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Acta Dermatovenerol Croat · Jul 2020
Review Historical ArticleSyphilis and Pharmaceutical Industry Marketing Between the Two World Wars in Croatia.
- Stella Fatović-Ferenčić and Martin Kuhar.
- Martin Kuhar, MD, Division for the History of Medical Sciences, Croatian Academy of Sciences and Arts, Gundulićeva 24/III, 10000 Zagreb, Croatia; mkuhar@hazu.hr.
- Acta Dermatovenerol Croat. 2020 Jul 1; 28 (1): 14-23.
AbstractBetween 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.
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