Kerasionalan Iklan Obat Cetak untuk Dokter Ditinjau dari Kriteria Etis Periklanan WHO 1988  

Oleh:

Suhadi, Rita

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: SIGMA: Jurnal Sains dan teknologi vol. 4 no. 2 (Jul. 2001), page 151-158.
Topik: Rationality of medical advertisement; 1988 WHO criteria

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: SS25.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Medical practitioners are busy professionals with limited time to upgrade their kowledge. Meanwhile, the medicine used in their medical practice was intensively advertised through varios media including printing materials. Medical advertisements have both commercial and scientific aspects. Commercially it tends to exaggerate the product benefit,whereas scientifically it should be exact, truthful, and reliable. If doctors fully trust and depent on the advertisements as the only source of information, they may yield irrational therapy. This descriptive non-experimental study was conducted using 120 samples of printing advertisements for doctors to investigate the rationality of the advertisements, the comparison between the "PMA" (foreign companies) and "PMDN/BUMN" (local companies) medical advertisements, and the comparison between several therapeutic classes and media of advertisements. The 1988 WHO ethical criteria were applied as standard. The study shows that the percentage of rational advertisements is only 5 % for PMDN/BUMN, and 17 % for PMA advertisements. It is also depicted by the percentage figures thet the rationality is influenced by the types of media and the product's therapeutic calss.

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