A influência do marketing digital no uso de medicamentos: uma revisão.

Abstract

Digital marketing is still a little discussed topic and needs more consensus regarding its definition and subgenres. The growing increase in digital marketing in various sectors including health, as well as its use in the pharmaceutical environment and consequently in the use of medicines, can have a direct influence on consumer decision-making. In this context, the study aimed to analyze the influence of digital marketing on the use of medicines. This is an integrative literature review using Pubmed, Lilacs, Scielo and Google Scholar databases, in which the following terms were searched: Marketing and digital marketing, drug regulation, influence of digital marketing on drug use and marketing digital in the pharmaceutical segment. 46 articles were selected, of which 13 were excluded, resulting in 33 works chosen to integrate this review. Digital marketing is a practice of promoting products and services, including medicines, using digital channels such as computers, cell phones and other digital devices. In Brazil, RDC 96/2008 regulates advertising for the purpose of disclosing or commercially promoting medications in order to prevent advertisements from committing excesses that lead to excessive consumption of these products; however, it is not able to monitor the content that is generated by internet users. Studies show that the media can influence the purchase and use of medicines, favoring self-medication and, consequently, the irrational use of these products. The pharmaceutical professional presents himself as a promoter of the rational use of medicines, guiding the consumer about the risks of undue consumption of medicines.