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Healthy Skepticism Library item: 11134

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

Ford N, 't Hoen E, von Schoen-Angerer T.
Discussions in Geneva, demonstrations in Delhi: why incentives for drug innovation need reviewing.
Drug Discov Today 2007 May; 12:(9-10):349-51
http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6T64-4ND71NJ-1&_user=10&_coverDate=05%2F31%2F2007&_rdoc=1&_fmt=&_orig=search&_sort=d&view=c&_acct=C000050221&_version=1&_urlVersion=0&_userid=10&md5=46d15fa7b104626cd731d40889c0768f


Abstract:

‘An R&D framework would address the question of who pays for essential medical R&D, dissociating incentives from drug prices and rewarding innovation according to health-care outcomes’

Keywords:
Publication Types: Editorial MeSH Terms: Diffusion of Innovation* Drug Industry/methods Drug Industry/standards* Government Regulation Humans India International Cooperation* Jurisprudence Patents/legislation & jurisprudence Switzerland

 

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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