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Healthy Skepticism Library item: 16936

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

Morris L, Taitsman JK
The Agenda for Continuing Medical Education— Limiting Industry’s Influence
NEJM 2009 Dec 17; 361:(25):2478-2482
http://content.nejm.org/cgi/content/short/361/25/2478?query=TOC


Abstract:

Most physicians must complete accredited continuing medical education (CME) programs to maintain their medical licenses, hospital privileges, and specialty board certifications. Data from the Accreditation Council for Continuing Medical Education (ACCME) show that CME is a $2 billion per year business in the United States that earns less than half its revenue from physician learners themselves.1 CME is increasingly underwritten by commercial sponsors – primarily manufacturers of drugs, biologic therapies, or medical devices – that spend more than $1 billion per year in educational grants and other funding to cover more than half the costs for CME activities.1 Industry funding . . .

 

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Cases of wilful misrepresentation are a rarity in medical advertising. For every advertisement in which nonexistent doctors are called on to testify or deliberately irrelevant references are bunched up in [fine print], you will find a hundred or more whose greatest offenses are unquestioning enthusiasm and the skill to communicate it.

The best defence the physician can muster against this kind of advertising is a healthy skepticism and a willingness, not always apparent in the past, to do his homework. He must cultivate a flair for spotting the logical loophole, the invalid clinical trial, the unreliable or meaningless testimonial, the unneeded improvement and the unlikely claim. Above all, he must develop greater resistance to the lure of the fashionable and the new.
- Pierre R. Garai (advertising executive) 1963