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Healthy Skepticism Library item: 10548

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

Hilli R, Groop T.
Generic Substitution - The proposed procedure for the presciption of pharmaceuticals in Finland
EPC--European Pharmaceutical Contractor 2002; 101-103


Abstract:

As a result of the discussions surrounding the pricing of pharmaceuticals in connection with the budget year 2003, the Finnish Government has suggested a procedure for generic substitution which, if approved by Parliament, will mean that pharmacists, as a rule shall exchange the pharmaceutical prescribed for the cheapest bioequivalent alternative. The purpose of the suggested procedures is to curtail the rising costs of pharmaceutical products by supporting the use of cheaper generic pharmaceuticals. The Finnish pharmaceuticals market has traditionally been one where original pharmaceutical products have a strong foothold and the market for generic products, when introduced, has not taken as significant a portion of the market as in several other European countries. This situation may change through the new initiative.

 

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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