{"id":4594,"date":"2015-11-26T14:28:54","date_gmt":"2015-11-26T14:28:54","guid":{"rendered":"https:\/\/blog.mindthegraph.com\/?p=4594"},"modified":"2022-11-09T22:39:33","modified_gmt":"2022-11-10T01:39:33","slug":"6-things-you-should-know-about-drug-ads-a-graphical-guide","status":"publish","type":"post","link":"https:\/\/mindthegraph.com\/blog\/cs\/6-veci-ktere-byste-meli-vedet-o-reklamach-na-drogy-graficky-pruvodce\/","title":{"rendered":"6 v\u011bc\u00ed, kter\u00e9 byste m\u011bli v\u011bd\u011bt o reklam\u00e1ch na drogy [grafick\u00fd pr\u016fvodce]"},"content":{"rendered":"<h3><\/h3>\n<h3><a href=\"https:\/\/blog.mindthegraph.com\/wp-content\/uploads\/2015\/11\/drugs.jpg\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-4607\" src=\"https:\/\/blog.mindthegraph.com\/wp-content\/uploads\/2015\/11\/drugs.jpg\" alt=\"drogy\" width=\"3000\" height=\"2000\" srcset=\"https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2015\/11\/drugs.jpg 3000w, https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2015\/11\/drugs-300x200.jpg 300w, https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2015\/11\/drugs-1024x683.jpg 1024w\" sizes=\"(max-width: 3000px) 100vw, 3000px\" \/><\/a><\/h3>\n<h3><strong>1 - jde o hodn\u011b pen\u011bz<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Miliardy dolar\u016f se utr\u00e1cej\u00ed za televizn\u00ed reklamy na l\u00e9ky na p\u0159edpis, kter\u00e9 jsou ur\u010deny p\u0159\u00edmo spot\u0159ebitel\u016fm, a proto l\u00e9ka\u0159i tr\u00e1v\u00ed v\u00edce \u010dasu vyvracen\u00edm marketingov\u00fdch tvrzen\u00ed ne\u017e stanovov\u00e1n\u00edm diagn\u00f3z. Proto chce Americk\u00e1 l\u00e9ka\u0159sk\u00e1 asociace (AMA) tento druh reklamy zak\u00e1zat.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pouze v USA a na Nov\u00e9m Z\u00e9landu je povolen p\u0159\u00edm\u00fd prodej l\u00e9k\u016f na p\u0159edpis spot\u0159ebitel\u016fm a nebude snadn\u00e9 to zm\u011bnit, proto\u017ee jde o obrovsk\u00e9 mno\u017estv\u00ed pen\u011bz. Zde jsou \u010d\u00edsla t\u00fdkaj\u00edc\u00ed se pouze televize:<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-4598 size-full\" src=\"https:\/\/blog.mindthegraph.com\/wp-content\/uploads\/2015\/11\/drug-advertising.png\" alt=\"reklama na l\u00e9ky\" width=\"636\" height=\"414\" srcset=\"https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2015\/11\/drug-advertising.png 636w, https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2015\/11\/drug-advertising-300x195.png 300w\" sizes=\"(max-width: 636px) 100vw, 636px\" \/><\/p>\n<h3><strong>2 - L\u00e9ka\u0159i maj\u00ed k dispozici je\u0161t\u011b v\u00edce pen\u011bz na marketing<\/strong><\/h3>\n<p><a href=\"https:\/\/blog.mindthegraph.com\/wp-content\/uploads\/2015\/11\/011.png\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-4604\" src=\"https:\/\/blog.mindthegraph.com\/wp-content\/uploads\/2015\/11\/011.png\" alt=\"011\" width=\"598\" height=\"481\" srcset=\"https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2015\/11\/011.png 598w, https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2015\/11\/011-300x241.png 300w\" sizes=\"(max-width: 598px) 100vw, 598px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Je zaj\u00edmav\u00e9, \u017ee v\u0161echny tyto pen\u00edze jsou vynalo\u017eeny na lidi, kte\u0159\u00ed si l\u00e9ky nemohou koupit p\u0159\u00edmo, a proto je to jen zlomek v\u00fddaj\u016f velk\u00fdch farmaceutick\u00fdch firem na marketing. V roce 2012 klesl marketing p\u0159\u00edmo u spot\u0159ebitel\u016f na $3,47 miliardy, ale $24 miliard bylo vynalo\u017eeno na propagaci l\u00e9k\u016f l\u00e9ka\u0159\u016fm mnoha zp\u016fsoby, jako jsou ob\u011bdy zdarma nebo \u0161kolen\u00ed v luxusn\u00edch restaurac\u00edch \u010di letovisc\u00edch. To jsou praktiky, kter\u00e9 vyvol\u00e1vaj\u00ed mnoho etick\u00fdch ot\u00e1zek, jako nap\u0159\u00edklad \"p\u0159edepisuje l\u00e9ka\u0159 nejlep\u0161\u00ed l\u00e9k, nebo ten, kter\u00fd vyrobil ten, kdo mu koupil drahou ve\u010de\u0159i\"?