Healthy Skepticism Library item: 6038

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

Kassirer JP, Angell M.
The journal's policy on cost-effectiveness analyses.
N Engl J Med 1994 Sep 8; 331:(10):669-70

Abstract:

Cost decisions about the use of drugs and othe therapeutic interventions are increasingly being influenced by cost-effectiveness analyses. Because of the discretionary nature of the methods used to analyze cost effectiveness and the increasing importance of such analyses it is incumbent on authors, journal editors and the funders of these studies to minimize any source of bias. In this editorial the New England Journal of Medicine announces its policy on acceptance of cost-effectiveness studies.

Keywords:
*editorial/New England Journal of Medicine/ conflict of interest/ pharmacoeconomic analysis/ drug company sponsored research/scientific publications/REGULATION, CODES, GUIDELINES: JOURNALS AND MASS MEDIA

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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