ANALYSIS OF THE TECHNICAL-SCIENTIFIC CONTENT OF ADVERTISING MATERIAL OF SUPPLIES FOR COMPOUNDING PHARMACIES

Abstract

several pharmaceutical formulations, containing drugs usually sold by mainstream pharmaceutical companies. Moreover, Brazilian compounding pharmacies have been focusing on formulations of dermatological and homeopathic products. The advantage of Compounding Pharmacy for the patients is the supplying unique and customized pharmaceutical
dosage forms. Increasing the number of compounding pharmacies in Brazil, arose the need for the promotion of products and prices, which lead to strategies for the advertisement of goods and services. Therefore, the aim of this study was to analyze the advertising language used by suppliers of pharmaceutical raw materials to the Compounding Pharmacy sector. In the cases analyzed, the images used in the promotional literature of drug supplies are seductive, used to cause impacts on the patients and buyers, so that, to influence their purchase decision. The marketing strategies
usually explore human bodies pictures/figures, comparing the before and after the treatment, mainly those supplies used in compounding products for the obesity treatment and beauty products (for facial peeling, hair loss, and others).
The obtained results indicated that the promotional literature usually uses marketing strategies to stimulate consumer desires, such as skinny female images, instead of information about efficacy and safety.