Health, medicine, and medical marketing

Authors

  • Luís Dos Santos Ferreira Consultor de Gestão

DOI:

https://doi.org/10.32385/rpmgf.v24i5.10551

Keywords:

Drugs, Marketing, Physicians, Health Care Costs

Abstract

The present article introduces a very synthetical insight into Portugal's healthcare situation and its position with regards to countries that have a similar degree of development. It describes the enduring inequities and in particular the fact that health-related costs have a significant importance with regards to the GDP and the fact that such costs are disproportionate to their amplitude and quality.The article also specifies the process of healthcare delivery and the crucial role played by the doctor and the drugs. Following a brief depiction of the pharmaceutical industry, we analyze the relation between pharmaceutical marketing and the doctor as prescriber.Two aspects are highlighted in the analysis: the importance of information in the medical prescription and the profound asymmetry between information conveyed by the pharmaceutical industry and independent information. This asymmetry throws into relief the relation between the intensity of the prescription of a given brand and the intensity of the information that the pharmaceutical industry sends out to the prescriber. In addition, the article analyses the means used by the industry to promote its products and their significance in the companies' spending structures; it also points out inappropriate practices and measures that strive to limit its negative effects.

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Published

2008-09-01

Issue

Vol. 24 No. 5 (2008): Revista Portuguesa de Clínica Geral

Section

Dossier

License

The authors will assign to the RPMGF the sole right to publish and distribute the content of the manuscript specified in this declaration via physical, electronic, broadcasting or any other medium that may come into existence. They also grant the RPMGF the right to use and exploit this manuscript, in particular by assigning, selling or licensing its content. This permission is permanent and takes effect from the moment the manuscript is submitted, has the maximum duration allowed by applicable Portuguese or international law and is of worldwide scope. The authors further declare that this assignment is made free of charge. If the RPMGF informs the authors that it is not going to publish their manuscript, the exclusive assignment of rights ceases forthwith.

The authors authorise the RPMGF (or any entity it may appoint) to act on their behalf when it believes that copyright may have been infringed.

 

How to Cite

Health, medicine, and medical marketing. (2008). Portuguese Journal of Family Medicine and General Practice, 24(5), 605-16. https://doi.org/10.32385/rpmgf.v24i5.10551