{"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\/lt\/6-dalyku-kuriuos-turetumete-zinoti-apie-narkotiku-reklamas-grafinis-vadovas\/","title":{"rendered":"6 dalykai, kuriuos tur\u0117tum\u0117te \u017einoti apie narkotik\u0173 reklam\u0105 [grafinis vadovas]"},"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=\"narkotikai\" 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 - tai susij\u0119 su daug pinig\u0173<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Milijardai doleri\u0173 i\u0161leid\u017eiami tiesioginei receptini\u0173 vaist\u0173 reklamai televizijoje, tod\u0117l gydytojai daugiau laiko praleid\u017eia paneigdami rinkodaros teiginius, o ne nustatydami diagnoz\u0119. Tod\u0117l Amerikos gydytoj\u0173 asociacija (AMA) nori u\u017edrausti toki\u0105 reklam\u0105.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tik JAV ir Naujojoje Zelandijoje leid\u017eiama tiesiogin\u0117 receptini\u0173 vaist\u0173 rinkodara, o tai pakeisti nebus lengva, nes tam reikalingos mil\u017eini\u0161kos l\u0117\u0161os. \u0160tai skai\u010diai, susij\u0119 tik su televizija:<\/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=\"vaist\u0173 reklama\" 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 - Gydytojams skiriama dar daugiau rinkodaros pinig\u0173<\/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;\">\u012edomu pagalvoti, kad visi \u0161ie pinigai i\u0161leid\u017eiami \u017emon\u0117ms, kurie negali tiesiogiai nusipirkti vaist\u0173, tod\u0117l tai sudaro tik nedidel\u0119 dal\u012f did\u017ei\u0173j\u0173 farmacijos kompanij\u0173 i\u0161laid\u0173 rinkodarai. 2012 m. tiesiogin\u0117 rinkodara vartotojams suma\u017e\u0117jo iki $3,47 mlrd. eur\u0173, ta\u010diau $24 mlrd. eur\u0173 buvo i\u0161leista vaistams reklamuoti gydytojams \u012fvairiais b\u016bdais, pavyzd\u017eiui, nemokamais pietumis ar mokymais prabangiuose restoranuose ar kurortuose. Tokia praktika kelia daug etini\u0173 klausim\u0173, pavyzd\u017eiui, \"ar gydytojas skiria geriausi\u0105 vaist\u0105, ar t\u0105, kur\u012f pagamino tas, kas jam nupirko brangius pietus\"?<\/span><\/p>\n<h3><strong>3 - did\u0117ja \"Big Pharma\" rinkodaros internete mastas<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">O kaip d\u0117l interneto? \u017dinoma, yra nema\u017eai pinig\u0173, skirt\u0173 kreiptis \u012f gydytojus, daugiausia \u012f medik\u0173 bendruomenes per socialin\u0119 \u017einiasklaid\u0105. Spustel\u0117kite toliau esant\u012f paveiksl\u0117l\u012f, kad pamatytum\u0117te kelet\u0105 skai\u010di\u0173:<\/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 - Rinkodara ir MTTP = rinkodara laimi<\/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;\">\u0160i diagrama geriausiu \u012fmanomu b\u016bdu parodo did\u017ei\u0173j\u0173 farmacijos bendrovi\u0173 investicij\u0173 \u012f rinkodar\u0105 ir MTTP santyk\u012f: normalizuota sklaidos diagrama su kontekstu. <\/span><a href=\"http:\/\/www.randalolson.com\/2015\/03\/01\/design-critique-putting-big-pharma-spending-in-perspective\/\" target=\"_blank\" rel=\"noopener\">A\u010di\u016b Randalui Olsonui u\u017e puiki\u0105 diagram\u0105 ir prane\u0161im\u0105.<\/a><\/p>\n<p>Technologij\u0173 ir automobili\u0173 pramon\u0117s \u012fmon\u0117s diagramoje:<\/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;\">Kaip matome, farmacijos bendrov\u0117s daugiau investuoja \u012f rinkodar\u0105 nei \u012f vaist\u0173 k\u016brim\u0105, net palyginti su kitomis didel\u0117mis pramon\u0117s \u0161akomis.<\/span><\/p>\n<h3><strong>5 - Labiausiai reklamuojami: erekcijos disfunkcijos vaistai<\/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;\">Du erekcijos sutrikim\u0173 vaistai - \"Cialis\" ir \"Viagra\" - u\u017e\u0117m\u0117 auk\u0161tas vietas labiausiai reklamuojam\u0173 vaist\u0173 penketuke kartu su reumatoidin\u012f artrit\u0105 gydan\u010diu vaistu (\"Humira\"), vaistu nuo skausmo (\"Lyrica\") ir vaistu nuo kraujo kre\u0161\u0117jimo (\"Eliquis\").<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u012edomu pasteb\u0117ti, kad \"Viagra\" ir \"Cialis\", du 10 met\u0173 senumo vaistai, sulaukia daugiau d\u0117mesio ir investicij\u0173 nei toks naujas vaistas kaip \"Eliquis\".<\/span><\/p>\n<h3><strong>6 - Daugiau i\u0161leid\u017eiate, ma\u017eiau gyvenate<\/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;\">Daugiausia sveikatos apsaugai i\u0161leid\u017eia JAV, ta\u010diau, kaip matome pirmiau, vidutin\u0117 gyvenimo trukm\u0117, palyginti su kitomis turtingomis \u0161alimis (EBPO), yra ma\u017eesn\u0117 u\u017e vidurk\u012f.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\"The Economist\" ra\u0161o:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">2013 m. Amerika vienam asmeniui vidutini\u0161kai i\u0161leido $8 713 eur\u0173 - du su puse karto daugiau nei EBPO vidurkis. Ta\u010diau vidutinis amerikietis mir\u0161ta 1,7 met\u0173 anks\u010diau nei vidutinis EBPO pilietis.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Nesakau, kad yra tikras ry\u0161ys tarp erekcijos vaist\u0173 rinkodaros biud\u017eeto ir tik\u0117tinos gyvenimo trukm\u0117s, ta\u010diau negaliu atsikratyti minties, kad JAV per daug pinig\u0173 ir d\u0117mesio skiria gydymui, kuris n\u0117ra toks gelbstintis, kaip mus \u012ftikino Marvinas Gaye'us: seksualiniam gydymui.<\/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=\"vaist\u0173 skelbimai\" 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 - Tai susij\u0119 su dideliais pinigais Receptini\u0173 vaist\u0173 tiesioginei reklamai televizijoje i\u0161leid\u017eiama milijardai doleri\u0173, tod\u0117l gydytojai daugiau laiko praleid\u017eia paneigdami rinkodaros teiginius, o ne nustatydami diagnoz\u0119. Tod\u0117l Amerikos gydytoj\u0173 asociacija (AMA) nori u\u017edrausti toki\u0105 reklam\u0105. Tik JAV ir Naujoji Zelandija leid\u017eia naudoti \u0161i\u0105 reklam\u0105, ta\u010diau [...]<\/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\/lt\/6-asja-mida-peaksite-teadma-ravimireklaamide-kohta-graafiline-juhend\/\" \/>\n<meta property=\"og:locale\" content=\"lt_LT\" \/>\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\/lt\/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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