Healthy Skepticism Library item: 6696

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

The impact of drug promotion on drug expenditure
MaLAM Australian News 1996 Sep-Oct; 4:(9-10):1-4

Abstract:

The impact of drug promotion is not limited to misleading advertising. It also influences the cost-effectiveness of prescribing practices and total expenditures on drugs. MaLAM reviews studies on this topic and proposes recommendations which might be implemented in Australia to limit the adverse health and economic impact of drug promotion.

Keywords:
*analysis/Australia/developed countries/ journal advertisements/ prescribing costs/ quality of prescribing/ regulation of promotion/ source of information/ promotion costs and volume/MaLAM/Medical Lobby for Appropriate Marketing/ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS/INFLUENCE OF PROMOTION: CONSUMER DRUG COSTS/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/VOLUME OF AND EXPENDITURE ON PROMOTION

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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