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Healthy Skepticism Library item: 20524

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

Jackson R, Feder G
Guidelines for clinical guidelines
BMJ 1998 Aug 15; 317:427-428
http://www.bmj.com/content/317/7156/427


Abstract:

Clinical guidelines are systematically developed statements designed to help practitioners and patients make decisions about appropriate health care for specific circumstances.1 Clinicians are being inundated by a tidal wave of guidelines. In Britain alone, regional programmes for audit have recently developed about 2000 guidelines or protocols.2 In addition to numerous clinical guidelines, a number of “guidelines for guidelines” have been produced, ranging from simple3 to complex.4 These reflect the increasing attention being paid to the methodology of guidelines development and the validity of guideline recommendations. While we support the increasingly rigorous approach taken to guideline development, it is important to re-emphasise the central role of guidelines themselves, which is to help clinicians make better decisions.

Clinicians need simple, patient specific, user friendly guidelines. We highlight three key components for such guidelines. The first is the explicit identification of the major decisions, relevant to patients, which have to be made, and the possible consequences of these decisions. Many encounters with patients involve multiple decisions, so the key to developing usable guidelines is to identify …

 

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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