Pharmaceutical marketing—greater than the sum of its parts?
Pharmaceutical marketing—greater than the sum of its parts?
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药品营销——大于各部分之和？
DOI：
10.1136/dtb.2020.000004
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发表时间：
2020
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通讯作者：
M. Wilcock
中科院分区：
文献类型：
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作者：
M. Wilcock
不恰当的产品促销，无论是食品、金融产品还是药品，都会给个人、组织和社会带来严重的、有时甚至是危险的问题。这方面的例子包括对可能导致过度消费的不健康食品进行多人购买，积极推销支付保护保险，以及向处方者广泛推销阿片类药物。以及其对临床指南编制的影响早已被认可。4对制药行业的批评之一是，它传统上依靠积极的营销策略来推广其产品。5 2009年发表的一份报告表明，制药公司需要放弃这种做法，发展管理外部联盟网络、与二级保健专家联络以及与患者沟通方面的专业知识。5虽然直接营销策略可能更容易发现，还必须能够认识到用于促进和增加药物吸收的间接机制。
在药品方面，营销战略不能完全由制药公司“拥有”和实施。Sergio Sismondo在他的著作《Ghost-Managed Medicine》中探讨了制药公司的强大影响力是如何通过收集、创造、控制和传播信息的大型网络得以维持的。6战略包括资助研究、在医学期刊上发表文章、培养关键意见领袖以及通过销售代表和患者支持团体传播信息。他认为，这种方法可以确定哪些医学知识是理所当然的或被视为“常识”。通过利用其巨大的资源，制药行业可以影响医疗实践，政策和法规，以及对行业本身及其对健康的贡献的态度。例如，在美国，…
Inappropriate promotion of products—be it food, financial products or medicines—can result in significant, and sometimes dangerous, problems for individuals, organisations and society. Examples include multibuy offers for unhealthy food products that can lead to overconsumption, aggressive selling of payment protection insurance and the widespread marketing of opioids to prescribers.1–3 The influence of the pharmaceutical industry on the promotion of drugs to prescribers and patient groups, as well as its impact on the compilation of clinical guidelines has long been recognised.4 One of the criticisms levelled at the pharmaceutical industry is that it has traditionally relied on aggressive marketing strategies to promote its products.5 A report published in 2009 suggested that pharmaceutical companies would need to move away from such an approach and develop expertise in the management of networks of external alliances, liaison with secondary-care specialists and communication with patients.5 While the direct marketing strategies may be easier to spot, it is also important to be able recognise the indirect mechanisms that are used to promote and increase the uptake of medicines.
In relation to medicines, marketing strategies may not be ‘owned’ and delivered solely by the pharmaceutical company. In his book, Ghost-managed medicine , Sergio Sismondo explores how the powerful influence of pharmaceutical companies is sustained through large networks that gather, create, control and disseminate information.6 Strategies include funded research, publication in medical journals, development of key opinion leaders, and the dissemination of information through sales representatives and patient support groups. He argues that such an approach can establish what medical knowledge is taken for granted or regarded as ‘common sense’. By applying its enormous resources, the pharmaceutical industry can influence medical practice, policies and regulations, as well as attitudes toward the industry itself and its contributions to health. For example, in the USA, …
Naofumi Sekisui：“抗 TSH 受体自身抗体基因的现代医师分析”3 (1995)
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