Healthy Skepticism International News

Organon Multiload Cu 375

May 1996

Vol 14 Issue 5 This month's letter: Hanging comparatives "more copper", "increased efficacy" and "prolonged reliability" in Organon's promotion of Multiload Cu375 in India suggest Multiload Cu375 is better than any other intra-uterine device, a suggestion not supported by the evidence. The Tcu380A appears to have equivalent safety and efficacy and is much cheaper.

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HS Int News index

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