Marketing strategies of the pharmaceutical industry and drug consumption

Detalhes bibliográficos
Autor(a) principal: Barros, José Augusto C.
Data de Publicação: 1983
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista de Saúde Pública
Texto Completo: https://www.revistas.usp.br/rsp/article/view/23186
Resumo: The overuse of manufactured drugs plays an important role in the process of the growing intervention of Medicine (the phenomenon called "medicalization"). Among the different promotional practices used by pharmaceutical manufacturers to increase their profits - by means of the stimulation of the use of drugs advertising directed specially at physicians is particularly prominent. Notwithstanding drugs sold "over the counter", the use of which also depends, in great measure, in the last analysis, on the legitimation given them by physicians, these latter are responsible, through their prescriptions, for the larger part of all drug consumption. An attempt is made a critical analysis of the role of advertising, highlighting the role of drug companies' representatives and their efficacy as the means favored by manufacturers in their attempts to influence physicians' prescription habits. In this way the pharmaceutical industry looks after its own interests to the detriment of those of the patient.
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spelling Marketing strategies of the pharmaceutical industry and drug consumption Estratégias mercadológicas da indústria farmacêutica e o consumo de medicamentos Medicamentos^i1^sconsPropagandaIndústria farmacêuticaDrug consumptionAdvertisingPharmaceutical industry The overuse of manufactured drugs plays an important role in the process of the growing intervention of Medicine (the phenomenon called "medicalization"). Among the different promotional practices used by pharmaceutical manufacturers to increase their profits - by means of the stimulation of the use of drugs advertising directed specially at physicians is particularly prominent. Notwithstanding drugs sold "over the counter", the use of which also depends, in great measure, in the last analysis, on the legitimation given them by physicians, these latter are responsible, through their prescriptions, for the larger part of all drug consumption. An attempt is made a critical analysis of the role of advertising, highlighting the role of drug companies' representatives and their efficacy as the means favored by manufacturers in their attempts to influence physicians' prescription habits. In this way the pharmaceutical industry looks after its own interests to the detriment of those of the patient. Dentro do processo de ampliação crescente do âmbito de intervenção da Medicina (a chamada "medicalização"), o uso abusivo de medicamentos industrializados assume papel de destaque. Entre as diversas práticas mercadológicas de que a Indústria Farmacêutica se vale para incrementar os seus lucros - via estímulo ao consumo - sobressai-se a propaganda, particularmente junto ao médico. A despeito da automedicação, dependente, por sua vez, em grande parte, da influência inclusive "legitimadora" do médico, é sobre esse profissional que recai, direta ou indiretamente, através da prescrição medicamentosa, a responsibilidade por ação significativa do consumo. Propõe-se, com base em diversos estudos já realizados, a análise crítica do papel da propaganda, com ênfase no papel do propagandista de laboratório e na sua eficácia como instrumento preferencial de que lançam mão os produtores de medicamentos para influenciar os hábitos de prescrição dos médicos, dirigindo-os prioritariamente à satisfação dos interesses dos produtores, em detrimento daqueles dos consumidores. Universidade de São Paulo. Faculdade de Saúde Pública1983-10-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.usp.br/rsp/article/view/2318610.1590/S0034-89101983000500003Revista de Saúde Pública; Vol. 17 No. 5 (1983); 377-386 Revista de Saúde Pública; Vol. 17 Núm. 5 (1983); 377-386 Revista de Saúde Pública; v. 17 n. 5 (1983); 377-386 1518-87870034-8910reponame:Revista de Saúde Públicainstname:Universidade de São Paulo (USP)instacron:USPporhttps://www.revistas.usp.br/rsp/article/view/23186/25212Copyright (c) 2017 Revista de Saúde Públicainfo:eu-repo/semantics/openAccessBarros, José Augusto C.2012-05-28T15:08:23Zoai:revistas.usp.br:article/23186Revistahttps://www.revistas.usp.br/rsp/indexONGhttps://www.revistas.usp.br/rsp/oairevsp@org.usp.br||revsp1@usp.br1518-87870034-8910opendoar:2012-05-28T15:08:23Revista de Saúde Pública - Universidade de São Paulo (USP)false
dc.title.none.fl_str_mv Marketing strategies of the pharmaceutical industry and drug consumption
Estratégias mercadológicas da indústria farmacêutica e o consumo de medicamentos
title Marketing strategies of the pharmaceutical industry and drug consumption
spellingShingle Marketing strategies of the pharmaceutical industry and drug consumption
Barros, José Augusto C.
Medicamentos^i1^scons
Propaganda
Indústria farmacêutica
Drug consumption
Advertising
Pharmaceutical industry
title_short Marketing strategies of the pharmaceutical industry and drug consumption
title_full Marketing strategies of the pharmaceutical industry and drug consumption
title_fullStr Marketing strategies of the pharmaceutical industry and drug consumption
title_full_unstemmed Marketing strategies of the pharmaceutical industry and drug consumption
title_sort Marketing strategies of the pharmaceutical industry and drug consumption
author Barros, José Augusto C.
author_facet Barros, José Augusto C.
author_role author
dc.contributor.author.fl_str_mv Barros, José Augusto C.
dc.subject.por.fl_str_mv Medicamentos^i1^scons
Propaganda
Indústria farmacêutica
Drug consumption
Advertising
Pharmaceutical industry
topic Medicamentos^i1^scons
Propaganda
Indústria farmacêutica
Drug consumption
Advertising
Pharmaceutical industry
description The overuse of manufactured drugs plays an important role in the process of the growing intervention of Medicine (the phenomenon called "medicalization"). Among the different promotional practices used by pharmaceutical manufacturers to increase their profits - by means of the stimulation of the use of drugs advertising directed specially at physicians is particularly prominent. Notwithstanding drugs sold "over the counter", the use of which also depends, in great measure, in the last analysis, on the legitimation given them by physicians, these latter are responsible, through their prescriptions, for the larger part of all drug consumption. An attempt is made a critical analysis of the role of advertising, highlighting the role of drug companies' representatives and their efficacy as the means favored by manufacturers in their attempts to influence physicians' prescription habits. In this way the pharmaceutical industry looks after its own interests to the detriment of those of the patient.
publishDate 1983
dc.date.none.fl_str_mv 1983-10-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.usp.br/rsp/article/view/23186
10.1590/S0034-89101983000500003
url https://www.revistas.usp.br/rsp/article/view/23186
identifier_str_mv 10.1590/S0034-89101983000500003
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.usp.br/rsp/article/view/23186/25212
dc.rights.driver.fl_str_mv Copyright (c) 2017 Revista de Saúde Pública
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2017 Revista de Saúde Pública
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade de São Paulo. Faculdade de Saúde Pública
publisher.none.fl_str_mv Universidade de São Paulo. Faculdade de Saúde Pública
dc.source.none.fl_str_mv Revista de Saúde Pública; Vol. 17 No. 5 (1983); 377-386
Revista de Saúde Pública; Vol. 17 Núm. 5 (1983); 377-386
Revista de Saúde Pública; v. 17 n. 5 (1983); 377-386
1518-8787
0034-8910
reponame:Revista de Saúde Pública
instname:Universidade de São Paulo (USP)
instacron:USP
instname_str Universidade de São Paulo (USP)
instacron_str USP
institution USP
reponame_str Revista de Saúde Pública
collection Revista de Saúde Pública
repository.name.fl_str_mv Revista de Saúde Pública - Universidade de São Paulo (USP)
repository.mail.fl_str_mv revsp@org.usp.br||revsp1@usp.br
_version_ 1800221771750703104

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