{"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\/sl\/6-stvari-ki-bi-jih-morali-vedeti-o-oglasih-za-droge-graficni-vodnik\/","title":{"rendered":"6 stvari, ki jih morate vedeti o oglasih za droge [grafi\u010dni vodnik]"},"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=\"droge\" 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 - gre za veliko denarja<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Za televizijske oglase za zdravila na recept, ki so namenjeni neposredno potro\u0161nikom, se porabi ve\u010d milijard dolarjev, zato zdravniki ve\u010d \u010dasa porabijo za zavra\u010danje tr\u017enih trditev kot za postavljanje diagnoz. Zato \u017eeli Ameri\u0161ko zdravni\u0161ko zdru\u017eenje (AMA) prepovedati tovrstno ogla\u0161evanje.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Samo ZDA in Nova Zelandija dovoljujeta neposredno tr\u017eenje zdravil na recept, kar pa ne bo lahko spremeniti, saj gre za ogromno koli\u010dino denarja. Tukaj so \u0161tevilke samo za televizijo:<\/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=\"ogla\u0161evanje zdravil\" 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 - Zdravniki imajo na voljo \u0161e ve\u010d denarja za tr\u017eenje<\/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;\">Zanimivo je pomisliti, da se ves ta denar porabi za ljudi, ki ne morejo neposredno kupiti zdravil, zato je to le del\u010dek izdatkov velikih farmacevtskih dru\u017eb za tr\u017eenje. Leta 2012 se je tr\u017eenje neposredno potro\u0161nikom zmanj\u0161alo na $3,47 milijarde, vendar je bilo $24 milijard porabljenih za promocijo zdravil zdravnikom na \u0161tevilne na\u010dine, kot so brezpla\u010dna kosila ali te\u010daji usposabljanja v presti\u017enih restavracijah ali letovi\u0161\u010dih. To so prakse, ki spro\u017eajo \u0161tevilna eti\u010dna vpra\u0161anja, na primer \"ali zdravnik predpi\u0161e najbolj\u0161e zdravilo ali tisto, ki ga je izdelal tisti, ki mu je kupil drago ve\u010derjo\"?<\/span><\/p>\n<h3><strong>3 - tr\u017eenje velikih farmacevtskih dru\u017eb na spletu se pove\u010duje<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Kaj pa internet? Seveda obstaja precej\u0161nja koli\u010dina denarja za nagovarjanje zdravnikov, predvsem v zdravni\u0161kih skupnostih prek dru\u017ebenih medijev. Za nekaj \u0161tevilk kliknite na spodnjo sliko:<\/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 - Tr\u017eenje proti raziskavam in razvoju = zmaga tr\u017eenje<\/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;\">Ta graf nam prikazuje razmerje med nalo\u017ebami v tr\u017eenje in raziskavami ter razvojem velikih farmacevtskih podjetij na najbolj\u0161i mo\u017eni na\u010din: normalizirana razpr\u0161ena plo\u0161\u010da s kontekstom. <\/span><a href=\"http:\/\/www.randalolson.com\/2015\/03\/01\/design-critique-putting-big-pharma-spending-in-perspective\/\" target=\"_blank\" rel=\"noopener\">Hvala Randal Olson za odli\u010dno grafikon in post.<\/a><\/p>\n<p>Tehnolo\u0161ka in avtomobilska podjetja na lestvici so:<\/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;\">Kot vidimo, farmacevtska podjetja v primerjavi z drugimi velikimi panogami ve\u010d vlagajo v tr\u017eenje kot v razvoj zdravil.<\/span><\/p>\n<h3><strong>5- Najbolj ogla\u0161evani: zdravila za erektilno disfunkcijo<\/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;\">Dve zdravili za erektilno disfunkcijo, Cialis in Viagra, sta se uvrstili med pet najbolj ogla\u0161evanih zdravil, skupaj z zdravilom za zdravljenje revmatoidnega artritisa (Humira), zdravilom proti bole\u010dinam (Lyrica) in zdravilom proti strjevanju krvi (Eliquis).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Zanimivo je, da sta Viagra in Cialis, dve deset let stari zdravili, dele\u017eni ve\u010d pozornosti in nalo\u017eb kot novo zdravilo Eliquis.<\/span><\/p>\n<h3><strong>6- Ve\u010d zapravljajte, manj \u017eivite<\/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;\">Dr\u017eava, ki najve\u010d namenja za zdravstvo, so ZDA, vendar je njihova pri\u010dakovana \u017eivljenjska doba v primerjavi z drugimi bogatimi dr\u017eavami (OECD) podpovpre\u010dna, kot je razvidno iz zgornjih podatkov.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Po poro\u010danju revije The Economist:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Leta 2013 je Amerika v povpre\u010dju porabila $8.713 na osebo - dvainpolkrat ve\u010d od povpre\u010dja OECD. Kljub temu povpre\u010den Ameri\u010dan umre 1,7 leta prej kot povpre\u010den dr\u017eavljan OECD.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Ne trdim, da obstaja resni\u010dna povezava med prora\u010dunom za tr\u017eenje zdravil za erekcijo in pri\u010dakovano \u017eivljenjsko dobo, vendar se ne morem znebiti misli, da ZDA preve\u010d denarja in pozornosti namenjajo zdravljenju, ki ni tako re\u0161ilno, kot nas je prepri\u010dal Marvin Gaye: zdravljenju spolnosti.<\/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=\"oglasi za zdravila\" 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 - Gre za veliko denarja Milijarde dolarjev se porabijo za televizijske oglase za zdravila na recept, namenjene neposredno potro\u0161nikom, zato zdravniki ve\u010d \u010dasa porabijo za ovr\u017ebo tr\u017enih trditev kot za postavljanje diagnoz. Zato \u017eeli Ameri\u0161ko zdravni\u0161ko zdru\u017eenje (AMA) prepovedati tovrstno ogla\u0161evanje. Samo ZDA in Nova Zelandija dovoljujeta ogla\u0161evanje zdravil, ki se uporabljajo za [...]<\/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\/sl\/6-asja-mida-peaksite-teadma-ravimireklaamide-kohta-graafiline-juhend\/\" \/>\n<meta property=\"og:locale\" content=\"sl_SI\" \/>\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\/sl\/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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