@Article{信息:doi 10.2196 / / jmir。1775年，作者="Liang, Bryan A and Mackey, Timothy K"，标题="社交媒体在直接面向消费者的药品广告中的流行程度和全球健康影响"，期刊="J Med Internet Res"，年="2011"，月=" 8 "，日="31"，卷="13"，数="3"，页="e64"，关键词="非法药店;社交媒体;药品销售;direct-to-consumer-advertising;因特网药店;全球卫生;法律;背景:直接面向消费者的广告(DTCA)与不适当的药物使用和较高的医疗保健支出有关，是增长最快的药物营销形式。DTCA仅在美国和新西兰合法。 However, the advent of online interactive social media ``Web 2.0'' technologies---that is, eDTCA 2.0---may circumvent DTCA legal proscriptions. Objective: The purpose of this study was to assess the prevalence of DTCA of leading pharmaceutical company presence and drug product marketing in online interactive social media technologies (eDTCA 2.0). Methods: We conducted a descriptive study of the prevalence of eDTCA 2.0 marketing in the top 10 global pharmaceutical corporations and 10 highest grossing drugs of 2009. Results: All pharmaceutical companies reviewed (10/10, 100{\%}) have a presence in eDTCA 2.0 on Facebook, Twitter/Friendster, sponsored blogs, and really simple syndication (RSS) feeds. In addition, 80{\%} (8/10) have dedicated YouTube channels, and 80{\%} (8/10) developed health care communication-related mobile applications. For reviewed drugs, 90{\%} (9/10) have dedicated websites, 70{\%} (7/10) have dedicated Facebook pages, 90{\%} (9/10) have health communications-related Twitter and Friendster traffic, and 80{\%} (8/10) have DTCA television advertisements on YouTube. We also found 90{\%} (9/10) of these drugs had a non-corporate eDTCA 2.0 marketing presence by illegal online drug sellers. Conclusion: Pharmaceutical companies use eDTCA 2.0 to market themselves and their top-selling drugs. eDTCA 2.0 is also used by illicit online drug sellers. Regulators worldwide must take into account the current eDTCA 2.0 presence when attempting to reach policy and safety goals. ", issn="1438-8871", doi="10.2196/jmir.1775", url="//www.mybigtv.com/2011/3/e64/", url="https://doi.org/10.2196/jmir.1775", url="http://www.ncbi.nlm.nih.gov/pubmed/21880574" }