{"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\/es\/6-cosas-que-debes-saber-sobre-los-anuncios-del-drogas-una-guia-grafica\/","title":{"rendered":"6 cosas que debe saber sobre los anuncios de medicamentos [una gu\u00eda gr\u00e1fica]."},"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=\"drogas\" 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- Hay mucho dinero en juego<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Se gastan miles de millones de d\u00f3lares en anuncios televisivos de medicamentos con receta dirigidos al consumidor y, por ello, los m\u00e9dicos pasan m\u00e1s tiempo rebatiendo las afirmaciones de la mercadotecnia que haciendo diagn\u00f3sticos. Por eso la Asociaci\u00f3n M\u00e9dica Americana (AMA) quiere prohibir este tipo de publicidad.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">S\u00f3lo Estados Unidos y Nueva Zelanda permiten la comercializaci\u00f3n directa de medicamentos con receta para el consumidor y no va a ser una tarea f\u00e1cil cambiar eso, porque la cantidad de dinero que hay en juego es enorme. Estas son las cifras de la televisi\u00f3n:<\/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=\"publicidad de medicamentos\" 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- Hay a\u00fan m\u00e1s dinero de marketing para los m\u00e9dicos<\/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;\">Es interesante pensar que todo este dinero se gasta en personas que no pueden comprar los medicamentos directamente, y por eso esto es s\u00f3lo una fracci\u00f3n de los gastos de las grandes farmac\u00e9uticas en marketing. En 2012, el marketing directo al consumidor se redujo a $3,47 mil millones, pero se gastaron $24 mil millones en promocionar los medicamentos entre los m\u00e9dicos de muchas maneras, como almuerzos gratuitos o cursos de formaci\u00f3n en restaurantes o centros tur\u00edsticos de lujo. Se trata de pr\u00e1cticas que plantean muchas cuestiones \u00e9ticas, como \"\u00bfel m\u00e9dico prescribe el mejor medicamento o el fabricado por quien le compr\u00f3 una cena cara?<\/span><\/p>\n<h3><strong>3- Aumenta el marketing de las grandes farmac\u00e9uticas en la web<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">\u00bfY qu\u00e9 pasa con Internet? Por supuesto, hay una cantidad importante de dinero para dirigirse a los m\u00e9dicos, principalmente en las comunidades m\u00e9dicas a trav\u00e9s de los medios sociales. Haga clic en la imagen de abajo para ver algunas cifras:<\/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 frente a I+D = El marketing gana<\/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;\">Este gr\u00e1fico nos muestra la proporci\u00f3n de la inversi\u00f3n en marketing frente a la de I+D realizada por las grandes farmac\u00e9uticas de la mejor manera posible: un gr\u00e1fico de dispersi\u00f3n normalizado con contexto. <\/span><a href=\"http:\/\/www.randalolson.com\/2015\/03\/01\/design-critique-putting-big-pharma-spending-in-perspective\/\" target=\"_blank\" rel=\"noopener\">Gracias a Randal Olson por el excelente gr\u00e1fico y el post.<\/a><\/p>\n<p>Las empresas tecnol\u00f3gicas y de automoci\u00f3n que aparecen en el gr\u00e1fico son:<\/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;\">Como vemos, las empresas farmac\u00e9uticas invierten m\u00e1s en marketing que en desarrollo de medicamentos, incluso en comparaci\u00f3n con otras grandes industrias.<\/span><\/p>\n<h3><strong>5- Los m\u00e1s anunciados: medicamentos para la disfunci\u00f3n er\u00e9ctil<\/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;\">Dos f\u00e1rmacos para la disfunci\u00f3n er\u00e9ctil, Cialis y Viagra, ocuparon un lugar destacado entre los cinco medicamentos m\u00e1s anunciados, junto con un tratamiento para la artritis reumatoide (Humira), un tratamiento para el dolor (Lyrica) y un medicamento anticoagulante (Eliquis).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Es interesante observar que Viagra y Cialis, dos medicamentos de hace 10 a\u00f1os, est\u00e1n recibiendo m\u00e1s atenci\u00f3n e inversi\u00f3n que uno nuevo como Eliquis.<\/span><\/p>\n<h3><strong>6- Gastar m\u00e1s, vivir menos<\/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;\">El pa\u00eds que m\u00e1s gasta en sanidad es EE.UU., pero cuando se trata de la esperanza de vida se queda por debajo de la media en comparaci\u00f3n con otros pa\u00edses ricos (OCDE), como podemos ver arriba.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan The Economist:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">En 2013, Estados Unidos gast\u00f3, de media, $8.713 por persona, dos veces y media m\u00e1s que la media de la OCDE. Sin embargo, el estadounidense medio muere 1,7 a\u00f1os antes que el ciudadano medio de la OCDE.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">No digo que haya una correlaci\u00f3n real entre el presupuesto de comercializaci\u00f3n de medicamentos para la erecci\u00f3n y la esperanza de vida, pero no puedo evitar pensar que los Estados Unidos est\u00e1n dedicando demasiado dinero y atenci\u00f3n a un tipo de tratamiento que no salva la vida como Marvin Gaye nos hizo creer: la curaci\u00f3n sexual.<\/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=\"anuncios de medicamentos\" 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- Hay mucho dinero en juego Se gastan miles de millones de d\u00f3lares en anuncios televisivos directos al consumidor de medicamentos con receta, y por ello los m\u00e9dicos pasan m\u00e1s tiempo rebatiendo las afirmaciones de la mercadotecnia que haciendo diagn\u00f3sticos. Por eso la Asociaci\u00f3n M\u00e9dica Americana (AMA) quiere prohibir este tipo de publicidad. S\u00f3lo EE.UU. y Nueva Zelanda permiten [...]<\/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\/es\/6-asja-mida-peaksite-teadma-ravimireklaamide-kohta-graafiline-juhend\/\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\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\/es\/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=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Fabiola Soares\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutos\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"6 things you should know about drug ads [a graphical guide] - 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