Healthy Skepticism Library item: 9158

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

Mahaney LM.
Implications of multitier pricing.
Am J Health Syst Pharm 1996 May 1; 53:(9):1002,

Abstract:

The economics and market advantages of multitier prescription pricing to manufacturers and institutional purchasers of pharmaceuticals are described, and recent state and federal legislation and class-action lawsuits by community pharmacies aimed at removing discounts to institutions are discussed. The potential costs to institutional pharmacies, including those operated by health maintenance organizations, are also discussed.

Keywords:
Drug Costs* Humans Managed Care Programs/economics* United States

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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