制药公司对加拿大阿片类药物广告限制的反应:框架分析
Daniel Eisenkraft Klein1, Joel Lexchin2, Abhimanyu Sud2,3
1Dalla Lana School of Public Health, University of Toronto, Toronto, Ontario, Canada.
制药公司战略性地将阿片类药物推广视为"教育",而不是"广告",以影响医疗保健专业人员. 在一个宽容的框架内,这种自我监管掩盖了营销策略.
科学领域:
- 药品营销和监管 药品营销和监管
- 公共卫生政策 公共卫生政策
- 阿片类药物危机研究研究
背景情况:
- 制药行业对阿片类药物的推广为北美阿片类药物危机做出了贡献.
- 现有的法规允许行业对广告进行自我监管,对行业对营销定义的解释进行有限的调查.
研究的目的:
- 探索制药行业的利益相关者如何对阿片类产品的"营销"和"广告"进行定义.
- 分析行业对停止阿片类药物推广的监管要求的反应.
主要方法:
- 对加拿大卫生部要求自愿停止阿片类药物营销和广告的行业反应进行框架分析.
- 检查制造商和分销商使用的战略语言.
主要成果:
- 公司总是把他们的沟通作为"信息"和"教育",而不是"广告".
- 该行业积极促进自我监管和内部行为准则.
- 这些框架策略在宽松的监管环境中使用,对违规行为造成的后果最小.
结论:
- 制药公司战略性地重塑促销活动,以避免被贴上"广告"的标签.
- 这种框架影响医疗保健专业人员,患者和公众.
- 该研究强调需要对药品营销实践进行更严格的监督.
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