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Thirty years of SUMAMED® - The Beginnings of Promotion of PLIVA's Original Antibiotic

Ivana Klinar
Adela Kolumbić Lakoš
Dražen Kovačić
Mirjana Matrapazovski Kukuruzović

Puni tekst: hrvatski, pdf (2 MB) str. 223-230 preuzimanja: 570* citiraj
APA 6th Edition
Klinar, I., Kolumbić Lakoš, A., Kovačić, D. i Matrapazovski Kukuruzović, M. (2018). SUMAMED 30 godina – Kako je počela promocija PLIVINA originalnog antibiotika?. Medicus, 27 (2 Sumamed), 223-230. Preuzeto s https://hrcak.srce.hr/214618
MLA 8th Edition
Klinar, Ivana, et al. "SUMAMED 30 godina – Kako je počela promocija PLIVINA originalnog antibiotika?." Medicus, vol. 27, br. 2 Sumamed, 2018, str. 223-230. https://hrcak.srce.hr/214618. Citirano 14.12.2019.
Chicago 17th Edition
Klinar, Ivana, Adela Kolumbić Lakoš, Dražen Kovačić i Mirjana Matrapazovski Kukuruzović. "SUMAMED 30 godina – Kako je počela promocija PLIVINA originalnog antibiotika?." Medicus 27, br. 2 Sumamed (2018): 223-230. https://hrcak.srce.hr/214618
Harvard
Klinar, I., et al. (2018). 'SUMAMED 30 godina – Kako je počela promocija PLIVINA originalnog antibiotika?', Medicus, 27(2 Sumamed), str. 223-230. Preuzeto s: https://hrcak.srce.hr/214618 (Datum pristupa: 14.12.2019.)
Vancouver
Klinar I, Kolumbić Lakoš A, Kovačić D, Matrapazovski Kukuruzović M. SUMAMED 30 godina – Kako je počela promocija PLIVINA originalnog antibiotika?. Medicus [Internet]. 2018 [pristupljeno 14.12.2019.];27(2 Sumamed):223-230. Dostupno na: https://hrcak.srce.hr/214618
IEEE
I. Klinar, A. Kolumbić Lakoš, D. Kovačić i M. Matrapazovski Kukuruzović, "SUMAMED 30 godina – Kako je počela promocija PLIVINA originalnog antibiotika?", Medicus, vol.27, br. 2 Sumamed, str. 223-230, 2018. [Online]. Dostupno na: https://hrcak.srce.hr/214618. [Citirano: 14.12.2019.]

Sažetak
In 1981 a group of researchers at Pliva created azithromycin, a new antibiotic completely different from the antibiotics in use at the time. In September 1988 PLIVA registered azithromycin as its original antibiotic under the brand name Sumamed. From the very beginning the properties of azithromycin indicated that this was a unique antibiotic with excellent efficacy against the most common infectious agents, targeted action at the site of infection, simple dosing, short-term use and excellent tolerability. Pharmacological characteristics and results of clinical trials were used in the original advertising campaigns which resulted in a paradigm shift in the understanding of antimicrobial activity and action at the site of infection, as well as of administration of antimicrobial drugs. Advertising campaigns referred to the simple and short-term use as well as excellent efficacy and tolerability of Sumamed. The paper focuses on the beginnings of promotion of Sumamed.

Ključne riječi
Sumamed; azithromycin; clinical use; drug development; drug promotion; drug advertising

Hrčak ID: 214618

URI
https://hrcak.srce.hr/214618

[hrvatski]

Posjeta: 624 *