摘要
目的:为规范我国处方药直接面对消费者(DTC)营销提出可行性建议。方法:分析处方药DTC营销对解决由于信息不对称导致的药价"虚高"问题和在患者参与自我医疗保健中的作用,并分析目前美国DTC营销现状及存在的问题。结果与结论:目前我国处方药营销可以推广至患者,但要注意对DTC广告的审查、新药上市后被禁止DTC宣传的时间及允许做DTC营销的药品范围。
OBJECTIVE： To bring forward feasible suggestions for Direct- to-Consumer （DTC） marketing of prescription drugs. METHODS： The importance of analysis of DTC marketing of prescription drugs in solving ＂unrealistically high＂ drug price because of asymmetric information and its role in sufferers participating in self - health care were analyzed. The status quo and the problems faced in US DTC marketing were also analyzed. RESULTS ＆ CONCLUSIONS： The marketing of prescription drugs can be extended to the sufferers in China, but we must pay attention to the checkup for DTC advertisement, the time of DTC advertisement being forbidden after the new drugs launched into the market and the scope for DTC marketing.
出处
《中国药房》
CAS
CSCD
北大核心
2009年第13期964-966,共3页
China Pharmacy
关键词
处方药
直接面对消费者
营销
Prescription drugs
Direct to-Consumer
Marketing