<\/span><\/p>\n<h3><strong>3 - Marketing velk\u00fdch farmaceutick\u00fdch spole\u010dnost\u00ed na webu se zvy\u0161uje<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">A co internet? Na osloven\u00ed l\u00e9ka\u0159\u016f, p\u0159edev\u0161\u00edm v l\u00e9ka\u0159sk\u00fdch komunit\u00e1ch prost\u0159ednictv\u00edm soci\u00e1ln\u00edch m\u00e9di\u00ed, se samoz\u0159ejm\u011b vynakl\u00e1daj\u00ed nemal\u00e9 prost\u0159edky. Klikn\u011bte na obr\u00e1zek n\u00ed\u017ee, kde najdete n\u011bkter\u00e1 \u010d\u00edsla:<\/span><br \/>\n<a href=\"http:\/\/www.pharmaphorum.com\/2012\/11\/Infographic-figure-1.jpg\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-4599 size-full\" src=\"https:\/\/blog.mindthegraph.com\/wp-content\/uploads\/2015\/11\/010.png\" alt=\"010\" width=\"602\" height=\"456\" srcset=\"https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2015\/11\/010.png 602w, https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2015\/11\/010-300x227.png 300w\" sizes=\"(max-width: 602px) 100vw, 602px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>4 - Marketing vs. v\u00fdzkum a v\u00fdvoj = marketing v\u00edt\u011bz\u00ed<\/strong><\/h3>\n<p><a href=\"http:\/\/www.randalolson.com\/2015\/03\/01\/design-critique-putting-big-pharma-spending-in-perspective\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-4600 size-full\" src=\"https:\/\/blog.mindthegraph.com\/wp-content\/uploads\/2015\/11\/001.png\" alt=\"001\" width=\"621\" height=\"527\" srcset=\"https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2015\/11\/001.png 621w, https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2015\/11\/001-300x255.png 300w\" sizes=\"(max-width: 621px) 100vw, 621px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Tento graf n\u00e1m ukazuje pom\u011br investic do marketingu a v\u00fdzkumu a v\u00fdvoje velk\u00fdch farmaceutick\u00fdch spole\u010dnost\u00ed t\u00edm nejlep\u0161\u00edm mo\u017en\u00fdm zp\u016fsobem: normovan\u00fdm rozptylem s kontextem. <\/span><a href=\"http:\/\/www.randalolson.com\/2015\/03\/01\/design-critique-putting-big-pharma-spending-in-perspective\/\" target=\"_blank\" rel=\"noopener\">D\u011bkujeme Randalu Olsonovi za vynikaj\u00edc\u00ed graf a p\u0159\u00edsp\u011bvek.<\/a><\/p>\n<p>Technologick\u00e9 a automobilov\u00e9 spole\u010dnosti v \u017eeb\u0159\u00ed\u010dku jsou:<\/p>\n<ul>\n<li>Samsung<\/li>\n<li>Intel<\/li>\n<li>Microsoft<\/li>\n<li>Google<\/li>\n<li>Toyota<\/li>\n<li>General Motors<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Jak je vid\u011bt, farmaceutick\u00e9 spole\u010dnosti investuj\u00ed v\u00edce do marketingu ne\u017e do v\u00fdvoje l\u00e9k\u016f, a to i ve srovn\u00e1n\u00ed s jin\u00fdmi velk\u00fdmi pr\u016fmyslov\u00fdmi odv\u011btv\u00edmi.<\/span><\/p>\n<h3><strong>5 - Nejv\u00edce inzerovan\u00e9: l\u00e9ky na erektiln\u00ed dysfunkci<\/strong><\/h3>\n<p><a href=\"https:\/\/www.washingtonpost.com\/news\/wonk\/wp\/2015\/03\/23\/yes-drug-companies-are-bombarding-your-tv-with-more-ads-than-ever\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-4601 size-full\" src=\"https:\/\/blog.mindthegraph.com\/wp-content\/uploads\/2015\/11\/003.png\" alt=\"003\" width=\"623\" height=\"445\" srcset=\"https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2015\/11\/003.png 623w, https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2015\/11\/003-300x214.png 300w\" sizes=\"(max-width: 623px) 100vw, 623px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Dva l\u00e9ky na erektiln\u00ed dysfunkci, Cialis a Viagra, se um\u00edstily na prvn\u00edch p\u011bti m\u00edstech v \u017eeb\u0159\u00ed\u010dku nejv\u00edce inzerovan\u00fdch l\u00e9k\u016f spolu s l\u00e9kem na revmatoidn\u00ed artritidu (Humira), l\u00e9kem proti bolesti (Lyrica) a l\u00e9kem proti sr\u00e1\u017elivosti krve (Eliquis).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Je zaj\u00edmav\u00e9, \u017ee Viagra a Cialis, dva deset let star\u00e9 l\u00e9ky, se t\u011b\u0161\u00ed v\u011bt\u0161\u00ed pozornosti a investic\u00edm ne\u017e nov\u00fd l\u00e9k Eliquis.