MARKETING FARMACEUTYCZNY W POLSCE – BADANIE PRZEKAZÓW REKLAMOWYCH LEKÓW, SUPLEMENTÓW DIETY I WYROBÓW MEDYCZNYCH
PHARMACEUTICAL MARKETING IN POLAND – RESEARCH ON ADVERTISING MESSAGES OF MEDICINES, DIETARY SUPPLEMENTS AND MEDICAL DEVICES

Summary/Abstract: Aim of the study: This study was to answer the question to what extent the modern market for advertising drugs, dietary supplements and medical devices in the mass media has expanded? The aim of the work was also to point out the most frequently used marketing procedures by producers, highlighting specific verbal and visual methods and techniques aimed at stimulating consumers’ purchasing decisions. Material and research methods: the content of advertisements for drugs, dietary supplements and medical devices in the Polish media was analyzed on 5.11-2.12.2018. The advertising intensity of the product groups was measured on the radio (Radio ZET, RMF FM, Polskie Radio), television (Polsat, TVN and Telewizja Polska) and the Internet (IPLA, PLAYER, TVP VOD), classifying them according to several specified parameters (quantitative analysis). From the messages, also such marketing measures were selected that, according to the author, have the most impact on recipients and encourage them to buy a given preparation (qualitative analysis). Results and conclusions: Medicines, dietary supplements and medical devices are the most frequently advertised product category in the mass media (approx. 31%). Advertisers most often decide to show advertisements on television (over 1/3 of broadcasts) and at public broadcasters (Polish Radio - 43%, Polish television - 38%). Without introducing a division into categories, the largest number of ads in this segment is presented by the PLAYER application (44%). The messages are characterized by high frequency of broadcast, large expenditure on advertising and appropriate marketing measures that create the needs of recipients and refer to their emotions, safety, building attachment and trust in the product, often through legally and ethically questionable actions. There is a need for more precise, top-down verification of the message by the market regulator, development of legislation regarding the advertising of dietary supplements and medical devices at least at the same level as drugs, and the sensitization of consumers to critical verification and more reflective reception of marketing content.

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