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Healthy Skepticism Library item: 9518

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

Johnson RC.
Seeking sanity in an insane world
California Pharmacist 1989 Oct; 37:24, 26-27


Abstract:

The problems for the profession of pharmacy over pricing of prescription drugs are discussed. An historical perspective of multi-tiered pricing by the pharmaceutical industry is presented. The problem of differential pricing for community pharmacists and the impact of government such as the Medicare Catastrophic Coverage Act in this area are 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