{"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\/sk\/6-veci-ktore-by-ste-mali-vediet-o-reklamach-na-drogy-graficky-sprievodca\/","title":{"rendered":"6 vec\u00ed, ktor\u00e9 by ste mali vedie\u0165 o reklam\u00e1ch na lieky [grafick\u00fd sprievodca]"},"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=\"drogy\" 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 - ide o ve\u013ea pe\u0148az\u00ed<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Miliardy dol\u00e1rov sa vynakladaj\u00fa na telev\u00edzne reklamy na lieky na predpis, ktor\u00e9 s\u00fa ur\u010den\u00e9 priamo spotrebite\u013eom, a preto lek\u00e1ri tr\u00e1via viac \u010dasu vyvracan\u00edm marketingov\u00fdch tvrden\u00ed ako stanovovan\u00edm diagn\u00f3zy. Preto chce Americk\u00e1 lek\u00e1rska asoci\u00e1cia (AMA) tento druh reklamy zak\u00e1za\u0165.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Iba v USA a na Novom Z\u00e9lande je povolen\u00fd priamy marketing liekov na predpis a nebude \u013eahk\u00e9 to zmeni\u0165, preto\u017ee ide o obrovsk\u00e9 mno\u017estvo pe\u0148az\u00ed. Tu s\u00fa \u010d\u00edsla len pre telev\u00edziu:<\/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 na lieky\" 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 - Lek\u00e1ri maj\u00fa k dispoz\u00edcii e\u0161te viac pe\u0148az\u00ed na marketing<\/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;\">Je zauj\u00edmav\u00e9, \u017ee v\u0161etky tieto peniaze sa vynakladaj\u00fa na \u013eud\u00ed, ktor\u00ed si lieky nem\u00f4\u017eu k\u00fapi\u0165 priamo, a preto je to len zlomok v\u00fddavkov ve\u013ek\u00fdch farmaceutick\u00fdch firiem na marketing. V roku 2012 klesol marketing priamo u spotrebite\u013eov na $3,47 miliardy, ale $24 mili\u00e1rd sa vynalo\u017eilo na propag\u00e1ciu liekov lek\u00e1rom mnoh\u00fdmi sp\u00f4sobmi, ako s\u00fa obedy zadarmo alebo \u0161kolenia v luxusn\u00fdch re\u0161taur\u00e1ci\u00e1ch alebo rezortoch. Ide o praktiky, ktor\u00e9 vyvol\u00e1vaj\u00fa mnoh\u00e9 etick\u00e9 ot\u00e1zky, napr\u00edklad \"predpisuje lek\u00e1r najlep\u0161\u00ed liek alebo ten, ktor\u00fd vyrobil ten, kto mu k\u00fapil drah\u00fd obed\"?<\/span><\/p>\n<h3><strong>3 - Marketing ve\u013ek\u00fdch farmaceutick\u00fdch spolo\u010dnost\u00ed na webe sa zvy\u0161uje<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">A \u010do internet? Samozrejme, \u017ee na oslovenie lek\u00e1rov, hlavne v lek\u00e1rskych komunit\u00e1ch prostredn\u00edctvom soci\u00e1lnych m\u00e9di\u00ed, je k dispoz\u00edcii zna\u010dn\u00e1 suma pe\u0148az\u00ed. Kliknut\u00edm na obr\u00e1zok ni\u017e\u0161ie n\u00e1jdete nieko\u013eko \u010d\u00edsel:<\/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. v\u00fdskum a v\u00fdvoj = marketing vyhr\u00e1va<\/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;\">Tento graf n\u00e1m ukazuje pomer invest\u00edci\u00ed do marketingu a v\u00fdskumu a v\u00fdvoja ve\u013ek\u00fdch farmaceutick\u00fdch spolo\u010dnost\u00ed najlep\u0161\u00edm mo\u017en\u00fdm sp\u00f4sobom: normalizovan\u00fdm grafom rozptylu s kontextom. <\/span><a href=\"http:\/\/www.randalolson.com\/2015\/03\/01\/design-critique-putting-big-pharma-spending-in-perspective\/\" target=\"_blank\" rel=\"noopener\">V\u010faka Randalovi Olsonovi za vynikaj\u00faci graf a pr\u00edspevok.