{"id":109659,"date":"2026-06-30T00:31:15","date_gmt":"2026-06-29T22:31:15","guid":{"rendered":"https:\/\/www.infokuryr.cz\/n\/?p=109659"},"modified":"2026-06-29T18:46:47","modified_gmt":"2026-06-29T16:46:47","slug":"neviditelna-reklama-jak-farmaceuticke-firmy-maskuji-sva-sdeleni-a-ovlivnuji-verejnost","status":"publish","type":"post","link":"https:\/\/www.infokuryr.cz\/n\/2026\/06\/30\/neviditelna-reklama-jak-farmaceuticke-firmy-maskuji-sva-sdeleni-a-ovlivnuji-verejnost\/","title":{"rendered":"Neviditeln\u00e1 reklama: Jak farmaceutick\u00e9 firmy maskuj\u00ed sv\u00e1 sd\u011blen\u00ed a ovliv\u0148uj\u00ed ve\u0159ejnost"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n<div class=\"elementor-element elementor-element-1fb4c2c elementor-widget elementor-widget-theme-post-content\" data-id=\"1fb4c2c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"theme-post-content.default\">\n<div class=\"elementor-widget-container\">\n<p class=\"wp-block-paragraph\"><strong><span dir=\"auto\">Zvenku to vypad\u00e1 jako zdravotn\u00ed osv\u011bta. Ve skute\u010dnosti by to mohl b\u00fdt jeden z nej\u00fasp\u011b\u0161n\u011bj\u0161\u00edch marketingov\u00fdch syst\u00e9m\u016f na sv\u011bt\u011b.<\/span><\/strong><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Tradi\u010dn\u00ed farmaceutick\u00e1 reklama nevym\u00edr\u00e1 \u2013 jednodu\u0161e se st\u00e1v\u00e1 neviditelnou.<\/span><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Zat\u00edmco televizn\u00ed reklamy zobrazuj\u00edc\u00ed \u0161\u0165astn\u00e9 seniory proch\u00e1zej\u00edc\u00ed se po kv\u011btinov\u00fdch louk\u00e1ch po u\u017eit\u00ed l\u00e9k\u016f st\u00e1le existuj\u00ed, farmaceutick\u00fd pr\u016fmysl si u\u017e d\u00e1vno vyvinul mnohem \u00fa\u010dinn\u011bj\u0161\u00ed strategii: u\u017e neprod\u00e1v\u00e1 jen l\u00e9ky. Prod\u00e1v\u00e1 nemoci, \u00fazkosti a \u00fadajn\u011b nezaujat\u00e9 informace.<\/span><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Aktu\u00e1ln\u00ed\u00a0<\/span><a href=\"https:\/\/sanityunleashed.substack.com\/p\/how-pharma-hides-its-advertising?utm_source=post-email-title&amp;publication_id=2201212&amp;post_id=202254366&amp;utm_campaign=email-post-title&amp;isFreemail=true&amp;r=pf6gr&amp;triedRedirect=true&amp;utm_medium=email\" target=\"_blank\" rel=\"noreferrer noopener\" data-type=\"link\" data-id=\"https:\/\/sanityunleashed.substack.com\/p\/how-pharma-hides-its-advertising?utm_source=post-email-title&amp;publication_id=2201212&amp;post_id=202254366&amp;utm_campaign=email-post-title&amp;isFreemail=true&amp;r=pf6gr&amp;triedRedirect=true&amp;utm_medium=email\"><span dir=\"auto\">\u010dl\u00e1nek<\/span><\/a><span dir=\"auto\">\u00a0\u201eJak farmaceutick\u00e9 firmy skr\u00fdv\u00e1 svou reklamu\u201c popisuje syst\u00e9m, ve kter\u00e9m je reklama u\u017e t\u00e9m\u011b\u0159 nerozpoznateln\u00e1 jako reklama.<\/span><\/p>\n<h2 class=\"wp-block-heading\"><span dir=\"auto\">Nemoc p\u0159ich\u00e1z\u00ed p\u0159ed l\u00e9ky<\/span><\/h2>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Modern\u00ed farmaceutick\u00fd trh ji\u017e neza\u010d\u00edn\u00e1 v laborato\u0159i, ale v mysli pacienta. Kampan\u011b varuj\u00ed p\u0159ed \u00fanavou, probl\u00e9my s koncentrac\u00ed, poruchami sp\u00e1nku, \u00fazkost\u00ed nebo neur\u010dit\u00fdmi p\u0159\u00edznaky. Sd\u011blen\u00ed nezn\u00ed: \u201eKupte si tento l\u00e9k.