The content analysis of drug advertisements in two local medical journals

Dergiler ve içerdikleri ilaç reklamları, iletişim ve bilgi kanalı olarak önem tasimaktadır. Bununla birlikte, ilaç reklamlarının hedef kitleleri ülkelerin mevzuatlarına göre degişiklik gösterebilmektedir. Pek çok ülkede olduğu gibi Türkiye de de hekimler ve eczacılar gibi sağlık calışanları ilaçlar konusunda karar vericilerdir. Bu bağlamda, dergilerdeki ilaç reklamları ilaçlar hakkında bilgi vermeyi amaçlamaktadır. Eger ilaç reklamları bilimsel ve tarafsız bilgi içerirlerse sağlık personelleri hastalarına daha çok yardımci olabilirler. Bu nedenle, reklamların içerikleri halk sağlığı açısından önem taşımaktadır. Bu çalışmada iki yerel dergi olan JAMA Türkiye ve Eczacı" dergilerindeki ilaç reklamlarının içerikleri, içerik analizi ile incelenmiştir. Sonuç olarak, reklamlarda en sık kullanılan mesajın ilaçların etkililiği ile ilgili olduğu belirlenmiştir. Diğer taraftan, yan etkiler, advers etkiler ve kontrendikasyonlar hakkındaki bilgilerin eksikliği dikkat çekicidir. İlaç reklamlarındaki eksik noktalardan dolayı, reklam içeriklerinin objektif olmadığı düşünülmektedir. Bu bulgular ışığında, hastalara daha iyi hizmet verebilmek için sağlık çalışanları ve yayıncıların ilaç reklamlarını değerlendirirken daha dikkatli ve tarafsız olmaları gerekmektedir.

İki medikal yerel dergideki ilaç reklamlarının içerik analizi

As a communication and information channel, journals and drug advertisements in them have a significant role. However the regulation on drug advertisements may vary in countries due to the target group. Healthcare professionals, especially physicians and pharmacists are decision makers on drug-use in Turkey like in many other countries. In this respect, drug advertisements in medical journals aim to give information on drugs. Thus healthcare professionals can be more helpful for their patients if the advertisement contains scientific and unbiased information. Because of these, the content of advertisements is important for public health. In this study, the content of advertisements in two local medical journals; JAMA Türkiye and Eczacı were investigated by using content analysis. As a result, frequently used messages in advertisements were on the effectiveness of drugs. However, the lack of information about side effects, adverse effects and contraindications in drug advertisements were remarkable. Because of the missing points in drug advertisements content, it can be stated that messages in the advertisements may not be objective. In the light of these findings both healthcare professionals and publishers of the journals should be more careful and objective while assessing drug advertisements in order to serve better for their patients.

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Turkish Journal of Pharmaceutical Sciences
  • ISSN: 1304-530X
  • Yayın Aralığı: Yılda 6 Sayı
  • Başlangıç: 2000

6.6b293

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