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Healthy Skepticism Library item: 8229

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

Raynor DK, Yerassimou N.
Medicines information--leaving blind people behind?
BMJ 1997 Aug 2; 315:(7103):268
http://www.bmj.com/cgi/content/full/315/7103/268


Abstract:

The need for improved prescription drug information resources by manufacturers for visually impaired patients, such as large print, braille, tape recordings, and telephone services to replace or supplement labeling and drug information leaflets, is described and discussed.

Keywords:
Blindness* Drug Industry Drug Labeling/methods* Humans Nonverbal Communication Patient Education/methods* Tape Recording

 

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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