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Healthy Skepticism Library item: 9501

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

Major pharmaceutical manufacturer supports Medicaid equal access
National Association of Retail Druggists Journal 1990 Jun; 112:59-60


Abstract:

The position of Merck Sharp and Dohme concerning reform of drug pricing under Medicaid is discussed. MSD has announced that it will offer to those states which do not restrict physicians’ use of products for Medicaid patients its best or lowest price for all its single source products. State and federal laws being considered concerning Medicaid drug pricing are also briefly described.

 

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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