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Healthy Skepticism Library item: 5680

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

MaLAM: the industry watchdog
HAI News 1993 Jun


Abstract:

A table summarizes company responses to recent letters from the Medical Lobby for Appropriate Marketing.

Keywords:
*analysis/developing countries/MaLAM/Medical Lobby for Appropriate Marketing/company responses/PROMOTION AND HEALTH NEEDS: PROMOTION IN DEVELOPING COUNTRIES/REGULATION, CODES, GUIDELINES: FEEDBACK TO COMPANIES

 

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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