\u201c<\/span><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Zn\u00ed to takto:<\/span><\/p>\n<p class=\"wp-block-paragraph\"><em><span dir=\"auto\">Trp\u00edte mo\u017en\u00e1 d\u0159\u00edve nediagnostikovanou nemoc\u00ed?<\/span><\/em><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Miliony lid\u00ed pak za\u010dnou sv\u00e9 p\u0159\u00edznaky p\u0159ehodnocovat. N\u00e1v\u0161t\u011bva l\u00e9ka\u0159e \u010dasto n\u00e1sleduje a\u017e pot\u00e9. Kritici u\u017e l\u00e9ta hovo\u0159\u00ed o \u201emarketingu zam\u011b\u0159en\u00e9m na zvy\u0161ov\u00e1n\u00ed pov\u011bdom\u00ed o nemocech\u201c \u2013 marketingu nemoc\u00ed m\u00edsto l\u00e9k\u016f.<\/span><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">\u010c\u00edm v\u011bt\u0161\u00ed je po\u010det lid\u00ed, kte\u0159\u00ed se pova\u017euj\u00ed za osoby, kter\u00e9 pot\u0159ebuj\u00ed l\u00e9\u010dbu, t\u00edm v\u011bt\u0161\u00ed je trh.<\/span><\/p>\n<h2 class=\"wp-block-heading\"><span dir=\"auto\">Pacientsk\u00e9 organizace jako hlas<\/span><\/h2>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Obzvl\u00e1\u0161t\u011b v\u00fdbu\u0161n\u00e1 je role \u010detn\u00fdch pacientsk\u00fdch organizac\u00ed.<\/span><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Mnoh\u00e9 z nich se prezentuj\u00ed jako nez\u00e1visl\u00e9 hlasy posti\u017een\u00fdch a po\u017eaduj\u00ed v\u00edce pozornosti, v\u010dasn\u011bj\u0161\u00ed diagn\u00f3zu a lep\u0161\u00ed p\u0159\u00edstup k terapi\u00edm. Co je \u010dasto sotva viditeln\u00e9: N\u011bkter\u00e9 z t\u011bchto organizac\u00ed dost\u00e1vaj\u00ed finan\u010dn\u00ed podporu od farmaceutick\u00fdch spole\u010dnost\u00ed.<\/span><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">T\u00edm se st\u00edr\u00e1 hranice mezi skute\u010dn\u00fdm zastoupen\u00edm pacient\u016f a nep\u0159\u00edm\u00fdm zastoupen\u00edm jejich z\u00e1jm\u016f.<\/span><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Kdy\u017e politici rozhoduj\u00ed o nov\u00fdch \u00fahrad\u00e1ch, m\u00e9dia informuj\u00ed o ur\u010dit\u00fdch nemocech nebo jsou po\u017eadov\u00e1ny nov\u00e9 terapie, \u010dasto vyvst\u00e1v\u00e1 ot\u00e1zka: Kdo vlastn\u011b kampa\u0148 financuje?<\/span><\/p>\n<h2 class=\"wp-block-heading\"><span dir=\"auto\">M\u00e9dia jako multiplik\u00e1to\u0159i<\/span><\/h2>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">\u010cl\u00e1nky t\u00fdkaj\u00edc\u00ed se zdrav\u00ed se zdaj\u00ed b\u00fdt seri\u00f3zn\u00ed.<\/span><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Odborn\u00edci vysv\u011btluj\u00ed rizika. \u010casopisy varuj\u00ed p\u0159ed p\u0159\u00edznaky. Online port\u00e1ly publikuj\u00ed podrobn\u00e9 \u010dl\u00e1nky o nov\u00fdch nemocech a mo\u017enostech l\u00e9\u010dby. Velk\u00e1 \u010d\u00e1st tohoto obsahu v\u0161ak nyn\u00ed poch\u00e1z\u00ed z PR agentur, sponzorsk\u00fdch program\u016f nebo tzv. \u201eosv\u011btov\u00fdch kampan\u00ed\u201c.<\/span><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">\u010cten\u00e1\u0159i \u010dasto ji\u017e nedok\u00e1\u017eou rozli\u0161it mezi \u017eurnalistikou a marketingem. O samotn\u00e9m produktu se ani nemus\u00ed hovo\u0159it. Sta\u010d\u00ed samotn\u00fd fenom\u00e9n.