Medical advertising in social networks: awareness and medical school education

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.

Keywords:
Marketing of Health Services; Education, Medical; Students, Medical; Computer Security; Biomedical Technology

Features	n	%
Sex
Female	116	(64.8)
Male	63	(35.2)
Marital status
Married	8	(4.5)
Other	2	(1.1)
Single	169	(94.4)
Skin color
Yellow	9	(5.0)
White	161	(89.9)
Black	1	(,6)
Brown	8	(4.5)
Age group
Less than 20 years	24	(13.4)
20-24 years	119	(66.5)
Features	n	%
25-29 years	30	(16.8)
30-34 years	4	(2.2)
35-39 years	1	(0.6)
40 years or more	1	(0.6)
Institution of origin
Private	94	(52.5)
Public	85	(47.5)

Data on training and professionalization	n	%
Did you take the bioethics course or equivalent during graduation?
No	7	(3.9)
Yes	172	(96.1)
Do you know the Medical Advertising Manual of the Federal Council of Medicine?
No	82	(45.8)
Yes	97	(54.2)
Do you know the medical student ethics manual?
No	89	(50.0)
Yes	90	(50.0)
Did you learn about medical advertising as an undergraduate?
No	152	(84.9)
Yes	27	(15.1)
How/where did you learn about medical advertising? Professors?
No	154	(86.0)
Yes	25	(14.0)
Data on training and professionalization	n	%
Did you learn through conferences?
No	139	(77.7)
Yes	40	(22.3)
Did you learn through academic leagues?
No	121	(67.6)
Yes	58	(32.4)
Did you learn through extracurricular events?
No	97	(54.2)
Yes	82	(45.8)
Did you learn through contact with other doctors?
No	164	(91.6)
Yes	15	(8.4)
Did you learn through the Internet?
No	92	(51.4)
Yes	87	(48.6)
Do you consider medical advertising training important for professional practice?
No	117	(65.4)
Yes	62	(34.6)
Do you miss more discussions about professional advertising in medical education?
No	6	(3.4)
Yes	173	(96.6)
Have you shared images of patients on social media?
No	18	(10.1)
Yes	161	(89.9)

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