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Healthy Skepticism Library item: 646

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

Wooller HO.
Product information: a pharmaceutical industry perspective
Australian Prescriber 1995; 18:19-20


Abstract:

The approved product information (PI) is an important outcome of the drug registration process and provides the basis for prescribing practice. Thereis increasing emphasis on regular revision and updating to maintain the usefulness of the PI. This has required innovative changes to be made to the drug registration process. The approved PI is a powerful tool in the self-regulation of the pharmaceutical industry, particularly with regard to advertising and promotion. It also limits the indications for which drugs may be subsidised under the Pharmaceutical Benefits Scheme (PBS). The consumer product information (CPI) is based on the approved PI. Although health professionals are not medically or legally constrained by the PI, it is essential for them to be familiar with the PI of drugs prescribed for their patients.

Keywords:
*analysis Australia industry perspective data sheet & approved product information information from companies regulation of promotion INFORMATION FROM INDUSTRY: DOCTORS REGULATION, CODES, GUIDELINES: INDUSTRY SELF-REGULATION

 

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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