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Healthy Skepticism Library item: 9243

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

Sukkari SR, Sasich LD, Nicholls PJ.
Promoting research to the medical staff: reorganized hospital formulary as a key element in the transfer of scientifically relevant drug information
ASHP Midyear Clinical Meeting 1994 Dec; 29:P-347


Abstract:

The potential of the hospital formulary system to guide physicians in prescribing the best drugs has not been realized. We describe a model for the transfer of clinically relevant research information about drugs to prescribers with the goal of improving prescribing behavior. Key elements of the coordinated implementation model are; physicians practice within an environment where competing influences affect prescribing behavior, drug advertising being one important influence; clinically relevant research about drugs is necessary, but by itself is not sufficient to ensure its use. We propose a formulary organized by licensed indications and based on the evidence based paradigm as a central element in an ongoing process to improve prescribing behavior by promoting the use of clinically relevant research.

 

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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