'Get with the Program!': Pharmaceutical marketing, symptom checklists and self-diagnosis
'Get with the Program!': Pharmaceutical marketing, symptom checklists and self-diagnosis
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DOI：
10.1016/j.socscimed.2011.05.054
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发表时间：
2011-09-01
影响因子：
5.4
通讯作者：
Ebeling, Mary
中科院分区：
文献类型：
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作者：
Ebeling, Mary
在美国十多年的直接面向消费者的药品广告（DTC）中，一些极具争议和争议的疾病状态已经被推广，以影响有利于公司品牌药物的诊断和处方结果。影响医学诊断对于疾病的品牌至关重要，这有助于保护制药知识产权，并确保制药公司获得更高的利润。部署了大量的营销和医疗资源，以确保对疾病状态的新诊断得到承认。虽然已经做了大量的工作，调查必要的营销过程，以塑造和定义诊断许多这些新的疾病状态，如经前焦虑症（PMDD），促进自我诊断的药品营销活动中获得很少的社会学关注。本文回顾和分析了品牌的疾病意识活动赞助的制药公司，采用自我诊断的“工具”。通过使用一个特定的疾病状态，PMDD的例子，我说明了自我诊断的营销如何将患者转变为消费者，以实现制药公司的目标。这个例子是在诊断社会学的更大理论框架内进行背景化的。考虑自我诊断的营销如何超越Jutel（2009）的诊断描述为“医学分类工具”，并成为一种营销工具，以构建一个受过良好教育的消费者，他们将要求医疗诊断符合制药公司的目标。(C)2011爱思唯尔有限公司保留所有权利。
During more than a decade of direct-to-consumer advertising (DTC) of pharmaceuticals in the United States, several highly controversial and contested disease states have been promoted to affect diagnostic and prescribing outcomes that are favorable to a company's branded drug. Influencing medical diagnosis is essential to the branding of a disease, which helps to protect pharmaceutical intellectual property and assures higher profits for drug companies. Enormous marketing as well as medical resources are deployed to ensure that new diagnoses of disease states are recognized. While much work has been done investigating the marketing processes necessary to shape and define diagnoses for many of these new disease states, such as Premenstrual Dysphoric Disorder (PMDD), the promotion of self-diagnosis within pharmaceutical marketing campaigns garner little sociological attention. This article reviews and analyzes branded disease awareness campaigns sponsored by pharmaceutical companies that employ self-diagnostic "tools". By using the example of one specific disease state, PMDD, I illustrate how the marketing of self-diagnosis transforms the patient into a consumer in order to achieve the aims of a drug company. This example is contextualized within the larger theoretical framework on the sociology of diagnosis. Consideration is given to how the marketing of self-diagnosis goes beyond Jutel's (2009) description of diagnosis as being the "classification tool of medicine" and becomes a marketing tool to construct a well-educated consumer who will demand medical diagnoses inline with a drug company's objectives. (C) 2011 Elsevier Ltd. All rights reserved.