{"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\/nb\/6-ting-du-bor-vet-om-narkotikareklamer-i-en-grafisk-guide\/","title":{"rendered":"6 ting du b\u00f8r vite om legemiddelreklame [en grafisk guide]."},"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=\"medikamenter\" 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- Det er mye penger involvert<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Billions of dollars are spent on direct-to-consumer TV ads for prescription drugs, and because of that, doctors spend more time rebutting marketing claims than making diagnosis. That\u2019s why the American Medical Association (AMA) wants to ban this kind of advertising.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Det er bare USA og New Zealand som tillater direkte markedsf\u00f8ring av reseptbelagte legemidler til forbrukerne, og det blir ikke lett \u00e5 endre p\u00e5 dette, for det er snakk om enorme summer. Her er tallene for TV alene:<\/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=\"legemiddelreklame\" 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- Det er enda mer markedsf\u00f8ringspenger til legene<\/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;\">Det er interessant \u00e5 tenke p\u00e5 at alle disse pengene brukes p\u00e5 mennesker som ikke kan kj\u00f8pe legemidlene direkte, og det er derfor dette bare er en br\u00f8kdel av de store farmas\u00f8ytiske utgiftene til markedsf\u00f8ring. I 2012 falt markedsf\u00f8ringen direkte til forbrukerne til $3,47 milliarder kroner, men $24 milliarder kroner ble brukt p\u00e5 \u00e5 markedsf\u00f8re legemidlene overfor leger p\u00e5 ulike m\u00e5ter, som gratis lunsjer eller kurs p\u00e5 fancy restauranter eller feriesteder. Dette er en praksis som reiser mange etiske sp\u00f8rsm\u00e5l, som \"forskriver legen det beste legemiddelet eller det som er laget av den som spanderte en dyr middag p\u00e5 ham\"?<\/span><\/p>\n<h3><strong>3- Store legemidlers markedsf\u00f8ring p\u00e5 nettet \u00f8ker<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Hva med internett? Selvsagt brukes det betydelige summer p\u00e5 \u00e5 henvende seg til leger, hovedsakelig i medisinske milj\u00f8er via sosiale medier. Klikk p\u00e5 bildet nedenfor for \u00e5 se noen tall:<\/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- Markedsf\u00f8ring vs. FoU = Markedsf\u00f8ring vinner<\/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;\">Dette diagrammet viser p\u00e5 best mulig m\u00e5te hvor mye de store legemiddelfirmaene investerer i markedsf\u00f8ring i forhold til FoU: et normalisert spredningsdiagram med kontekst. <\/span><a href=\"http:\/\/www.randalolson.com\/2015\/03\/01\/design-critique-putting-big-pharma-spending-in-perspective\/\" target=\"_blank\" rel=\"noopener\">Takk til Randal Olson for det utmerkede diagrammet og innlegget.<\/a><\/p>\n<p>Teknologi- og bilselskapene p\u00e5 listen er:<\/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;\">Som vi ser, investerer legemiddelselskapene mer i markedsf\u00f8ring enn i legemiddelutvikling, selv sammenlignet med andre store bransjer.<\/span><\/p>\n<h3><strong>5- Mest annonsert: legemidler mot erektil dysfunksjon<\/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;\">De to legemidlene mot erektil dysfunksjon, Cialis og Viagra, rangerte h\u00f8yt blant de fem mest annonserte legemidlene, sammen med et middel mot revmatoid artritt (Humira), et smertestillende middel (Lyrica) og et middel mot blodpropp (Eliquis).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Det er interessant \u00e5 legge merke til at Viagra og Cialis, to 10 \u00e5r gamle legemidler, f\u00e5r mer oppmerksomhet og investeringer enn et nytt legemiddel som Eliquis.<\/span><\/p>\n<h3><strong>6- Bruke mer, leve mindre<\/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;\">USA er det landet som bruker mest penger p\u00e5 helse, men n\u00e5r det gjelder forventet levealder, ligger landet under gjennomsnittet sammenlignet med andre rike land (OECD), som vi ser ovenfor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If\u00f8lge The Economist:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">I 2013 brukte USA i gjennomsnitt $8 713 per person - to og en halv ganger s\u00e5 mye som OECD-gjennomsnittet. Likevel d\u00f8r gjennomsnittsamerikaneren 1,7 \u00e5r tidligere enn den gjennomsnittlige OECD-borgeren.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Jeg sier ikke at det er en reell sammenheng mellom markedsf\u00f8ringsbudsjett for erektilmedisiner og forventet levealder, men jeg kan ikke la v\u00e6re \u00e5 tenke at USA bruker for mye penger og oppmerksomhet p\u00e5 en type behandling som ikke er s\u00e5 livreddende som Marvin Gaye fikk oss til \u00e5 tro: den seksuelle helbredelsen.<\/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=\"legemiddelreklame\" 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- Det er mye penger involvert Milliarder av dollar brukes p\u00e5 TV-reklame for reseptbelagte legemidler, og p\u00e5 grunn av dette bruker legene mer tid p\u00e5 \u00e5 tilbakevise markedsf\u00f8ringsp\u00e5stander enn p\u00e5 \u00e5 stille diagnoser. Derfor \u00f8nsker American Medical Association (AMA) \u00e5 forby denne typen reklame. Bare USA og New Zealand tillater [...]<\/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\/nb\/6-asja-mida-peaksite-teadma-ravimireklaamide-kohta-graafiline-juhend\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\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\/nb\/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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