Marketing em medicina veterinária: desafios em tempos de pandemia

Abstract

This study aimed at investigating the possible behavioral changes in the profile of consumers of the current market and at describing and analyzing marketing strategies adopted by veterinarians from the state of Paraíba, Brazil, during the pandemic. A bibliographic research was conducted from relevant records found in books, papers, monographs, dissertations, theses, etc., in order to establish the first impressions and understandings on the topic addressed, providing theoretical bases for the discussions of the findings. Therefore, it was possible to identify the difficulties found by customers and professionals concerning the services that were used and provided. The data collection was conducted by means of questionnaires. From the results obtained from this research, it was possible to identify some mistakes and successes regarding the marketing of the veterinary establishments, since, although many of them already know such theories, there is a lack of implementation of several concepts in the marketing. Therefore, marketing is crucial to the maintenance of an establishment in the market, since it brings a significant return, even during recession, what makes this investment essential to make the company stand out and overcome the difficulties imposed.