<\/span><\/p>\n<h2 class=\"wp-block-heading\"><span dir=\"auto\">Influence\u0159i m\u00edsto farmaceutick\u00fdch z\u00e1stupc\u016f<\/span><\/h2>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Farmaceutick\u00fd pr\u016fmysl ji\u017e nutn\u011b nepot\u0159ebuje z\u00e1stupce v ordinac\u00edch l\u00e9ka\u0159\u016f.<\/span><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">M\u00edsto toho se objevuj\u00ed influence\u0159i, bloge\u0159i o zdrav\u00ed, celebrity nebo osobnosti soci\u00e1ln\u00edch m\u00e9di\u00ed. Vypr\u00e1v\u011bj\u00ed osobn\u00ed p\u0159\u00edb\u011bhy, sd\u00edlej\u00ed sv\u00e9 zku\u0161enosti nebo mluv\u00ed o konkr\u00e9tn\u00edch nemocech. Emocion\u00e1ln\u00ed dopad takov\u00e9ho obsahu \u010dasto daleko p\u0159ed\u010d\u00ed dopad tradi\u010dn\u00ed reklamy. Spot\u0159ebitel\u00e9 d\u016fv\u011b\u0159uj\u00ed lidem \u2013 ne korporac\u00edm.<\/span><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Pr\u00e1v\u011b tato d\u016fv\u011bra se st\u00e1v\u00e1 nejcenn\u011bj\u0161\u00ed surovinou v modern\u00edm marketingu zdravotn\u00ed p\u00e9\u010de.<\/span><\/p>\n<h2 class=\"wp-block-heading\"><span dir=\"auto\">Miliardov\u00fd trh strachu<\/span><\/h2>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Farmaceutick\u00fd pr\u016fmysl je jedn\u00edm z nejziskov\u011bj\u0161\u00edch odv\u011btv\u00ed na sv\u011bt\u011b. R\u016fst v\u0161ak neust\u00e1le vy\u017eaduje nov\u00e9 trhy.<\/span><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Vzhledem k tomu, \u017ee st\u00e1le v\u00edce lid\u00ed je pova\u017eov\u00e1no za nemocn\u00e9, ohro\u017een\u00e9 nebo pot\u0159ebuj\u00edc\u00ed l\u00e9\u010dbu, automaticky se zvy\u0161uje prodej potenci\u00e1ln\u00edch terapi\u00ed.<\/span><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Kritici proto obvi\u0148uj\u00ed pr\u016fmysl ze st\u00e1le v\u011bt\u0161\u00ed medikalizace b\u011b\u017en\u00fdch \u017eivotn\u00edch jev\u016f:<\/span><\/p>\n<ul>\n<li><span dir=\"auto\">\u00danava se st\u00e1v\u00e1 probl\u00e9mem.<\/span><\/li>\n<li><span dir=\"auto\">Z\u00e1rmutek se st\u00e1v\u00e1 diagn\u00f3zou.<\/span><\/li>\n<li><span dir=\"auto\">Nervozita se st\u00e1v\u00e1 nemoc\u00ed.<\/span><\/li>\n<li><span dir=\"auto\">Procesy st\u00e1rnut\u00ed se st\u00e1vaj\u00ed l\u00e9ka\u0159sk\u00fdm probl\u00e9mem.<\/span><\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Pacienti se st\u00e1vaj\u00ed z\u00e1kazn\u00edky. Starosti se st\u00e1vaj\u00ed trhy.<\/span><\/p>\n<h2 class=\"wp-block-heading\"><span dir=\"auto\">Neozna\u010den\u00e1 reklama<\/span><\/h2>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Asi nejv\u00edce znepokojiv\u00fdm aspektem je, \u017ee mnoho lid\u00ed si tento vliv neuv\u011bdomuje.<\/span><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Reklama je jako takov\u00e1 rozpozn\u00e1na. Video influencera, kampa\u0148 pro pacienty nebo emotivn\u00ed novinov\u00fd \u010dl\u00e1nek naopak \u010dasto ne. Vytv\u00e1\u0159\u00ed se tak informa\u010dn\u00ed syst\u00e9m, v n\u011bm\u017e ekonomick\u00e9 z\u00e1jmy miz\u00ed za fas\u00e1dou vzd\u011bl\u00e1v\u00e1n\u00ed, v\u011bdy a p\u00e9\u010de.