Open AccessOTC MEDICINE MARKETING IN SOCIAL MEDIA: INDICATIVE SCIENTIFIC ANALYSIS OF PHARMATON AND SUPRADYN ADVERTISEMENTS
Author(s) -
Seyhmus DOĞAN,
Duygu ÜNALAN
Publication year - 2021
Publication title -
turkish online journal of design, art and communication
Language(s) - English
Resource type - Journals
ISSN - 2146-5193
DOI - 10.7456/11101100/014
Subject(s) - advertising , social media , promotion (chess) , context (archaeology) , business , order (exchange) , the internet , digital marketing , pharmaceutical marketing , marketing , pharmaceutical industry , medicine , political science , computer science , world wide web , paleontology , finance , politics , law , biology , pharmacology
The feedback loop provided by Web 2.0 technology provides an important opportunity for companies to keep the pulse of the consumer. In addition, the low cost of advertising has made social media channels attractive as an advertising platform. In recent years, the increasing importance of new internet and social media technologies as a source of health information has led the pharmaceutical industry to digital channels. The number of drug promotion in the world and Turkey is subject to legal regulations. The products in the group in Turkey only over the counter medicine can be advertised. In this context, in this study, semiotic analysis of the advertisements of Pharmaton and Supradyn supplements on Facebook, Instagram and Youtube, which are classified as non-prescription drugs, has been made in order to reveal how social media environments are used in pharmaceutical marketing. A total of nine advertisements of the products, which were published on the mentioned social media channels between 01.03.2019-31.03.2019, were examined. It has been determined that the promotion of both products focuses on health, wellness and the energy provided by the products with linguistic and visual indicators.