MARKETING NA PRÁTICA DA MEDICINA VETERINÁRIA DE PETs

Soraya Abrantes Pinto Brito; Felipe Eduardo da Silva Sobral; Gil Dutra Furtado

doi:10.32435/envsmoke2025nassau02

Authors

Soraya Abrantes Pinto Brito Freelance Researcher in marketing, dogs and cats, zootherapy, veterinary medicine, PET lodging, João Pessoa, Paraíba, Brazil
Felipe Eduardo da Silva Sobral He works as a Freelance Veterinarian and in the Dog and Cat Population Control Unit of the João Pessoa City Council (UCPCG/PMJP), Paraíba, Brasil
Gil Dutra Furtado Maurício de Nassau University Center (UNINASSAU-PB). Cooperative member of COOPAGRO (Agribusiness Technical Services Cooperative). Researcher associated with LABEA (Laboratory of Aquatic Ecology) at the Federal University of Paraíba, João Pessoa, Paraíba, Brazil https://orcid.org/0000-0001-5611-4814

DOI:

https://doi.org/10.32435/envsmoke2025nassau02

Keywords:

Marketing, Marketing Mix, Veterinary services

Abstract

The demand for better veterinary care is growing as the number of animals reaching greater longevity increases. Many programs to raise awareness about better veterinary care are being carried out around the world, which is fueling demand and is no different in Brazil. Such initiatives create awareness between pet owners and veterinary care, which should boost the market. Marketing applied to the veterinary market uses a variety of strategic initiatives to achieve its growth targets and expand its market share. Major companies are launching new products, forming partnerships and collaborations, expanding their local and regional presences and pursuing mergers and acquisitions. Thus, it is hoped that marketing, as addressed in this article, will boost professionals in the field in their diverse realities.

Downloads

Download data is not yet available.

Author Biographies

Soraya Abrantes Pinto Brito, Freelance Researcher in marketing, dogs and cats, zootherapy, veterinary medicine, PET lodging, João Pessoa, Paraíba, Brazil

Freelance Researcher in marketing, dogs and cats, zootherapy, veterinary medicine, PET lodging. Academic Degrees in Veterinary Medicine (UNINASSAU-PB) and Social Communication - Publicity and Advertising (IESP), João Pessoa, Paraíba, Brasil

Felipe Eduardo da Silva Sobral, He works as a Freelance Veterinarian and in the Dog and Cat Population Control Unit of the João Pessoa City Council (UCPCG/PMJP), Paraíba, Brasil

Veterinarian / Federal University of Campina Grande (UFCG), Master's Degree in Agroforestry in the Semi-Arid by the Federal University of Campina Grande. He works as a freelance Veterinarian and in the Dog and Cat Population Control Unit of the João Pessoa City Council (UCPCG/PMJP), Paraíba, Brasil

Gil Dutra Furtado, Maurício de Nassau University Center (UNINASSAU-PB). Cooperative member of COOPAGRO (Agribusiness Technical Services Cooperative). Researcher associated with LABEA (Laboratory of Aquatic Ecology) at the Federal University of Paraíba, João Pessoa, Paraíba, Brazil

Veterinarian and Professor at Maurício de Nassau Center University (UNINASSAU-PB) João Pessoa, Paraíba, Brazil. Agronomist and Psychopedagogue, PhD in Psychobiology and Post-Doctorate in Environmental Development. He is currently a member of COOPAGRO (Agribusiness Technical Services Cooperative). Associated researcher with LABEA (Laboratory of Aquatic Ecology) at the Federal University of Paraíba

References

ACKERMAN, L. Business Basics for Veterinarians. Lincoln: ASJA Press, 2002. Disponível em: https://books.google.com.br/books/about/Business_Basics_for_Veterinarians.html?id=9OmqIbqrffYC&redir_esc=y. Acesso em: 16 Jan. 2025.

ACKERMAN, L. Blackwell's Five-Minute Veterinary Practice Management Consult. Hoboken: Blackwell Publishing, 2007. Disponível em: https://www.wiley.com/. Acesso em: 15 Jan. 2025.

BOBOŠ, S.; RADINOVIĆ, M.; VIDIĆ, B.; PAJIĆ, M.; VIDIĆ, V.; GALFI, A. Mastitis therapy: Direct and indirect costs. Biotechnology in Animal Husbandry, vol. 29, n. 2, p. 269-275, 2013. Disponível em: https://doi.org/10.2298/BAH1302269B DOI: https://doi.org/10.2298/BAH1302269B

KOCH, R. O princípio 80/20: O segredo de se realizar mais com menos. Rio de Janeiro: Rocco, 2000. Disponível em: https://rocco.com.br/. Acesso em: 12 Jan. 2025.

KOTLER, P. Upravljanje marketingom 1-2: Analiza, planiranje i kontrola. Zagreb: Informator, 1988. Disponível em: https://knjiga.hr/upravljanje-marketingom-1-2-philip-kotler-1/. Acesso em: 15 Jan. 2025.

