Healthy Skepticism Library item: 625

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

Greenwald M.
Marketing physician prescribing data
Ontario Medical Review 1996; 63:(10):18

Keywords:
*letter to the editor Canada Ontario Medical Association doctors selling prescribing information pharmacies and pharmacists

Notes:

In the article by Bosco there is no real reason given why the Ontario Medical Association is so concerned with pharmacists selling physician prescribing information.

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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