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Recognized Aspects of Visual Cues within Managing OTC Drugs Communication

Author

Listed:
  • Karin Kasesnik

    (University of Ljubljana, Slovenia)

  • Mihael Kline

    (University of Ljubljana, Slovenia)

Abstract

Visual cues in OTC drugs promotional materials were determined. We performed a content analysis of printed materials. The persons appeared in all of the osteoporosis treating OTC drugs materials. Drug-related products were often visualised. Identity reward visual cues, except drug taking, were mainly attributed to the osteoporosis treating drugs, where also relational rewards were solely found. It was established that observed visual cues directed the patients to drug purchasing. The differences between therapeutic groups coincided with the specifities of an underlying disease. It was concluded that educational efforts and regulatory control of visual cues is needed to enable an ethical approach.

Suggested Citation

  • Karin Kasesnik & Mihael Kline, 2011. "Recognized Aspects of Visual Cues within Managing OTC Drugs Communication," MIC 2011: Managing Sustainability? Proceedings of the 12th International Conference, Portorož, 23–26 November 2011 [Selected Papers],, University of Primorska, Faculty of Management Koper.
    • Handle: RePEc:mgt:micp11:825-840
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