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Drug Repurposing Hypothesis Generation Using the "RE:fine Drugs" System
Published on: December 11, 2016
Anuncios directos al consumidor de medicamentos recetados: ¿qué se está vendiendo a los estadounidenses?
S Woloshin1, L M Schwartz, J Tremmel
1VA Outcomes Group, Department of Veterans Affairs Medical Center, White River Junction, VT 05009, USA.
Lancet (London, England)
|October 13, 2001
Resumen
Los anuncios de medicamentos recetados directos al consumidor a menudo usan apelaciones emocionales y descripciones de beneficios vagos. Rara vez mencionan el costo, y los efectos secundarios se presentan con datos, pero los beneficios carecen de ellos, lo que potencialmente engaña al público.
Área de la Ciencia:
- Comunicación de Salud en la Comunicación de Salud
- El marketing farmacéutico es el marketing farmacéutico.
- Salud del consumidor Salud del consumidor
Sus antecedentes:
- En 1999, las compañías farmacéuticas asignaron $ 1.8 mil millones a la publicidad directa al consumidor (DTCA) para medicamentos recetados.
- Comprender los mensajes transmitidos en DTCA es crucial para la salud pública y la toma de decisiones informadas.
Objetivo del estudio:
- Analizar el contenido y las estrategias promocionales utilizadas en los anuncios directos al consumidor de medicamentos recetados.
- Evaluar la información proporcionada con respecto a los beneficios de los medicamentos, los efectos secundarios y el tratamiento de la enfermedad.
Principales métodos:
- Análisis de contenido de 67 anuncios únicos de medicamentos recetados.
- Examen de siete números de diez revistas estadounidenses entre julio de 1998 y julio de 1999.
- Categorización de los anuncios por el propósito del medicamento (mejoramiento de los síntomas, tratamiento de la enfermedad, prevención de la enfermedad).
Principales resultados:
- Los anuncios se centraron predominantemente en la mejora de los síntomas (63%).
- Los llamamientos emocionales (67%) y la sugerencia de causas médicas para las experiencias (39%) fueron tácticas promocionales comunes.
- Los beneficios de los medicamentos a menudo se describieron con términos vagos (87%) en lugar de datos específicos (13%).
- Los efectos secundarios fueron detallados con datos, pero la información de costos estuvo ausente.
Conclusiones:
- El DTCA con frecuencia emplea técnicas persuasivas en lugar de descripciones de beneficios basadas en datos.
- La información incompleta sobre los beneficios de los medicamentos puede no servir plenamente a los intereses públicos o de los médicos.
- Se recomienda una mayor transparencia en el DTCA, particularmente con respecto a los beneficios.
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