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Healthy Skepticism Library item: 10233

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: news

Whalen J.
Drug Makers Finance Nurses for U.K. Doctors
The Wall Street Journal 2007 May 30
http://online.wsj.com/article/SB118048836503718043.html?mod=googlenews_wsj


Abstract:

LONDON — Britain’s state-financed health-care system prides itself on providing care for all. But the system’s funding pinch is causing some doctors’ offices to rely on financial support from the pharmaceutical industry.

Drug companies are paying for nurses to study patient charts to identify people with chronic illnesses. The nurses, who come from nursing contractors, then recommend which patients should be called in for a check-up and perhaps prescribed new treatment — sometimes a medicine made by the company funding the nurses. The work is part of what the industry calls “disease-management programs,” which the companies say improve care for …

 

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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