{"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\/pl\/6-rzeczy-ktore-powinienes-wiedziec-o-reklamach-narkotykow-przewodnik-graficzny\/","title":{"rendered":"6 rzeczy, kt\u00f3re powiniene\u015b wiedzie\u0107 o reklamach lek\u00f3w [przewodnik graficzny]"},"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=\"narkotyki\" 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- W gr\u0119 wchodz\u0105 du\u017ce pieni\u0105dze<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Miliardy dolar\u00f3w s\u0105 wydawane na bezpo\u015brednie reklamy telewizyjne lek\u00f3w na recept\u0119, a z tego powodu lekarze sp\u0119dzaj\u0105 wi\u0119cej czasu na odpieraniu twierdze\u0144 marketingowych ni\u017c na stawianiu diagnoz. Dlatego te\u017c Ameryka\u0144skie Stowarzyszenie Medyczne (AMA) chce zakaza\u0107 tego rodzaju reklam.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tylko Stany Zjednoczone i Nowa Zelandia zezwalaj\u0105 na marketing lek\u00f3w na recept\u0119 skierowany bezpo\u015brednio do konsument\u00f3w, a zmiana tego stanu rzeczy nie b\u0119dzie \u0142atwym zadaniem, poniewa\u017c w gr\u0119 wchodz\u0105 ogromne sumy pieni\u0119dzy. Oto liczby dotycz\u0105ce samej telewizji:<\/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 lek\u00f3w\" 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- Jest jeszcze wi\u0119cej pieni\u0119dzy na marketing dla lekarzy<\/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;\">Interesuj\u0105ce jest to, \u017ce wszystkie te pieni\u0105dze s\u0105 wydawane na ludzi, kt\u00f3rzy nie mog\u0105 kupi\u0107 lek\u00f3w bezpo\u015brednio, i dlatego jest to tylko u\u0142amek wydatk\u00f3w du\u017cych firm farmaceutycznych na marketing. W 2012 r. marketing skierowany bezpo\u015brednio do konsument\u00f3w spad\u0142 do $3,47 mld, ale $24 mld wydano na promowanie lek\u00f3w w\u015br\u00f3d lekarzy na wiele sposob\u00f3w, takich jak darmowe lunche lub szkolenia w eleganckich restauracjach lub kurortach. S\u0105 to praktyki, kt\u00f3re rodz\u0105 wiele pyta\u0144 etycznych, takich jak \"czy lekarz przepisuje najlepszy lek, czy ten, kt\u00f3ry zosta\u0142 wyprodukowany przez tego, kto kupi\u0142 mu drogi obiad\"?<\/span><\/p>\n<h3><strong>3- Marketing Big Pharma w sieci jest coraz powszechniejszy<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">A co z internetem? Oczywi\u015bcie istnieje znaczna ilo\u015b\u0107 pieni\u0119dzy na zwracanie si\u0119 do lekarzy, g\u0142\u00f3wnie w spo\u0142eczno\u015bciach medycznych za po\u015brednictwem medi\u00f3w spo\u0142eczno\u015bciowych. Kliknij poni\u017cszy obrazek, aby zobaczy\u0107 kilka liczb:<\/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 = Marketing wygrywa<\/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;\">Ten wykres pokazuje nam stosunek inwestycji w marketing do inwestycji w badania i rozw\u00f3j dokonywanych przez du\u017ce firmy farmaceutyczne w najlepszy mo\u017cliwy spos\u00f3b: znormalizowany wykres rozrzutu z kontekstem. <\/span><a href=\"http:\/\/www.randalolson.com\/2015\/03\/01\/design-critique-putting-big-pharma-spending-in-perspective\/\" target=\"_blank\" rel=\"noopener\">Podzi\u0119kowania dla Randala Olsona za \u015bwietny wykres i post.<\/a><\/p>\n<p>Firmy technologiczne i motoryzacyjne na wykresie to:<\/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 wida\u0107, firmy farmaceutyczne inwestuj\u0105 wi\u0119cej w marketing ni\u017c w rozw\u00f3j lek\u00f3w, nawet w por\u00f3wnaniu z innymi du\u017cymi bran\u017cami.<\/span><\/p>\n<h3><strong>5- Najcz\u0119\u015bciej reklamowane: leki na zaburzenia erekcji<\/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;\">Dwa leki na zaburzenia erekcji, Cialis i Viagra, znalaz\u0142y si\u0119 wysoko w pierwszej pi\u0105tce najcz\u0119\u015bciej reklamowanych lek\u00f3w, wraz z lekiem na reumatoidalne zapalenie staw\u00f3w (Humira), lekiem przeciwb\u00f3lowym (Lyrica) i lekiem przeciwzakrzepowym (Eliquis).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Warto zauwa\u017cy\u0107, \u017ce Viagra i Cialis, dwa 10-letnie leki, ciesz\u0105 si\u0119 wi\u0119ksz\u0105 uwag\u0105 i inwestycjami ni\u017c nowe leki, takie jak Eliquis.<\/span><\/p>\n<h3><strong>6- Wydawa\u0107 wi\u0119cej, \u017cy\u0107 mniej<\/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;\">Krajem, kt\u00f3ry wydaje najwi\u0119cej na zdrowie, s\u0105 Stany Zjednoczone, ale je\u015bli chodzi o \u015bredni\u0105 d\u0142ugo\u015b\u0107 \u017cycia, pozostaje ona poni\u017cej \u015bredniej w por\u00f3wnaniu z innymi bogatymi krajami (OECD), jak wida\u0107 powy\u017cej.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Wed\u0142ug The Economist:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">W 2013 roku Ameryka wyda\u0142a \u015brednio $8,713 na osob\u0119 - dwa i p\u00f3\u0142 raza wi\u0119cej ni\u017c \u015brednia OECD. Mimo to przeci\u0119tny Amerykanin umiera 1,7 roku wcze\u015bniej ni\u017c przeci\u0119tny obywatel OECD.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Nie twierdz\u0119, \u017ce istnieje prawdziwa korelacja mi\u0119dzy bud\u017cetem marketingowym lek\u00f3w na erekcj\u0119 a oczekiwan\u0105 d\u0142ugo\u015bci\u0105 \u017cycia, ale nie mog\u0119 oprze\u0107 si\u0119 wra\u017ceniu, \u017ce Stany Zjednoczone przeznaczaj\u0105 zbyt wiele pieni\u0119dzy i uwagi na rodzaj leczenia, kt\u00f3ry nie ratuje \u017cycia tak bardzo, jak kaza\u0142 nam wierzy\u0107 Marvin Gaye: leczenie seksualne.<\/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 lek\u00f3w\" 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- W gr\u0119 wchodz\u0105 du\u017ce pieni\u0105dze Miliardy dolar\u00f3w wydawane s\u0105 na bezpo\u015brednie reklamy telewizyjne lek\u00f3w na recept\u0119, a z tego powodu lekarze sp\u0119dzaj\u0105 wi\u0119cej czasu na odpieraniu twierdze\u0144 marketingowych ni\u017c na stawianiu diagnoz. Dlatego te\u017c Ameryka\u0144skie Stowarzyszenie Medyczne (AMA) chce zakaza\u0107 tego rodzaju reklam. Tylko Stany Zjednoczone i Nowa Zelandia pozwalaj\u0105 [...]<\/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\/pl\/6-asja-mida-peaksite-teadma-ravimireklaamide-kohta-graafiline-juhend\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\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\/pl\/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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