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Healthy Skepticism Library item: 10149

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

Coombes R.
Cancer drugs: swallowing big pharma's line?
BMJ 2007 May 19; 334:(7602):1034
http://www.bmj.com/cgi/content/full/334/7602/1034


Abstract:

The media lapped up a report last week criticising the UK’s record on cancer treatment. Rebecca Coombes unpicks the latest round of NICE bashing

When a report last week put the United Kingdom near the bottom of a league of developed nations for giving patients access to new cancer drugs, the press were more than happy to spread the bad news.

The drug company funded report from the Karolinska Institute, Stockholm, received a largely uncritical reception by UK newspapers, broadsheet and tabloids alike. “Cancer survival rates are worst in western Europe,” splashed the Daily Telegraph on its front page. The UK was the “sick man of Europe” for providing cancer drugs, said the Independent.

The report, paid for by Roche and published in the Annals of Oncology (volume 18, supplement 3, 2007), covers 25 countries, including Australia, Canada, New Zealand, South Africa, and the United States, as well as 19 European countries, and looks at access to 67 “innovative” cancer drugs. In its final verdict, the UK was yoked with Poland and the . . .

 

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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