{"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\/pt\/6-coisas-voce-deve-saber-um-guia-grafico-de-drogas\/","title":{"rendered":"6 coisas que voc\u00ea deve saber sobre an\u00fancios de drogas [um guia gr\u00e1fico]."},"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- H\u00e1 muito dinheiro envolvido<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Bilh\u00f5es de d\u00f3lares s\u00e3o gastos em an\u00fancios de TV direta ao consumidor para medicamentos prescritos e, por causa disso, os m\u00e9dicos gastam mais tempo refutando as alega\u00e7\u00f5es de marketing do que fazendo diagn\u00f3sticos. \u00c9 por isso que a Associa\u00e7\u00e3o M\u00e9dica Americana (AMA) quer proibir este tipo de publicidade.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Somente os EUA e a Nova Zel\u00e2ndia permitem a comercializa\u00e7\u00e3o direta de medicamentos prescritos pelo consumidor e n\u00e3o ser\u00e1 uma tarefa f\u00e1cil mudar isso, pois a quantidade de dinheiro envolvido \u00e9 enorme. Aqui est\u00e3o os n\u00fameros apenas para a TV:<\/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=\"publicidade 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- H\u00e1 ainda mais dinheiro de marketing para os 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;\">\u00c9 interessante pensar que todo esse dinheiro \u00e9 gasto em pessoas que n\u00e3o podem comprar os medicamentos diretamente, e \u00e9 por isso que isso \u00e9 apenas uma fra\u00e7\u00e3o das grandes despesas farmac\u00eauticas em marketing. Em 2012, o marketing direto aos consumidores caiu para $3,47 bilh\u00f5es, mas $24 bilh\u00f5es foram gastos promovendo os medicamentos aos m\u00e9dicos de muitas maneiras, como almo\u00e7os gratuitos ou cursos de treinamento em restaurantes chiques ou resorts. Estas s\u00e3o pr\u00e1ticas que levantam muitas quest\u00f5es \u00e9ticas, como \"o m\u00e9dico est\u00e1 prescrevendo o melhor rem\u00e9dio ou aquele feito por quem lhe comprou um jantar caro\"?<\/span><\/p>\n<h3><strong>3- O marketing das Grandes Farmac\u00eauticas na web est\u00e1 aumentando<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">E quanto \u00e0 Internet? \u00c9 claro que h\u00e1 uma quantia substancial de dinheiro para se dirigir aos m\u00e9dicos, principalmente nas comunidades m\u00e9dicas atrav\u00e9s das m\u00eddias sociais. Clique na imagem abaixo para ver alguns n\u00fameros:<\/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 P&amp;D = Marketing ganha<\/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 mostra a propor\u00e7\u00e3o de investimento em marketing versus P&amp;D feito pelas grandes empresas farmac\u00eauticas da melhor maneira poss\u00edvel: um gr\u00e1fico de dispers\u00e3o normalizado com contexto. <\/span><a href=\"http:\/\/www.randalolson.com\/2015\/03\/01\/design-critique-putting-big-pharma-spending-in-perspective\/\" target=\"_blank\" rel=\"noopener\">Obrigado a Randal Olson pela excelente carta e correio.<\/a><\/p>\n<p>A tecnologia e as empresas automotivas est\u00e3o no gr\u00e1fico:<\/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>Motores Gerais<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Como podemos ver, as empresas farmac\u00eauticas est\u00e3o investindo mais em marketing do que no desenvolvimento de medicamentos, mesmo em compara\u00e7\u00e3o com outras grandes ind\u00fastrias.<\/span><\/p>\n<h3><strong>5- A maioria dos anunciados: drogas para disfun\u00e7\u00e3o er\u00e9til<\/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;\">Dois medicamentos para disfun\u00e7\u00e3o er\u00e9til, o Cialis e o Viagra, ocuparam o primeiro lugar entre os cinco medicamentos mais anunciados, juntamente com um tratamento para artrite reumat\u00f3ide (Humira), um tratamento para dor (Lyrica); e um medicamento anti coagulante (Eliquis).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c9 interessante notar que o Viagra e o Cialis, dois medicamentos de 10 anos de idade, est\u00e3o recebendo mais aten\u00e7\u00e3o e investimento do que um novo como Eliquis.<\/span><\/p>\n<h3><strong>6- Gastar mais, viver 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;\">O pa\u00eds que mais gasta em sa\u00fade s\u00e3o os EUA, mas quando se trata de expectativa de vida, ela se mant\u00e9m abaixo da m\u00e9dia em compara\u00e7\u00e3o com outros pa\u00edses ricos (OCDE), como podemos ver acima.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De acordo com a The Economist:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Em 2013 a Am\u00e9rica gastou, em m\u00e9dia, $8.713 por pessoa - duas vezes e meia mais do que a m\u00e9dia da OCDE. No entanto, o americano m\u00e9dio morre 1,7 anos antes da m\u00e9dia dos cidad\u00e3os da OCDE.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">N\u00e3o estou dizendo que existe aqui uma correla\u00e7\u00e3o real entre o or\u00e7amento de marketing de drogas er\u00e9teis e a expectativa de vida, mas n\u00e3o posso deixar de pensar que os EUA est\u00e3o expandindo muito dinheiro e aten\u00e7\u00e3o em uma esp\u00e9cie de tratamento que n\u00e3o salva vidas como Marvin Gaye nos fez acreditar: a cura 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=\"an\u00fancios de drogas\" 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- H\u00e1 muito dinheiro envolvido Bilh\u00f5es de d\u00f3lares s\u00e3o gastos em an\u00fancios de TV direta ao consumidor para medicamentos prescritos e, por causa disso, os m\u00e9dicos gastam mais tempo refutando as alega\u00e7\u00f5es de marketing do que fazendo diagn\u00f3sticos. \u00c9 por isso que a Associa\u00e7\u00e3o M\u00e9dica Americana (AMA) quer proibir este tipo de publicidade. Somente os EUA e a Nova Zel\u00e2ndia permitem [...]<\/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\/pt\/6-asja-mida-peaksite-teadma-ravimireklaamide-kohta-graafiline-juhend\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\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\/pt\/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=\"Est. tempo de leitura\" \/>\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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