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Publication
Impacto do atendimento digital no comportamento de compra na farmácia com manipulação na cidade de São Paulo
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 37655 | 1.54 MB | Adobe PDF |
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Abstract(s)
O Brasil adotou o WhatsApp™ como principal ferramenta de envio de mensagens sendo esta a preferida da população. Durante a pandemia ocorreu desenvolvimento da legislação brasileira para autorizar prescrição remota e prescrição eletrônica. Este estudo objetiva avaliar como o atendimento digital mudou o comportamento das Farmácias com Manipulação (FM), venda de medicamentos e a Atenção Farmacêutica por telessaúde. Foi aplicado questionário, via Google Forms™ a responsáveis administrativos e farmacêuticos de FM da cidade de São Paulo para triar todo este movimento de atualização que ocorreu com o aumento de atendimento por WhatsApp™, sendo este um estudo de caso. Foram obtidos 33 participantes da pesquisa, juntos somaram 66 unidades de FM, correspondente a 24% das FM, conforme levantamento realizado que aponta 275 FM na cidade de São Paulo. A maior parte das FM possuem de 1 a 2 estabelecimentos, contendo em sua maioria 2 profissionais farmacêuticos, com 10-19 e 20-49 colaboradores, maior concentração de FM nas Zonas Leste e Sul. Em 2023 o total de 39,39% das FM apresentam um faturamento total >75% do atendimento digital, já 27,27% apresentam de 31-50% e 51-75% do seu faturamento total advindo do atendimento digital. No ano de 2019 um total de 30,30% das FM participantes obtinha faturamento com ≤30% por vias digitais. Apenas 12,12% das FM possuíam >75% do faturamento obtido por vias digitais. Observou-se que 67% FM mantiveram o número de unidades, apenas 15% realizaram aumento de unidades e 18% diminuíram. Em 67% FM houve aumento da área de atendimento digital, sendo que 30% dos participantes não investiram em mudanças na estrutura física e apenas 6% informaram aumento de área de atendimento presencial. Foi identificado que 60,1% dos participantes informaram que investiram em ferramenta de gestão de mensagem integrada ao ERP, 15,15% investiram em gestão de mensagem, outros 15,15% utilizam o WhatsApp™ na versão Web em até 4 máquinas e apenas 9,09% utilizam o WhatsApp™ no aparelho telefônico celular. Foi possível concluir que as FM ao perceberem essa mudança de comportamento dos consumidores revisaram estratégias e direcionaram os esforços para novas ferramentas e meios mais assertivos de prestar um atendimento de excelência, bem como um suporte farmacêutico por telessaúde.
Brazil has adopted WhatsApp™ as the main messaging tool, which is the population's favorite. During the pandemic, Brazilian legislation was developed to authorize remote prescription and electronic prescription. This study aims to evaluate how digital assistance has changed the behavior of Pharmacies with Manipulation (FM), drug sales and Pharmaceutical Care via telehealth. A questionnaire was applied via Google Forms™ to FM administrative and pharmaceutical managers in the city of São Paulo to screen all this update movement that occurred with the increase in WhatsApp™ service, this being a case study. A total of 33 research participants were obtained, together they totaled 66 FM units, corresponding to 24% of the FM, according to a survey that points to 275 FM in the city of São Paulo. Most FM have 1 to 2 establishments, mostly containing 2 pharmaceutical professionals, with 10-19 and 20-49 employees, a higher concentration of FM in the East and South Zones. In 2023, a total of 39.39% of the FM have a total billing >75% of digital service, while 27.27% have 31-50% and 51-75% of their total billing coming from digital service. In 2019, a total of 30.30% of the participating FM had revenues of ≤30% through digital channels. Only 12.12% of FM had >75% of revenue obtained through digital means. It was observed that 67% FM maintained the number of units, only 15% increased units and 18% decreased. In 67% FM, there was an increase in the digital service area, with 30% of the participants not investing in changes in the physical structure and only 6% reported an increase in the face-to-face service area. It was identified that 60.1% of the participants reported that they invested in a message management tool integrated with the ERP, 15.15% invested in message management, another 15.15% use WhatsApp™ in the web version on up to 4 machines and only 9 .09% use WhatsApp™ on their cell phones. It was possible to conclude that the FM, upon realizing this change in consumer behavior, revised strategies and directed efforts towards new tools and more assertive means of providing excellent service, as well as pharmaceutical support via telehealth.
Brazil has adopted WhatsApp™ as the main messaging tool, which is the population's favorite. During the pandemic, Brazilian legislation was developed to authorize remote prescription and electronic prescription. This study aims to evaluate how digital assistance has changed the behavior of Pharmacies with Manipulation (FM), drug sales and Pharmaceutical Care via telehealth. A questionnaire was applied via Google Forms™ to FM administrative and pharmaceutical managers in the city of São Paulo to screen all this update movement that occurred with the increase in WhatsApp™ service, this being a case study. A total of 33 research participants were obtained, together they totaled 66 FM units, corresponding to 24% of the FM, according to a survey that points to 275 FM in the city of São Paulo. Most FM have 1 to 2 establishments, mostly containing 2 pharmaceutical professionals, with 10-19 and 20-49 employees, a higher concentration of FM in the East and South Zones. In 2023, a total of 39.39% of the FM have a total billing >75% of digital service, while 27.27% have 31-50% and 51-75% of their total billing coming from digital service. In 2019, a total of 30.30% of the participating FM had revenues of ≤30% through digital channels. Only 12.12% of FM had >75% of revenue obtained through digital means. It was observed that 67% FM maintained the number of units, only 15% increased units and 18% decreased. In 67% FM, there was an increase in the digital service area, with 30% of the participants not investing in changes in the physical structure and only 6% reported an increase in the face-to-face service area. It was identified that 60.1% of the participants reported that they invested in a message management tool integrated with the ERP, 15.15% invested in message management, another 15.15% use WhatsApp™ in the web version on up to 4 machines and only 9 .09% use WhatsApp™ on their cell phones. It was possible to conclude that the FM, upon realizing this change in consumer behavior, revised strategies and directed efforts towards new tools and more assertive means of providing excellent service, as well as pharmaceutical support via telehealth.
Description
Keywords
Atendimento digital Farmácia com manipulação WhatsApp™ COVID-19 Telessaúde Digital service Compounding pharmacies