<\/span><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Ot\u00e1zka tedy ji\u017e nezn\u00ed:<\/span><\/p>\n<p class=\"wp-block-paragraph\"><strong><span dir=\"auto\">&#8222;Kter\u00fd l\u00e9k je inzerov\u00e1n?&#8220;<\/span><\/strong><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Sp\u00ed\u0161e:<\/span><\/p>\n<p class=\"wp-block-paragraph\"><strong><span dir=\"auto\">\u201eKdo financuje informace, kter\u00e9 pr\u00e1v\u011b \u010dtu?\u201c<\/span><\/strong><\/p>\n<h2 class=\"wp-block-heading\"><span dir=\"auto\">Z\u00e1v\u011br<\/span><\/h2>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">\u010cl\u00e1nek \u201eJak farmaceutick\u00fd pr\u016fmysl skr\u00fdv\u00e1 svou reklamu\u201c vykresluje obraz odv\u011btv\u00ed, kter\u00e9 st\u00e1le v\u00edce maskuje svou reklamu a integruje ji do soci\u00e1ln\u00edch struktur.<\/span><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">A\u0165 u\u017e se jedn\u00e1 o pacientsk\u00e9 asociace, medi\u00e1ln\u00ed kampan\u011b, influencery nebo osv\u011btu o nemocech \u2013 hranice mezi informacemi a marketingem jsou st\u00e1le obt\u00ed\u017en\u011bj\u0161\u00ed.<\/span><\/p>\n<p class=\"wp-block-paragraph\"><span dir=\"auto\">Velk\u00e9 farmaceutick\u00e9 firmy dnes neprod\u00e1vaj\u00ed jen l\u00e9ky. Prod\u00e1vaj\u00ed pozornost. Prod\u00e1vaj\u00ed strach. A p\u0159edev\u0161\u00edm prod\u00e1vaj\u00ed my\u0161lenku, \u017ee st\u00e1le v\u00edce lid\u00ed jsou pacienti.<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"elementor-element elementor-element-8c57238 quelle dc-has-condition dc-condition-empty elementor-widget elementor-widget-heading\" data-id=\"8c57238\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n<div class=\"elementor-widget-container\">\n<h3 class=\"elementor-heading-title elementor-size-default\"><span style=\"font-size: 10pt;\"><a href=\"https:\/\/sanityunleashed.substack.com\/p\/how-pharma-hides-its-advertising?utm_source=post-email-title&amp;publication_id=2201212&amp;post_id=202254366&amp;utm_campaign=email-post-title&amp;isFreemail=true&amp;r=pf6gr&amp;triedRedirect=true&amp;utm_medium=email\" target=\"_blank\" rel=\"nofollow noopener\"><span dir=\"auto\">Zdroj<\/span><\/a><\/span><\/h3>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Zvenku to vypad\u00e1 jako zdravotn\u00ed osv\u011bta. Ve skute\u010dnosti by to mohl b\u00fdt jeden z nej\u00fasp\u011b\u0161n\u011bj\u0161\u00edch&#8230;<\/p>\n","protected":false},"author":2,"featured_media":109660,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[7],"tags":[949,158,343],"_links":{"self":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts\/109659"}],"collection":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/comments?post=109659"}],"version-history":[{"count":0,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts\/109659\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/media\/109660"}],"wp:attachment":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/media?parent=109659"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/categories?post=109659"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/tags?post=109659"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}