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Healthy Skepticism Library item: 8098

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

With 100 days to Y2K, some health care settings remained vulnerable
American Journal of Health System Pharmacy 1999 Nov 1; 56:2181


Abstract:

A report from the U.S. Senate Special Committee on the Year 2000 (Y2K) Technology Problem, issued 100 days before January 1, 2000, regarding the technological readiness of hospitals, physicians’ offices, and the pharmaceutical industry for the change to Y2K is presented; recommendations for patients regarding prescription drug supplies and refills are included.

 

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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