美国医疗营销,1997-2016年
Lisa M Schwartz1, Steven Woloshin1
1The Center for Medicine in the Media, Dartmouth Institute for Health Policy and Clinical Practice, Lebanon, New Hampshire.
JAMA
|January 9, 2019
概括
医疗营销支出从1997年至2016年大幅增加,特别是药品和医疗服务的直接向消费者 (DTC) 广告. 尽管市场营销增加, 但监管仍然有限,
科学领域:
- 健康经济学
- 医疗营销
- 制药行业的监管
背景情况:
- 医疗保健公司利用广泛的促销活动来提高销售额和市场份额.
- 这些活动影响了公众和专业人士对治疗,诊断和疾病定义的看法.
研究的目的:
- 分析1997-2016年美国处方药,疾病意识,卫生服务和实验室测试营销的趋势.
- 检查这些营销实践在20多年的后果和监管环境.
主要方法:
- 使用康达媒体和IQVIA的数据分析消费者和专业营销支出和广告量.
- 审查FDA,FTC和司法部的监管行动,以及医学,商业和新闻数据库的文献搜索.
主要成果:
- 在1997年至2016年期间,医疗营销总支出从177亿美元增加到299亿美元.
- 直接向消费者 (DTC) 广告的增长最快,从21亿美元增加到96亿美元,处方药和医疗服务广告的增长显著.
- 尽管监管机构对药品的监管和罚款增加了超过110亿美元,但对专业人士的营销仍然很大.
结论:
- 医疗营销,特别是DTC广告,在过去的20年里大幅增长.
- 医疗保健专业人员的药品营销仍然占据了支出的主导地位,即使有旨在减少行业影响力的政策.
- 监管没有跟上医疗营销活动的扩大步伐.
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