<\/span><\/p>\n<h3><strong>6 - V\u00edce utr\u00e1cet, m\u00e9n\u011b \u017e\u00edt<\/strong><\/h3>\n<p><a href=\"http:\/\/www.economist.com\/news\/21678669-americas-big-spending-health-care-doesnt-pay\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-4602\" src=\"https:\/\/blog.mindthegraph.com\/wp-content\/uploads\/2015\/11\/004.png\" alt=\"004\" width=\"603\" height=\"334\" srcset=\"https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2015\/11\/004.png 603w, https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2015\/11\/004-300x166.png 300w\" sizes=\"(max-width: 603px) 100vw, 603px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Nejv\u011bt\u0161\u00ed v\u00fddaje na zdravotnictv\u00ed vynakl\u00e1daj\u00ed USA, ale pokud jde o pr\u016fm\u011brnou d\u00e9lku \u017eivota, z\u016fst\u00e1vaj\u00ed ve srovn\u00e1n\u00ed s ostatn\u00edmi bohat\u00fdmi zem\u011bmi (OECD) pod pr\u016fm\u011brem, jak je vid\u011bt v\u00fd\u0161e.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Podle \u010dasopisu The Economist:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">V roce 2013 vydala Amerika v pr\u016fm\u011bru $8 713 na osobu - dvaap\u016flkr\u00e1t v\u00edce ne\u017e pr\u016fm\u011br OECD. P\u0159esto pr\u016fm\u011brn\u00fd Ameri\u010dan um\u00edr\u00e1 o 1,7 roku d\u0159\u00edve ne\u017e pr\u016fm\u011brn\u00fd ob\u010dan OECD.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Netvrd\u00edm, \u017ee existuje skute\u010dn\u00e1 souvislost mezi rozpo\u010dtem na marketing l\u00e9k\u016f na erekci a d\u00e9lkou \u017eivota, ale nemohu se ubr\u00e1nit dojmu, \u017ee USA v\u011bnuj\u00ed p\u0159\u00edli\u0161 mnoho pen\u011bz a pozornosti l\u00e9\u010db\u011b, kter\u00e1 nen\u00ed tak \u017eivot zachra\u0148uj\u00edc\u00ed, jak n\u00e1s p\u0159esv\u011bd\u010dil Marvin Gaye: sexu\u00e1ln\u00ed l\u00e9\u010db\u011b.<\/span><a href=\"https:\/\/blog.mindthegraph.com\/scientific-presentation\/\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-5729 size-medium\" src=\"https:\/\/blog.mindthegraph.com\/wp-content\/uploads\/2016\/06\/stop_ugly-300x120.png\" alt=\"reklamy na l\u00e9ky\" width=\"300\" height=\"120\" srcset=\"https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2016\/06\/stop_ugly-300x120.png 300w, https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2016\/06\/stop_ugly-1024x410.png 1024w, https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2016\/06\/stop_ugly.png 1500w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>1 - Jde o velk\u00e9 pen\u00edze Miliardy dolar\u016f se utrat\u00ed za televizn\u00ed reklamy na l\u00e9ky na p\u0159edpis, kter\u00e9 jsou ur\u010deny p\u0159\u00edmo spot\u0159ebitel\u016fm, a proto l\u00e9ka\u0159i tr\u00e1v\u00ed v\u00edce \u010dasu vyvracen\u00edm marketingov\u00fdch tvrzen\u00ed ne\u017e stanovov\u00e1n\u00edm diagn\u00f3z. Proto chce Americk\u00e1 l\u00e9ka\u0159sk\u00e1 asociace (AMA) tento druh reklamy zak\u00e1zat. Pouze USA a Nov\u00fd Z\u00e9land povoluj\u00ed [...]<\/p>","protected":false},"author":11,"featured_media":4607,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[959,28],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>6 things you should know about drug ads [a graphical guide] - Mind the Graph Blog<\/title>\n<meta name=\"description\" content=\"How Big Pharma is spending its marketing money, mainly in prescription drug ads\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mindthegraph.com\/blog\/cs\/6-asja-mida-peaksite-teadma-ravimireklaamide-kohta-graafiline-juhend\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"6 things you should know about drug ads\" \/>\n<meta property=\"og:description\" content=\"How Big Pharma is spending its marketing money, mainly in prescription drug ads\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mindthegraph.com\/blog\/cs\/6-asja-mida-peaksite-teadma-ravimireklaamide-kohta-graafiline-juhend\/\" \/>\n<meta property=\"og:site_name\" content=\"Mind the Graph Blog\" \/>\n<meta property=\"article:published_time\" content=\"2015-11-26T14:28:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-11-10T01:39:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mindthegraph.com\/blog\/wp-content\/uploads\/2015\/11\/drugs.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"3000\" \/>\n\t<meta property=\"og:image:height\" content=\"2000\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Fabiola Soares\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Fabiola Soares\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"6 things you should know about drug ads [a graphical guide] - 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