<\/a><\/p>\n<p>Technologick\u00e9 a automobilov\u00e9 spolo\u010dnosti v rebr\u00ed\u010dku s\u00fa:<\/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;\">Ako vid\u00edme, farmaceutick\u00e9 spolo\u010dnosti investuj\u00fa viac do marketingu ako do v\u00fdvoja liekov, a to aj v porovnan\u00ed s in\u00fdmi ve\u013ek\u00fdmi priemyseln\u00fdmi odvetviami.<\/span><\/p>\n<h3><strong>5 - Najviac inzerovan\u00e9: lieky na erektiln\u00fa dysfunkciu<\/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;\">Dva lieky na erektiln\u00fa dysfunkciu, Cialis a Viagra, sa umiestnili v prvej p\u00e4\u0165ke najinzerovanej\u0161\u00edch liekov spolu s liekom na reumatoidn\u00fa artrit\u00eddu (Humira), liekom proti bolesti (Lyrica) a liekom proti zr\u00e1\u017eanlivosti krvi (Eliquis).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Je zauj\u00edmav\u00e9, \u017ee Viagra a Cialis, dva 10 rokov star\u00e9 lieky, sa te\u0161ia v\u00e4\u010d\u0161ej pozornosti a invest\u00edci\u00e1m ako nov\u00fd liek Eliquis.<\/span><\/p>\n<h3><strong>6 - Viac m\u00ed\u0148a\u0165, menej \u017ei\u0165<\/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;\">Krajinou, ktor\u00e1 vynaklad\u00e1 najviac prostriedkov na zdravotn\u00edctvo, s\u00fa USA, ale pokia\u013e ide o o\u010dak\u00e1van\u00fa d\u013a\u017eku \u017eivota, zost\u00e1va v porovnan\u00ed s ostatn\u00fdmi bohat\u00fdmi krajinami (OECD) pod priemerom, ako vid\u00edme vy\u0161\u0161ie.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pod\u013ea \u010dasopisu The Economist:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">V roku 2013 vynalo\u017eila Amerika v priemere $8 713 na osobu - dvaapolkr\u00e1t viac ako priemer OECD. Napriek tomu priemern\u00fd Ameri\u010dan zomiera o 1,7 roka sk\u00f4r ako priemern\u00fd ob\u010dan OECD.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Netvrd\u00edm, \u017ee existuje skuto\u010dn\u00e1 s\u00favislos\u0165 medzi rozpo\u010dtom na marketing liekov na erekciu a d\u013a\u017ekou \u017eivota, ale nem\u00f4\u017eem sa ubr\u00e1ni\u0165 dojmu, \u017ee USA vynakladaj\u00fa pr\u00edli\u0161 ve\u013ea pe\u0148az\u00ed a pozornosti na druh lie\u010dby, ktor\u00e1 nie je tak\u00e1 \u017eivot zachra\u0148uj\u00faca, ako n\u00e1s presved\u010dil Marvin Gaye: sexu\u00e1lne lie\u010denie.<\/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 na lieky\" 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 - Ide o ve\u013ek\u00e9 peniaze Miliardy dol\u00e1rov sa vynakladaj\u00fa na telev\u00edzne reklamy na lieky na predpis, ktor\u00e9 s\u00fa ur\u010den\u00e9 priamo spotrebite\u013eom, a preto lek\u00e1ri tr\u00e1via viac \u010dasu vyvracan\u00edm marketingov\u00fdch tvrden\u00ed ako stanovovan\u00edm diagn\u00f3zy. Preto chce Americk\u00e1 lek\u00e1rska asoci\u00e1cia (AMA) tento druh reklamy zak\u00e1za\u0165. Iba USA a Nov\u00fd Z\u00e9land povo\u013euj\u00fa [...]<\/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\/sk\/6-asja-mida-peaksite-teadma-ravimireklaamide-kohta-graafiline-juhend\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\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\/sk\/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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