Mercadeo farmacéutico de productos bajo prescripción: efectos de las estrategias Direct-to-Consumer-Advertising en el comportamiento de los consumidores y de prescripción de los médicos

Este proyecto se origina en el interés de analizar las estrategias actuales de promoción de productos farmacéuticos, en el marco del debate sobre el efecto persuasivo o informativo que la publicidad directa tiene sobre los consumidores. El objetivo es determinar el efecto de las estrategias de promoción directa para consumidores (Direct to Consumer Advertising [DTCA]) sobre el comportamiento de compra de pacientes y las prescripciones que formulan los médicos en el mercado de productos bajo receta en Estados Unidos. Para tal fin se propuso realizar una monografía que incluyera una revisión de literatura de carácter argumentativo, consultando información de nivel secundario en bases de datos científicas cuyos contenidos obedecieran a criterios metodológicos determinados por la naturaleza argumentativa del estudio. Adicionalmente, se analizó el debate sobre estos anuncios a la luz de dos estudios realizados a pacientes con cáncer de seno, próstata y colon, liderados por el Pennsylvania Cancer Registry con los productos biofarmacéuticos Avodart® y Flomax®. Finalmente, la investigación se fundamentó en la relación del mercado farmacéutico en Estados Unidos con cada uno de los agentes que interactúan en él; consumidores, médicos prescriptores y empresas farmacéuticas, así como el valor que estos comparten través de dichas interacciones. Se concluye que el comportamiento de compra de los consumidores está determinado por la naturaleza de la patología que padecen y el comportamiento de los profesionales que prescriben a sus pacientes se ve influenciado por los anuncios DTCA.

Pacote de sincronização de réplicas de bases de dados

A replicação de base de dados tem como objectivo a cópia de dados entre bases de dados distribuídas numa rede de computadores. A replicação de dados é importante em várias situações, desde a realização de cópias de segurança da informação, ao balanceamento de carga, à distribuição da informação por vários locais, até à integração de sistemas heterogéneos. A replicação possibilita uma diminuição do tráfego de rede, pois os dados ficam disponíveis localmente possibilitando também o seu acesso no caso de indisponibilidade da rede. Esta dissertação baseia-se na realização de um trabalho que consistiu no desenvolvimento de uma aplicação genérica para a replicação de bases de dados a disponibilizar como open source software. A aplicação desenvolvida possibilita a integração de dados entre vários sistemas, com foco na integração de dados heterogéneos, na fragmentação de dados e também na possibilidade de adaptação a várias situações. ABSTRACT: Data replication is a mechanism to synchronize and integrate data between distributed databases over a computer network. Data replication is an important tool in several situations, such as the creation of backup systems, load balancing between various nodes, distribution of information between various locations, integration of heterogeneous systems. Replication enables a reduction in network traffic, because data remains available locally even in the event of a temporary network failure. This thesis is based on the work carried out to develop an application for database replication to be made accessible as open source software. The application that was built allows for data integration between various systems, with particular focus on, amongst others, the integration of heterogeneous data, the fragmentation of data, replication in cascade, data format changes between replicas, master/slave and multi master synchronization.

Trans-national cooperation: an asset in the Portuguese overseas trade. Foreigners operating in the Portuguese overseas trade, 1580-1590

This paper aims to discuss the role of foreign merchants, operating from Portugal, in the Portuguese overseas trade, during the first ten years of Iberian Union. The focus is not in products or routes, but in the mechanisms of association of such merchants. Iberian Union created a legal framework which prohibited the interference and trade of Portuguese agents in the Spanish Empire and vice-versa. Due to the imperialist wars of the Habsburgs, the Portuguese Empire also suffered from Dutch and English rivalry both in the Indic and in the Atlantic and also from the embargos of Dutch and English products and ships in Iberian ports. In such conjuncture, how did merchants related with each other? What was the impact of the political union of the Portuguese and Spanish crowns in trading associations? The used data sources are the notarial contracts of Lisbon for the same period. The paper highlights the role of Castilian merchants in the Portuguese trade, but it also stresses that Iberian partnerships have prevailed before 1580. The role of other merchants, such as Flemish/Dutch, Germans, Italians and French, is also considered. The paper discusses how and why did these merchants join in trans-national partnerships and what was their role in the Portuguese trade network at the time.

Mapping spatial and temporal potassium balances in Brazilian soils of south-west Goias.

Introduction: Brazil, is one of the main agricultural producers in the world ranking 1st in the production of sugarcane, coffee and oranges. It is also 2nd as world producer of soybeans and a leader in the harvested yields of many other crops. The annual consumption of mineral fertilizers exceeds 20 million mt, 30% of which corresponds to potash fertilizers (ANDA, 2006). From this statistic it may be supposed that fertilizer application in Brazil is rather high, compared with many other countries. However, even if it is assumed that only one fourth of this enormous 8.5 million km2 territory is used for agriculture, average levels of fertilizer application per hectare of arable land are not high enough for sustainable production. One of the major constraints is the relatively low natural fertility status of the soils which contain excessive Fe and Al oxides. Agriculture is also often practised on sandy soils so that the heavy rainfall causes large losses of nutrients through leaching. In general, nutrient removal by crops such as sugarcane and tropical fruits is much more than the average nutrient application via fertilization, especially in regions with a long history of agricultural production. In the recently developed areas, especially in the Cerrado (Brazilian savanna) where agriculture has expanded since 1980, soils are even poorer than in the "old" agricultural regions, and high costs of mineral fertilizers have become a significant input factor in determining soybean, maize and cotton planting. The consumption of mineral fertilizers throughout Brazil is very uneven. According to the 1995/96 Agricultural Census, only in eight of the total of 26 Brazilian states, were 50 per cent or more of the farms treated "systematically" with mineral fertilizers; in many states it was less than 25 per cent, and in five states even less than 12 per cent (Brazilian Institute for Geography and Statistics; Censo Agropecuario1995/96, Instituto Brazileiro de Geografia e Estadistica; IBGE, www.ibge.gov.br). The geographical application distribution pattern of mineral fertilizers may be considered as an important field of research. Understanding geographical disparities in fertilization level requires a complex approach. This includes evaluation of the availability of nutrients in the soil (and related soil properties e.g. CEC and texture), the input of nutrients with fertilizer application, and the removal of nutrients by harvested yields. When all these data are compiled, it is possible to evaluate the balance of particular nutrients for certain areas, and make conclusions as to where agricultural practices should be optimized. This kind of research is somewhat complicated, because it relies on completely different sources of data, usually from incomparable data sources, e.g. soil characteristics attributed to soil type areas, in contrast to yields by administrative regions, or farms. A priority tool in this case is the Geographical Information System (GIS), which enables attribution of data from different fields to the same territorial units, and makes possible integration of these data in an "inputoutput" model, where "input" is the natural availability of a nutrient in the soil plus fertilization, and "output" export of the same nutrient with the removed harvested yield.