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Healthy Skepticism Library item: 6027

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

Guyatt G.
Health sciences and the pharmaceutical industry: partnerships can be effective and ethical.
CMAJ 1994 Nov 1; 151:(9):1323-5
http://www.pubmedcentral.nih.gov/articlerender.fcgi?tool=pubmed&pubmedid=7954183


Abstract:

Guyatt deals with three claims made by Forrest in his article: 1) that Guyatt has no proof that there was any attempt at industry intimidation; 2) that he was irresponsible; 3) that he misrepresented the faculty sentiment at McMaster University. He shows that all three claims are untrue. He agrees with Forrest that there is potential for an effective partnership between the pharmaceutical industry and the academic health sciences. The goal of his writing has been to try to ensure that the partnership occurs in an environment that protects the autonomy of both faculty and physicians in training.

Keywords:
*analysis/Canada/guidelines, discussion of/attitude toward industry/ McMaster University/ relationship between researchers, academic institutions and industry/ relationship between physicians in training and industry/ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS/ETHICAL ISSUES IN PROMOTION: LINKS BETWEEN HEALTH PROFESSIONALS AND INDUSTRY/REGULATION, CODES, GUIDELINES: ACADEMIC INSTITUTIONS/REGULATION, CODES, GUIDELINES: CONTACT WITH MEDICAL STUDENTS AND HOSPITAL STAFF Drug Industry* Guidelines Health Personnel* Interprofessional Relations*

 

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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