As estratégias de marketing de relacionamento da empresa Ortojuf com os profissionais da saúde

Abstract

This case study seeks to analyze the marketing practices related to the OrtoJuf promotion mix, a small company that operates in the orthopedics market in Juiz de Fora and in some cities in the region, with one of its target segments: professionals prescribing the use of orthopedic products. Through this analysis, we identified the main critical points that interfere in the elaboration of marketing actions that aim at the development and maintenance of practices related to relationship marketing, in order to elaborate a plan that will contribute to OrtoJuf reach its strategic objectives. In order to do so, a bibliographical research was carried out to better understand the requirements of the current organizational environment and themes that supported the development of the proposed plan, namely: Relationship Marketing, Decision Making Process, Direct Marketing and Personal Sales. As a recommendation, two action plans based on the 5W2H methodology were developed so that the company can improve and develop promotional strategies characterized by direct and personalized communication and, thus, achieve the objectives proposed in this work.