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Healthy Skepticism Library item: 4323

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

Cassel CK.
Pharmaceutical promotions.
N Engl J Med 1992 Dec 3; 327:(23):1687-8


Abstract:

The American College of Physicians believes that it is the nature of an encounter between doctors and the pharmaceutical industry that is important. The position of the ACP is that gifts, hospitality or subsidies should not be accepted if they might influence or appear to influence the objectivity of clinical judgement.

Keywords:
*letter to the editor/United States/attitude toward promotion/American College of Physicians/ relationship between medical profession and industry/regulation of promotion/ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS/REGULATION, CODES, GUIDELINES: HEALTH PROFESSIONAL ORGANIZATIONS Drug Industry* Interprofessional Relations Physicians* United States

 

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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