{"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\/fr\/6-choses-que-vous-devez-savoir-sur-les-drogues-un-guide-graphique\/","title":{"rendered":"6 choses que vous devez savoir sur les publicit\u00e9s pour les m\u00e9dicaments [guide graphique]."},"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=\"m\u00e9dicaments\" 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- Il y a beaucoup d'argent en jeu<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Des milliards de dollars sont d\u00e9pens\u00e9s dans des publicit\u00e9s t\u00e9l\u00e9vis\u00e9es s'adressant directement aux consommateurs pour des m\u00e9dicaments sur ordonnance, et \u00e0 cause de cela, les m\u00e9decins passent plus de temps \u00e0 r\u00e9futer les all\u00e9gations marketing qu'\u00e0 \u00e9tablir des diagnostics. C'est pourquoi l'American Medical Association (AMA) veut interdire ce type de publicit\u00e9.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seuls les \u00c9tats-Unis et la Nouvelle-Z\u00e9lande autorisent le marketing direct des m\u00e9dicaments sur ordonnance et il ne sera pas facile de changer cela, car les sommes en jeu sont \u00e9normes. Voici les chiffres pour la seule t\u00e9l\u00e9vision :<\/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=\"publicit\u00e9 des m\u00e9dicaments\" 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- Il y a encore plus d'argent de marketing pour les m\u00e9decins<\/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;\">Il est int\u00e9ressant de penser que tout cet argent est d\u00e9pens\u00e9 pour des personnes qui ne peuvent pas acheter les m\u00e9dicaments directement, et c'est pourquoi cela ne repr\u00e9sente qu'une fraction des d\u00e9penses des grandes entreprises pharmaceutiques en marketing. En 2012, le marketing direct aupr\u00e8s des consommateurs est tomb\u00e9 \u00e0 1,47 milliard de dollars, mais 1,24 milliard de dollars ont \u00e9t\u00e9 d\u00e9pens\u00e9s pour promouvoir les m\u00e9dicaments aupr\u00e8s des m\u00e9decins de diverses mani\u00e8res, comme des d\u00e9jeuners gratuits ou des cours de formation dans des restaurants ou des lieux de vill\u00e9giature chics. Ces pratiques soul\u00e8vent de nombreuses questions \u00e9thiques, comme \"le m\u00e9decin prescrit-il le meilleur m\u00e9dicament ou celui fabriqu\u00e9 par celui qui lui a offert un d\u00eener co\u00fbteux\" ?<\/span><\/p>\n<h3><strong>3- Le marketing de Big Pharma sur le web augmente<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Qu'en est-il de l'internet ? Bien s\u00fbr, il existe une quantit\u00e9 importante d'argent pour s'adresser aux m\u00e9decins, principalement dans les communaut\u00e9s m\u00e9dicales via les m\u00e9dias sociaux. Cliquez sur l'image ci-dessous pour obtenir quelques chiffres :<\/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 R&amp;D = le marketing gagne<\/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;\">Ce graphique nous montre la proportion d'investissements en marketing par rapport \u00e0 la R&amp;D r\u00e9alis\u00e9s par les grandes entreprises pharmaceutiques de la meilleure fa\u00e7on possible : un diagramme de dispersion normalis\u00e9 avec un contexte. <\/span><a href=\"http:\/\/www.randalolson.com\/2015\/03\/01\/design-critique-putting-big-pharma-spending-in-perspective\/\" target=\"_blank\" rel=\"noopener\">Merci \u00e0 Randal Olson pour cet excellent graphique et ce post.<\/a><\/p>\n<p>Les entreprises technologiques et automobiles figurant sur le graphique sont :<\/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;\">Comme nous pouvons le constater, les entreprises pharmaceutiques investissent davantage dans le marketing que dans le d\u00e9veloppement de m\u00e9dicaments, m\u00eame par rapport \u00e0 d'autres grandes industries.<\/span><\/p>\n<h3><strong>5- Les plus annonc\u00e9s : les m\u00e9dicaments contre le dysfonctionnement \u00e9rectile<\/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;\">Deux m\u00e9dicaments contre les troubles de l'\u00e9rection, le Cialis et le Viagra, figurent en bonne place dans le classement des cinq m\u00e9dicaments les plus annonc\u00e9s, aux c\u00f4t\u00e9s d'un traitement contre la polyarthrite rhumato\u00efde (Humira), d'un traitement contre la douleur (Lyrica) et d'un anticlope (Eliquis).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Il est int\u00e9ressant de noter que le Viagra et le Cialis, deux m\u00e9dicaments vieux de 10 ans, re\u00e7oivent plus d'attention et d'investissements qu'un nouveau m\u00e9dicament comme l'Eliquis.<\/span><\/p>\n<h3><strong>6- D\u00e9penser plus, vivre moins<\/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;\">Le pays qui d\u00e9pense le plus en mati\u00e8re de sant\u00e9 est les \u00c9tats-Unis, mais lorsqu'il s'agit de l'esp\u00e9rance de vie, ils restent en dessous de la moyenne par rapport aux autres pays riches (OCDE), comme nous pouvons le voir ci-dessus.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Selon The Economist :<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">En 2013, l'Am\u00e9rique a d\u00e9pens\u00e9, en moyenne, $8 713 par personne - deux fois et demie plus que la moyenne de l'OCDE. Pourtant, l'Am\u00e9ricain moyen meurt 1,7 an plus t\u00f4t que le citoyen moyen de l'OCDE.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Je ne dis pas qu'il existe une r\u00e9elle corr\u00e9lation entre le budget de marketing des m\u00e9dicaments contre l'\u00e9rection et l'esp\u00e9rance de vie, mais je ne peux m'emp\u00eacher de penser que les \u00c9tats-Unis consacrent trop d'argent et d'attention \u00e0 un type de traitement qui n'est pas aussi salvateur que Marvin Gaye nous l'a fait croire : la gu\u00e9rison sexuelle.<\/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=\"publicit\u00e9 pour les m\u00e9dicaments\" 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- Il y a beaucoup d'argent en jeu Des milliards de dollars sont d\u00e9pens\u00e9s dans des publicit\u00e9s t\u00e9l\u00e9vis\u00e9es s'adressant directement aux consommateurs pour des m\u00e9dicaments sur ordonnance, et \u00e0 cause de cela, les m\u00e9decins passent plus de temps \u00e0 r\u00e9futer les all\u00e9gations marketing qu'\u00e0 poser des diagnostics. C'est pourquoi l'Association m\u00e9dicale am\u00e9ricaine (AMA) veut interdire ce type de publicit\u00e9. Seuls les \u00c9tats-Unis et la Nouvelle-Z\u00e9lande autorisent [...]<\/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\/fr\/6-asja-mida-peaksite-teadma-ravimireklaamide-kohta-graafiline-juhend\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\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\/fr\/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=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Fabiola Soares\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\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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