{"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\/ro\/6-ce-trebuie-sa-stiti-cunosti-despre-anunturile-drogurilor-un-ghid-grafic\/","title":{"rendered":"6 lucruri pe care ar trebui s\u0103 le \u0219ti\u021bi despre reclamele la medicamente [un ghid grafic]"},"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=\"droguri\" 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- Sunt mul\u021bi bani implica\u021bi<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Miliarde de dolari sunt cheltuite pe reclame TV directe la consumator pentru medicamentele eliberate pe baz\u0103 de re\u021bet\u0103 \u0219i, din aceast\u0103 cauz\u0103, medicii petrec mai mult timp resping\u00e2nd afirma\u021biile de marketing dec\u00e2t pun\u00e2nd un diagnostic. De aceea, Asocia\u021bia Medical\u0103 American\u0103 (AMA) dore\u0219te s\u0103 interzic\u0103 acest tip de publicitate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Doar SUA \u0219i Noua Zeeland\u0103 permit comercializarea direct\u0103 de c\u0103tre consumatori a medicamentelor eliberate pe baz\u0103 de re\u021bet\u0103 \u0219i nu va fi u\u0219or s\u0103 schimb\u0103m aceast\u0103 situa\u021bie, deoarece sumele de bani implicate sunt uria\u0219e. Iat\u0103 care sunt cifrele numai pentru televiziune:<\/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=\"publicitatea la medicamente\" 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- Exist\u0103 \u0219i mai mul\u021bi bani de marketing pentru medici<\/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;\">Este interesant s\u0103 ne g\u00e2ndim c\u0103 to\u021bi ace\u0219ti bani sunt cheltui\u021bi pentru persoanele care nu pot cump\u0103ra direct medicamentele \u0219i de aceea reprezint\u0103 doar o frac\u021biune din cheltuielile de marketing ale marilor companii farmaceutice. \u00cen 2012, marketingul direct c\u0103tre consumatori a sc\u0103zut la $3,47 miliarde de euro, dar $24 miliarde de euro au fost cheltuite pentru promovarea medicamentelor c\u0103tre medici \u00eentr-o mul\u021bime de moduri, cum ar fi pr\u00e2nzuri gratuite sau cursuri de formare \u00een restaurante sau sta\u021biuni de lux. Acestea sunt practici care ridic\u0103 multe \u00eentreb\u0103ri etice, cum ar fi \"medicul prescrie cel mai bun medicament sau pe cel fabricat de cel care i-a oferit o cin\u0103 scump\u0103\"?<\/span><\/p>\n<h3><strong>3 - Marketingul Big Pharma pe internet este \u00een cre\u0219tere<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Cum r\u0103m\u00e2ne cu internetul? Desigur, exist\u0103 o sum\u0103 substan\u021bial\u0103 de bani pentru a se adresa medicilor, \u00een principal \u00een comunit\u0103\u021bile medicale prin intermediul re\u021belelor sociale. Face\u021bi clic pe imaginea de mai jos pentru c\u00e2teva cifre:<\/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 = Marketingul c\u00e2\u0219tig\u0103<\/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;\">Acest grafic ne arat\u0103 propor\u021bia investi\u021biilor \u00een marketing versus cercetare \u0219i dezvoltare realizate de companiile Big Pharma \u00een cel mai bun mod posibil: un grafic de dispersie normalizat cu context. <\/span><a href=\"http:\/\/www.randalolson.com\/2015\/03\/01\/design-critique-putting-big-pharma-spending-in-perspective\/\" target=\"_blank\" rel=\"noopener\">Mul\u021bumesc lui Randal Olson pentru graficul \u0219i postarea excelent\u0103.<\/a><\/p>\n<p>Companiile din domeniul tehnologiei \u0219i al automobilelor din acest clasament sunt:<\/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;\">Dup\u0103 cum putem observa, companiile farmaceutice investesc mai mult \u00een marketing dec\u00e2t \u00een dezvoltarea de medicamente, chiar \u0219i \u00een compara\u021bie cu alte industrii mari.<\/span><\/p>\n<h3><strong>5- Cele mai reclamate: medicamente pentru disfunc\u021bie erectil\u0103<\/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;\">Dou\u0103 medicamente pentru disfunc\u021bia erectil\u0103, Cialis \u0219i Viagra, s-au clasat pe primele cinci locuri \u00een topul celor mai mediatizate medicamente, al\u0103turi de un tratament pentru artrita reumatoid\u0103 (Humira), un tratament \u00eempotriva durerii (Lyrica) \u0219i un medicament \u00eempotriva cheagurilor (Eliquis).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Este interesant de observat c\u0103 Viagra \u0219i Cialis, dou\u0103 medicamente vechi de 10 ani, primesc mai mult\u0103 aten\u021bie \u0219i investi\u021bii dec\u00e2t un medicament nou, cum este Eliquis.<\/span><\/p>\n<h3><strong>6- Cheltuim mai mult, tr\u0103im mai pu\u021bin<\/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;\">\u021aara care cheltuie\u0219te cel mai mult pentru s\u0103n\u0103tate este SUA, dar c\u00e2nd vine vorba de speran\u021ba de via\u021b\u0103, aceasta r\u0103m\u00e2ne sub medie \u00een compara\u021bie cu alte \u021b\u0103ri bogate (OCDE), dup\u0103 cum se poate vedea mai sus.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Potrivit The Economist:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u00cen 2013, America a cheltuit, \u00een medie, $8.713 pe persoan\u0103 - de dou\u0103 ori \u0219i jum\u0103tate mai mult dec\u00e2t media OCDE. Cu toate acestea, americanul mediu moare cu 1,7 ani mai devreme dec\u00e2t cet\u0103\u021beanul mediu din OCDE.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Nu spun c\u0103 exist\u0103 o corela\u021bie real\u0103 \u00eentre bugetul de marketing al medicamentelor pentru erec\u021bie \u0219i speran\u021ba de via\u021b\u0103, dar nu m\u0103 pot ab\u021bine s\u0103 nu m\u0103 g\u00e2ndesc c\u0103 SUA aloc\u0103 prea mul\u021bi bani \u0219i aten\u021bie unui tip de tratament care nu este at\u00e2t de salvator pe c\u00e2t ne-a f\u0103cut s\u0103 credem Marvin Gaye: vindecarea sexual\u0103.<\/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=\"anun\u021buri de medicamente\" 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- Sunt mul\u021bi bani \u00een joc Miliarde de dolari sunt cheltuite pe reclamele TV directe la consumator pentru medicamentele eliberate pe baz\u0103 de re\u021bet\u0103 \u0219i, din aceast\u0103 cauz\u0103, medicii petrec mai mult timp resping\u00e2nd afirma\u021biile de marketing dec\u00e2t pun\u00e2nd un diagnostic. De aceea, Asocia\u021bia Medical\u0103 American\u0103 (AMA) dore\u0219te s\u0103 interzic\u0103 acest tip de publicitate. Doar SUA \u0219i Noua Zeeland\u0103 permit [...]<\/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\/ro\/6-asja-mida-peaksite-teadma-ravimireklaamide-kohta-graafiline-juhend\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\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\/ro\/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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