OBJECTIVE
this study analyzed medicine students' knowledge regarding medical advertising on social media.


METHOD
this is a cross-sectional study carried out between January and May 2022 with 179 medical students from public and private institutions from Curitiba - PR, using a structured questionnaire with nine problem situations on medical advertising. It was established as "sufficient" knowledge ≥70% of the problem-situations based on current professional codes and resolutions.


RESULTS
five questions had the highest percentage of correct answers resulting from the acquisition of knowledge from different sources. Most students did not learn about medical marketing in their undergraduate course (84.9%), having already shared patients' pictures on social media (89.9%), and fell the lack of discussions about medical advertising (96.6%).


CONCLUSION
there is a need to direct undergraduate education towards the ethical use of advertising in order to better prepare them for professional practice.

Medical advertising in social networks: awareness and medical school education.

RESUMO Objetivo: este estudo analisou o conhecimento dos estudantes de medicina sobre publicidade médica nas redes sociais. Método: Trata-se de estudo transversal realizado entre janeiro e maio de 2022 com 179 acadêmicos de medicina de instituição pública e privada em Curitiba - PR, por meio de questionário estruturado com nove situações-problemas sobre publicidade médica. Foi estabelecido como conhecimento “suficiente” o acerto ≥70% das situações-problemas com base nos códigos e resoluções profissionais vigentes. Resultados: cinco questões tiveram maior percentual de acerto decorrente da aquisição de conhecimento de diferentes fontes. A maioria dos estudantes não aprendeu sobre publicidade médica na graduação (84,9%), já divulgou imagens de pacientes pelas redes sociais (89,9%), e sente falta de mais discussões sobre publicidade (96,6%). Conclusão: há necessidade de direcionar o ensino da graduação para o uso ético da publicidade visando melhor preparo para o exercício profissional.

Publicidade médica em redes sociais: conhecimento e ensino na graduação de Medicina

This article aims to evaluate doctors’ knowledge on medical marketing through a prospective crosssectional study, using a self-applied questionnaire that included sociodemographic data, knowledge and opinion on the topic. Results show that 60.7% and 67.5% of doctors graduated from private and public institutions, respectively, claimed having no contact with the subject during their undergraduate studies; 62.9% said they had faced difficulties due to lack of knowledge regarding the topic; and 94.5% felt the need to learn more after answering the questionnaire. The participants showed good knowledge, with specific difficulties regarding the dissemination of works, products and population-wide health warnings. In conclusion, undergraduate courses should include the topic in their formal curriculum and elaborate more objective educational measures.

/pdf/publicidade-medica-em-tempos-de-medicina-em-rede-1yt71na1lt.pdf

Gabriela Bianca Manfredini

Papers

Publicidade médica em tempos de medicina em rede