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Healthy Skepticism Library item: 4408

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: news

Payer L.
Disease-mongers: how doctors, drug companies, and insurers are making you feel sick
1992


Abstract:

Many television stations in the United States are running medical features that come directly from drug companies. Drug companies also influence reporting on medical issues by offering prizes to journalists who write about particular subjects. Pharmaceutical companies tend to control the subjects of symposia. Subjects of symposia nearly always have something to do with a drug that a particular company is promoting. Writers for controlled circulation journals, which are sent free to physicians, know not to offend advertisers too much. Journalists working for magazines published independently of drug companies, but under a grant from the company, are sometimes asked to cover meetings sponsored by the same company.

Keywords:
*analysis/United States/ editorial freedom/ journalists/ controlled circulation journals/ sponsored symposia & conferences/ conflict of interest/ press conferences and releases/INFLUENCE OF PROMOTION: JOURNALISTS/PROMOTION AS A SOURCE OF INFORMATION: JOURNALISTS/PROMOTION DISGUISED: JOURNAL SUPPLEMENTS, CONTROLLED CIRCULATION JOURNALS AND NEWSLETTERS/PROMOTION DISGUISED: PRESS CONFERENCES AND PRESS COVERAGE/PROMOTION DISGUISED: SUPPORT FOR CME/SPONSORSHIP: JOURNALISTS

 

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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