Healthy Skepticism Library item: 671

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

La Puma J.
Physician rewards for postmarketing surveillance (seeding studies) in the US.
Pharmacoeconomics 1995 Mar; 7:(3):187-90

Keywords:
*analysis United States bioethics drug company sponsored research conflict of interest relationship between medical profession and industry reimbursement to doctors ETHICAL ISSUES IN PROMOTION: PAYMENTS IN STUDIES PROMOTION DISGUISED: POSTMARKETING RESEARCH

Notes:

This study briefly describes the goals and settings of postmarketing surveillance and the ethical dilemmas it presents for clinicians, including financial conflicts of interest. The author presents five reasons why industry should forego physician rewards for postmarketing surveillance.

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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