Dados do Trabalho

Título

MARKETING, SOCIAL MEDIA AND NEUROLOGY: Recognition of ethical aspects by neurologists

Resumo

Introduction: The control of information in the face of a universe surrounded by easy access to the media is a challenge found in all areas. In Medicine, it is evident that the role of disseminating scientific content, dictated as medical advertising, must exclusively follow ethical principles of primarily educational orientation, guaranteeing the dissociability of merely commercial practices from the production of content with an instructive content. Objective: To analyze the posts made by neurologists and quantify the nonconformities carried out in opposition to the guidelines of the Federal Council of Medicina (FCM). Method: This is a cross-sectional and quantitative study carried out on the social network Instagram, through the search for an anonymous profile with a disabled locator. The descriptors used were: neuro, neurology, headache, dementia, parkinson, migraine, stroke, epilepsy and dystonia; postings from January to May 2022 in each neurologist profile were analyzed, among the first 50 posts found in the “most relevant” and “recent” tags. The variables were related to ethical infractions (before and after photos, self-promotion, sensationalism, praise from third parties, gifts and sweepstakes, prizes with no scientific value, photos with patients, announcement of exclusive technique), recommendations (educational posts, disclosure of the registry expertise, contact disclosure) and not recommendations (work selfies, personal posts). Results: 63 public profiles were found through the selected descriptors, showing that about 50.8% contained at least one infraction, with selfies being pointed out as the most prevalent in 73% of the total cases, followed by self-promotion and company advertisements. private institutions, and only 14.3% had no infractions. Regarding non-recommendations, personal posts prevail in 69.8% of the profiles. In addition, when dealing with recommendations, only 42.9% of physicians strictly follow what has been proposed. Conclusion: The study pointed out the great disparity between the norms presented by the FCM and the infractions presented in the surveyed profiles. Furthermore, by understanding the basic premise of caring for the individual, current Medicine presents the continuous need for the dissemination of evidence-based knowledge and the review of norms, highlighting the limits of medical advertising in the face of the vulnerability in which the general population is inserted.