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Comercialización médica en los Estados Unidos, 1997-2016

Lisa M Schwartz¹, Steven Woloshin¹

¹The Center for Medicine in the Media, Dartmouth Institute for Health Policy and Clinical Practice, Lebanon, New Hampshire.

|January 9, 2019

Resumen

El gasto en marketing médico aumentó significativamente entre 1997 y 2016, en particular la publicidad directa al consumidor (DTC) para medicamentos y servicios de salud. A pesar del aumento de la comercialización, la supervisión regulatoria sigue siendo limitada, con miles de millones en multas por prácticas engañosas.

Área de la Ciencia:

Economía de la salud
Comercialización médica
Reglamento de la industria farmacéutica

Sus antecedentes:

Las empresas sanitarias utilizan amplias actividades promocionales para impulsar las ventas y la cuota de mercado.
Estas actividades influyen en las percepciones públicas y profesionales de los tratamientos, diagnósticos y definiciones de enfermedades.

Objetivo del estudio:

Para analizar las tendencias en medicamentos recetados, concienciación sobre enfermedades, servicio de salud y comercialización de pruebas de laboratorio en los Estados Unidos desde 1997-2016.
Examinar las consecuencias y el panorama regulatorio de estas prácticas de comercialización durante dos décadas.

Principales métodos:

Análisis de los gastos de marketing de los consumidores y profesionales y de los volúmenes de anuncios utilizando datos de Kantar Media e IQVIA.
Revisión de las acciones regulatorias de la FDA, FTC y DOJ, junto con búsquedas de literatura de bases de datos médicas, comerciales y de noticias.

Principales resultados:

El gasto total en marketing médico aumentó de $ 17.7 a $ 29.9 mil millones (dólares de 2016) entre 1997 y 2016.
La publicidad directa al consumidor (DTC, por sus siglas en inglés) experimentó el crecimiento más rápido, pasando de 2.100 millones de dólares a 9.600 millones de dólares, con un notable aumento en los anuncios de medicamentos recetados y servicios de salud.
El marketing farmacéutico para profesionales se mantuvo sustancial, a pesar del mayor escrutinio regulatorio y de más de $ 11 mil millones en multas por prácticas engañosas.

Conclusiones:

El marketing médico, especialmente la publicidad DTC, ha crecido sustancialmente en los últimos 20 años.
La comercialización farmacéutica para los profesionales de la salud continúa dominando el gasto, incluso con políticas destinadas a reducir la influencia de la industria.
La supervisión reguladora no ha seguido el ritmo de la expansión de las actividades de comercialización médica.

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