在线向消费者直接推销处方药的问题领域：教药品营销人员如何更好地提供信息或更好地宣传？评“在线向消费者直接推销处方药的问题领域：FDA 警告信的内容分析”。
Trouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: Teaching Drug Marketers How to Inform Better or Spin Better? Comment on "Trouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: A Content Analysis of FDA Warning Letters".
机构信息
Centre for Clinical Epidemiology and Biostatistics, The University of Newcastle, Callaghan, NSW, Australia.
出版信息
Int J Health Policy Manag. 2016 Feb 21;5(5):333-5. doi: 10.15171/ijhpm.2016.20.
Abstract
Hyosun Kim's report "Trouble Spots in Online Direct to Consumer Prescription Drug Promotion: A content Analysis of FDA Warning Letters" aims to teach marketers how to avoid breaching current Food and Drug Administration (FDA) guidelines in their online drug promotion. While Kim hopes to minimise the potential for online promotion to misinform consumers and the study is carefully conducted, teaching drug marketers how to avoid the common mistakes in online drug promotion is more likely to make marketers more adept at spinning information than appropriately balancing it.
摘要
金孝善的报告《网络直接面向消费者的处方药促销的问题点：对 FDA 警告信的内容分析》旨在教导营销人员如何避免在其在线药品推广中违反当前的食品和药物管理局 (FDA) 准则。虽然金孝善希望尽量减少在线促销误导消费者的可能性，且该研究是经过精心开展的，但教导药品营销人员如何避免在线药品推广中的常见错误，更有可能使营销人员更擅长于歪曲信息，而不是恰当地平衡信息。
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