Healthy Skepticism Library item: 6649

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

Vitry A.
Re: the promotion of Coversyl (perindopril)
MaLAM Australian News 1996 Jan;

Abstract:

MaLAM is making a formal complaint to the Australian Pharmaceutical Manufacturers Association about repeated breaches of its Code of Conduct by Servier in regards to its marketing of Coversyl. This letter outlines Servier’s claims and gives MaLAM’s reasons why these claims are in violation of the code.

Keywords:
*analysis/Australia/developed countries/Servier/Coversyl/perindopril/ ACE inhibitor/ Australian Pharmaceutical Manufacturers Association/ Code of Conduct (Aus)/MaLAM/Medical Lobby for Appropriate Marketing/EVALUATION OF PROMOTION: GENERAL QUALITY OF INFORMATION/PROMOTION AND HEALTH NEEDS: PROMOTION IN DEVELOPED COUNTRIES/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