Receptinių vaistų reklamos ypatumai
Gavome žinutę (ačiū M.) su “Respublikoje” neseniai (12.01) publikuoto straipsnio PDF. Straipsnyje (ir jame esančiose nuotraukose) yra nemažai įdomių faktų apie tai, kaip dirbama su gydytojais. Beje, kompanija, kuriai “pasisekė” būti pagautai žurnalistų, priklauso EFA - “Etinių farmacijos kompanijų asociacijai“.
Asociacijos kodekse parašyta: “Reklaminių renginių dalyviai turi būti vaišinami saikingai, kad vaišės neužgožtų pagrindinių renginio tikslų.” Tačiau paskaičius “Respublikos” straipsnį susidaro ne visai toks vaizdas.
Kompanija - tikrai gerai žinoma: ”Berlin-Chemie”, kuriai pirklauso ”Fastum”, “Mezym” ir kiti (tame tarpe nemažai receptinių, kuriuos draudžiamama reklamuoti vartotojams).
Neteisiame “Berlin-Chemie”. Tai - įprasta praktika farmacijos versle. O tai ar yra blogai, ar ne, spręsti nesiimame. Tam reikėtų atskiros diskusijos. Šiuo konkrečiu atveju įdomūs yra patys receptinių vaistų reklamos būdai.
chebryte, nebukit naivus. Berlin-Chemie nepasirase su Tomkaus sutve reklamos sutarties, tai ir gavo atitinkama straipsni. Gales pagalvoti iki pirmadineio ir pirmadieni pasirasyti. Tokie patys triukai vyksta su Respublika, Veidu, dar keliais leidiniais. Lietuvos rytas truputi subtiliau, bet panasiai dirba..
Galimas dalykas, kad tai leme straipsnio atsiradima. Bet jis tik dar karta iskele i viesuma fakta apie tokius renginius, kurie vyksta farmacijos versle kone kiekviena diena.
O zinot, kas blogiausia? ogi tai, kad daktarai i tokius seminarus vaziuoja, nes jiems dazniausiai tai vienintelis budas susipazinti su naujovemis. Tegul ir vienos kompanijos naujovemis, bet vis tiek. Pervaziaves kelis tokus seminarus daktaras gali susidaryti pakankamai objektyvia nuomone, nes iskeliauti i keliasdesimt tukstnciu kainuojancius tobulinimosi kursus uz poros gabalu alga nelabai iseina.
Kita vertus, tiesioginis produktu pristatymas - ne naujiena, paziurekim kad ir i Zepter puodus:) tik atsizvelgiant i tai, kad auditorija jauciasi socialiai neivertinta, jai uzfundijama siek tiek prabangos - dvaras, uzkandziai, gerimai…
O kysiu laikyti to nelabai iseina, nes medikas gali ramiai atvaziuoti i toki rengini, isklausyti, pavalgyti skaniai ir toliau israsineti vaistus, kurie jam atrodo reikalingi.
yra taisykės ir teisės aktai bet yra begalė būdų kaip visa tai farmacijos narko-vaistų biznis legalizuoja. vyksta tai kasdien ir šis pvz tik mažytis atvejis išlindęs į viešumą.
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Kada paskutini karta pas gydytojus buvote? Paziurekite i ju tusinukus, kalendoriukus, paziurekite ant ko israsomi nereceptiniai vaistai. Anokia cia naujiena, greiciausiai is tikro yra taip, kad fastumo ar mezymo yra neblogi reklaminiai biudzetai, bet ju nenuskilo respublikai, apmaudu gi zmonems…
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