Healthy Skepticism Library item: 17845

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: Electronic Source

The Schools of Pharmacy and Medicine at UC San Francisco
Industry Sponsored Research and Marketing (Pt. 2)
UCSF Marketing of Medicines: Critical Skills for Clinicians 2008 Jan 22
http://www.youtube.com/watch?v=PoDdQ6foEtc

Full text:

UCtelevision – The Schools of Pharmacy and Medicine at UC San Francisco present this progressive conference on the Marketing of Medicines. The pharmaceutical industry spends billions annually on marketing. Health care professionals tend to believe they are not influenced by the drug industry, but studies indicate otherwise. In this program, UCSF’s Lisa Bero gives an overview of pharmaceutical industry marketing practices. CME credits available at UCSF School of Medicine web site.

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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