ADVERTISING OF MEDICINAL PRODUCTS AS A PHARMACEUTICAL MARKETING TOOL: LEGAL FRAMEWORK, EDUCATIONAL COMPETENCIES AND PRACTICAL CASES
DOI:
https://doi.org/10.11603/2312-0967.2025.4.15870Keywords:
advertising of drugs, pharmaceutical education, media literacy, pharmaceutical management and marketing, pharmaceutical legislation, entry into pharmacy, practical casesAbstract
The aim of the work is to conduct a comprehensive analysis of advertising of medicinal products (MP) as a marketing tool, to study legal regulation and disclosure of professional principles of pharmaceutical activity, and to create an interdisciplinary model of integration in pharmaceutical education.
Materials and methods. The work used methods of content analysis of legislation, student and pharmacy employee questionnaires, analysis of advertising campaigns, pedagogical observation, and the case method.
Results and discussion. The study analyzed the compliance of medicinal product advertising materials with the requirements of current legislation and the principles of marketing and professional communication, which are important components of the training of future specialists. It was found that a significant part of advertising messages contains emotional accents, manipulative statements, violations of the rules regarding warnings, and the use of professional symbols. A survey of students and employees of pharmacy institutions showed an insufficient level of media literacy and the need to develop skills for critical analysis of pharmaceutical information. The use of educational cases demonstrated high efficiency in the formation of professional and general competencies of masters of pharmacy. The results obtained confirm the feasibility of integrating interdisciplinary analysis of drug advertising into the training system for higher education applicants in specialty 226 "Pharmacy, industrial pharmacy".
Conclusions. The study showed the presence of typical violations in drug advertising and identified the need to develop students' media literacy. The introduction of educational cases contributes to the formation of the necessary professional competencies of higher education applicants.
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