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Healthy Skepticism Library item: 10357

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

Birkett DJ.
Generics - Equal or not?
Australian Prescriber 2003; 26:(4):85-87


Abstract:

Generic products must be bioequivalent to the innovator brand before they can be marketed in Australia. There are no generic formulations of drugs with a narrow therapeutic index as it would be difficult for them to meet the required standard of bioequivalence. In Australia most generic drugs are marketed with a brand name. Some generic brands are manufactured by the same company that produces the innovator brand of the drug. Although generic brands are usually cheaper the proliferation of brands may cause confusion.

 

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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