KOTLER, P. Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know. 1. ed. New Jersey: John Wiley & Sons, 2003. Disponível em: https://www.wiley.com/en-us/Marketing+Insights+from+A+to+Z%3A+80+Concepts+Every+Manager+Needs+to+Know-p-9781118045619#reviews-section. Acesso em: 17 Jan. 2025.

MEĐUGORAC, S. Marketing veterinarskih usluga: Magistarski rad. Zagreb: Ekonomski fakultet, 2009. Disponível em: https://katalog.efzg.hr/pagesResults/bibliografskiZapis.aspx?selectedId=13047520&currentPage=1&searchById=100&sort=0&age=0&fid0=11&fv0=%23502%23odrasli&spid0=100&spv0=veterina&mdid0=0&vzid0=0&xm0=1. Acesso em: 16 Jan. 2025.

MINTZBERG, H.; AHLSTRAND, B.; LAMPEL, J. Safári de Estratégia: Um Roteiro pela Selva do Planejamento Estratégico. Porto Alegre: Grupo A - Bookman, 2000. Disponível em: https://loja.grupoa.com.br/selo-bookman. Acesso em: 12 Jan. 2025.

MOLHOEK, A.W.I.; ENDENBURG, N. The effectiveness of marketing concepts in veterinary practices. Tijdschrift voor Diergeneeskunde, v. 134, n. 1, p. 4-10, 2009. Disponível em: https://pubmed.ncbi.nlm.nih.gov/19256213/. Acesso em: 10 Jan. 2025.

MOORE, K.; PAREEK, N. Marketing: The basics. 2. ed. New York: Routledge – Taylor & Francis Group, 2010. Disponível em: https://www.routledge.com/Marketing-The-Basics/Moore-Pareek/p/book/9780415779005?srsltid=AfmBOordkzwEis7Z3JzLZljagbS_KdU_5K5ADEDnRJARuNE2p3rn1mD_. Acesso em: 15 Jan. 2025.

PRIDE, M.W.; FERRELL, O.C. Marketing. 15 ed. Mason: South-Western Cengage Learning, 2010. Disponível em: https://www.cengage.com/. Acesso em: 15 Jan. 2025.

SAVIĆ, S.; VIDIĆ, B.; LAZIĆ, S.; LAKO, B.; POTKONJAK, A.; LEPŠANOVIĆ, Z. Borrelia burgdorferi in ticks and dogs in the province of Vojvodina, Serbia. Parasite, vol. 17, n. 4, p. 357-361, 2010. Disponível em: https://doi.org/10.1051/parasite/2010174357 DOI: https://doi.org/10.1051/parasite/2010174357

SILK, J.A. What is Marketing?. Brighton: Harvard Business School Press, 2006. Disponível em: https://hbsp.harvard.edu/product/4605-PDF-ENG. Acesso em: 16 Jan. 2025.

STOWE, J.D. Brand loyalty and veterinary practice marketing. The Canadian Veterinary Journal, v. 40, n. 11, p. 815–818, 1999. Disponível em: https://pmc.ncbi.nlm.nih.gov/articles/PMC1539997/. Acesso em: 10 Jan. 2025.

TADIĆ, M. Marketing veterinarskih usluga. Veterinarska Stanica, v. 45, n. 5, p. 471- 480, 2011. Disponível em: https://veterinarska-stanica-journal.hr/veterinarska-stanica-izdanja/. Acesso em: 17 Jan. 2025.

VASILJEV, S. Marketing, četvrto izdanje. Novi Sad: Prometej, 2005. Disponível em: https://www.prometej.rs/. Acesso em: 16 Jan. 2025.

VIDIĆ, B; SAVIĆ-JEVĐENIĆ, S.; GRGIĆ, Ž.; BUGARSKI, D.; MALJKOVIĆ, M. Infectious abortion in sheep. Biotechnology in Animal Husbandry, vol. 23, n. 5-6, p. 383-389, 2007. Disponível em: https://doi.org/10.2298/BAH0701383V DOI: https://doi.org/10.2298/BAH0701383V

VIDIĆ, B.; SAVIĆ, S.; PRICA, N. Paratuberculosis in cattle: The outspread, diagnostics and control. Biotechnology in Animal Husbandry, vol. 27, n. 3, p. 335-344, 2011. Disponível em: https://doi.org/10.2298/BAH1103335V DOI: https://doi.org/10.2298/BAH1103335V

VIDIĆ, V. Marketing in modern veterinary practice services. Archives of Veterinary Medicine [Arhiv veterinarske medicine], v. 5, n. 2, p. 67-75, 2012. Disponível em: https://doi.org/10.46784/e-avm.v5i2.172 DOI: https://doi.org/10.46784/e-avm.v5i2.172