Review article
Syphilis and Pharmaceutical Industry Marketing Between the Two World Wars in Croatia
Stella Fatović-Ferenčić
orcid.org/0000-0001-9637-4792
; Division for the History of Medical Sciences, Croatian Academy of Sciences and Arts, Zagreb, Croatia
Martin Kuhar
orcid.org/0000-0002-3917-8143
; Division for the History of Medical Sciences, Croatian Academy of Sciences and Arts, Zagreb, Croatia
Abstract
Between the two World Wars, the pharmaceutical industry
strengthened its influence within the Croatian medical community. Due to
the scarcity of professional biomedical journals in the Croatian language,
larger pharmaceutical companies started to publish free promotional journals,
magazines, and booklets which quickly became popular. They thus
succeeded in creating a broad network of opinion leaders by recruiting
physicians as authors, primarily writing on their experiences with application
of certain drugs. As a paradigmatic social disease of the interwar period,
syphilis stimulated the development of various marketing strategies
used by the industry in these publications.
Keywords
advertisement, Croatia, marketing, history of medicine, drug industry, syphilis
Hrčak ID:
246734
URI
Publication date:
18.1.2020.
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