Erektsioonihäire ravimite kommunikatsioon: retseptiravimite kommunikatsioon erektsioonihäirete ravimite näitel
Kuupäev
2007
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Tartu Ülikool
Abstrakt
Kirjeldus
The main purpose of this research was to study the influence of the means that big
pharmaceutical companies use to affect patients and doctors to make a choice of
treatment.
In case on prescription drugs, laws forbid in many countries (including Estonia) the
mentioning of any medical brand names to the public. Because of those restrictions
pharmaceutical companies have started to use more and more straight to consumer
marketing getting to consumer through different educational programs like internet sites
and media campaigns to rise the patient awareness. The marketing of erectile dysfunction
drugs has been a study-book case of how to generate a new group of patients, encourage
them about new treatment possibilities and then send them to doctors to get pills.
Doctors on the other hand have been under the powerful advertising flow from the
pharmaceutical companies for years. The key factor to the success has been regarded to
be frequent repeating on ones message to the doctors which are channeled through
medical representatives of each company. Yet there are very little information available
about how patients and doctors regard the information that they have been offered to.
This study examined how patients on doctors recognize different brands, how much and
what kind of information they use, what kind of information is trustworthy to them and
what are the channels that they prefer.
It was found that patients with erectile dysfunction prefer to get information about they
condition internet (mainly because of the anonymity), from close friend or from a doctor.
The patients also had high awareness on brand names and other specific information
about medications which they usually find from internet. Men knew the risks that cause
erectile dysfunction, but it is rarely reflected on they general health behavior (it can be explained by the relatively old ages of average erectile dysfunction patients who find it
difficult to change they habits at that age).
Doctors were found to have excellent skills of sorting out information useful to them.
They also make very good distinction between clinical trials that have been conducted by
companies themselves and the results on trials that have been made by a neutral
organization. The non-medical backround on medical representatives is not a problem to
doctors, but they do want the visitations to be informative.
It can be said that companies should avoid sending representatives to doctors with the
same materials over and over again. The information to the doctors must be evidence
based and focused on facts that have news value.
Märksõnad
H Social Sciences (General), bakalaureusetööd, kommunikatsioon, ravimid, retseptiravimid, ravimiinfo, erektsioonihäired