Los Medios Sociales en el ciclo del Marketing Farmacéutico

¿Cómo influyen los medios sociales dentro del marketing farmacéutico?
La industria farmacéutica se mueve en un ámbito enormemente complejo. Por una parte, el ciclo de los productos suele empezar ya con una inversión importante para poder investigar, madurar y desarrollar muchos ensayos clínicos, poder aprobar todas las regulaciones que tienen que pasar, y finalmente, poder lanzar dicho producto. Pero aquí no termina el ciclo, sino que otra parte importante del ciclo es la llegada de los medicamentos genéricos.
Si bien es cierto que los canales están altamente regulados, también es verdad que estos dependen de factores de difícil control. Y para más complicación, el marketing que se utiliza en la industria farmacéutica tiene ciertas limitaciones y solo permite dirigirse directamente al consumidor final (o paciente) en aquellos productos que son vendidos en el mostrador (OTC) o que son considerados cosméticos o productos sanitarios. De esta manera, para poder promocionar aquellos productos bajo prescripción médica, solo podrán ir dirigidos a facultativos.
Todas estas limitaciones tienen una razón de ser: ¿qué pasaría si cualquiera pudiese entrar a Internet y autodiagnosticarse un fármaco, sin conocimientos algunos, y hacer el pedido del medicamento elegido? Probablemente no sería un buen sistema, ya que no toda la población tiene los conocimientos necesarios para poder realizar la selección de un correcto tratamiento en función de los síntomas, y sin la realización de pruebas o exámenes necesarios para el diagnóstico.
A Google se le ha imputado alguna multa importante por no impedir la comercialización de medicamentos de ciertas farmacias en algunas regiones. Pero, es cierto que no es la solución al problema, ya que no acaba aquí la historia. Existen otros canales en las redes mucho más difíciles de limitar o controlar.
Estos casos son las redes sociales, los blogs, etc. la publicidad de medicamentos de prescripción está prohibida, pero resulta muy complicado impedir que en el foro de un blog, o en el muro de cualquier red social los pacientes de cierta patología, o ajenas a la patología, hablen y comenten los tratamientos que han seguido o les han prescrito sus médicos pertinentes.
Es muy difícil limitar estos comentarios donde hablan de una sintomatología, unos signos, de efectos secundarios, de diferentes tratamientos que han seguido.
Este proceso interviene directamente en el ciclo del marketing de la industria farmacéutica para estos productos. Es posible que el paciente condicione al médico cuando va a la visita programada y le explica los síntomas, y todo aquello acerca lo que ha leído, como que X tratamiento provoca muchos efectos secundarios.
Máster de Marketing Farmacéutico, UPF BSM.
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Ya no es solo el tema de la farmacia si no también de los alimentos. A día de hoy podemos ver comidas típicas de la provincia de Corrientes (Argentina), por ejemplo, que están haciendo publicidad en medios sociales para vender sus platos típicos y eso es buena señal por un lado y mala por el otro.
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