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Healthy Skepticism Library item: 627

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

Frankel DH.
Servier criticised in perindopril campaign
Lancet 1996 Jan 20; 347:183

Keywords:
*news story Australia developed countries Servier perindopril ACE inhibitor quality of information company responses MaLAM Medical Lobby for Appropriate Marketing ETHICAL ISSUES IN PROMOTION: COMPANY STANDARDS EVALUATION OF PROMOTION: GENERAL QUALITY OF INFORMATION PROMOTION AND HEALTH NEEDS: PROMOTION IN DEVELOPED COUNTRIES REGULATION, CODES, GUIDELINES: FEEDBACK TO COMPANIES


Notes:

MaLAM and Servier have been conducing an ongoing debate as to the validity of Servier’s claims about its ACE inhibitor, perindopril.

 

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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