Healthy Skepticism Library item: 8553

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

What companies do pharmacists now select when filling Rx's for 16 generic drugs? Part 2
Pharmacy Times 1978 Oct; 44:45-49

Abstract:

A random survey of community pharmacies conducted by Pharmacy Times to determine product preferences when dispensing generic prescriptions for 16 specific drugs is presented. In the second part of this series, tabular data is presented for 8 drugs including percentage of response from chain, independent and all pharmacies among the 837 respondents. Company preferences are further categorized by pharmacies filling under and over 75 prescriptions daily.

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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