Healthy Skepticism Library item: 5909

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

Gesensway D.
Dealing with the new breed of detailers: the drug industry wants to be your ‘essential medical educator’
ACP Observer 1994; 14:(8):8-9

Abstract:

In light of downsizing in the pharmaceutical industry and the changing health care marketplace, rethinking the job and pitch of the drug detailer has become one key way the industry is retooling its image, reconfiguring its operations and redefining its role in the market. The goal of the industry is to position itself as an essential medical educator. However, physicians have to carefully weigh the information that they receive from detailers.

Keywords:
*news story/United States/sales representatives/value of promotion/source of information/doctors/quality of information/ATTITUDES REGARDING PROMOTION: INDUSTRY/PROMOTIONAL STRATEGIES: INDUSTRY/PROMOTIONAL TECHNIQUES: DETAILING

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Far too large a section of the treatment of disease is to-day controlled by the big manufacturing pharmacists, who have enslaved us in a plausible pseudo-science...
The blind faith which some men have in medicines illustrates too often the greatest of all human capacities - the capacity for self deception...
Some one will say, Is this all your science has to tell us? Is this the outcome of decades of good clinical work, of patient study of the disease, of anxious trial in such good faith of so many drugs? Give us back the childlike trust of the fathers in antimony and in the lancet rather than this cold nihilism. Not at all! Let us accept the truth, however unpleasant it may be, and with the death rate staring us in the face, let us not be deceived with vain fancies...
we need a stern, iconoclastic spirit which leads, not to nihilism, but to an active skepticism - not the passive skepticism, born of despair, but the active skepticism born of a knowledge that recognizes its limitations and knows full well that only in this attitude of mind can true progress be made.
- William Osler 1909