Expectativas e atitudes dos usuários de uma farmácia universitária

Abstract

The Brazilian public service has been incorporating, often with adaptations, a series of managerial tools typical of the private initiative in order to serve its users with better quality. The purpose of this article is to present a case study where the marketing research was employed with this proposal. The paper describes how a federal university used focus groups to gather information and plan the pharmaceutical care service of its university pharmacy. As a result of the work, the motivations were found to demand a health care service and the reference groups of its users, the expectations and attitudes of the public regarding the service, and their suggestions for it. The research with the public of the university pharmacy introduced the perception of the user in the conception of its service offer, allowing to add value to the same through management suggestions directed to the physical evidences, people management, processes, marketing communication and pricing of the service.