; Preceptorship.

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