Relación entre las estrategias de comunicación de las casas farmacéuticas y la prescripción médica
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La industria farmacéutica ha sido objeto de evaluaciones y críticas constantes por sus estrategias de marketing relacional, merchandising y promoción de medicamentos hacia los profesionales de la salud, que son prescriptores y líderes de opinión; pues, se ha establecido que puede llegar a influir en el campo laboral de aquellos de manera directa, generando posibles conflictos de interés al momento de tomar decisiones respecto a la prescripción de un medicamento. Como un eslabón para conocer la real intervención de la industria farmacéutica frente a los médicos, se han descrito estudios a nivel mundial que confirman la relación activa y directa de los médicos y las casas farmacéuticas. Para regular las prácticas y el relacionamiento entre ambos, se han establecido códigos de ética por parte de la industria farmacéutica, que propenden por la promoción de productos de una forma científica, sin recurrir de pleno al merchandising; no obstante, dichos códigos de ética son optativos, y no existe una regulación gubernamental que los apruebe y los lleve a un plano legal. En Colombia, existen pocas referencias científicas que confirmen o rechacen la hipótesis de la influencia de la industria farmacéutica frente al médico prescriptor, sin embargo, los antecedentes a nivel mundial así lo confirman; como parte de la investigación y para tener un punto de partida respecto a este cuestionamiento, el presente estudio buscó establecer la relación entre las estrategias de comunicación de las casas farmacéuticas y la prescripción médica, para afirmar o descartar las presunciones de injerencia de las primeras frente a los profesionales de la salud.
The pharmaceutical industry has been constantly evaluated and criticized for its relationship marketing strategies, merchandising and promotion of medicines to health professionals, who are prescribers and opinion leaders, as it has been established that it can influence the labor field of those directly, generating conflicts of interest when making decisions about the prescription of a drug. As a link to know the real intervention of the pharmaceutical industry in front of doctors, studies have been described worldwide that confirm the active and direct relationship between doctors and pharmaceutical companies. To regulate the practices and relationship between both, codes of ethics have been established by the pharmaceutical industry, which tend to promote products in a scientific way, without resorting fully to merchandising; however, these codes of ethics are optional, and there is no government regulation that approves them and brings them to a legal level. In Colombia, there are few scientific references that confirm or reject the hypothesis of the influence of the pharmaceutical industry in front of the prescribing physician, however, the worldwide background confirms it; as part of the research and to have a starting point regarding this questioning, the present study will seek to establish the relationship between the communication strategies of pharmaceutical houses and the medical prescription, to affirm or discard the presumptions of interference of the former in front of health professionals.
The pharmaceutical industry has been constantly evaluated and criticized for its relationship marketing strategies, merchandising and promotion of medicines to health professionals, who are prescribers and opinion leaders, as it has been established that it can influence the labor field of those directly, generating conflicts of interest when making decisions about the prescription of a drug. As a link to know the real intervention of the pharmaceutical industry in front of doctors, studies have been described worldwide that confirm the active and direct relationship between doctors and pharmaceutical companies. To regulate the practices and relationship between both, codes of ethics have been established by the pharmaceutical industry, which tend to promote products in a scientific way, without resorting fully to merchandising; however, these codes of ethics are optional, and there is no government regulation that approves them and brings them to a legal level. In Colombia, there are few scientific references that confirm or reject the hypothesis of the influence of the pharmaceutical industry in front of the prescribing physician, however, the worldwide background confirms it; as part of the research and to have a starting point regarding this questioning, the present study will seek to establish the relationship between the communication strategies of pharmaceutical houses and the medical prescription, to affirm or discard the presumptions of interference of the former in front of health professionals.
Palabras clave
Estrategias de marketing farmacéutico, Sesgo en prescripción, Mercadeo relacional en industria médica, Marketing mix en la industria farmacéutica, Ética del marketing, Marketing farmacéutico, Pharmaceutical marketing strategies, Decision-making bias, Relationship marketing in the medical industry, Marketing mix in the pharmaceutical industry, Ethics of marketing, Pharmaceutical marketing