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Healthy Skepticism Library item: 9197

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

Fallowfield JM.
Adverse drug reactions from database to prescriber: United Kingdom experience
Drug Information Journal 1995; 29:(1):327-333


Abstract:

An insight into the methods used by the international headquarters of Zeneca Pharmaceuticals for the production of a core prescribing text is given. Information is provided on the sources of information used for screening for adverse drug events, including the worldwide computer adverse drug experience database safety experience collated using reported events.

 

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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