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Healthy Skepticism Library item: 11665

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

Chalmers I.
The Alzheimer's Society, drug manufacturers, and public trust
BMJ 2007 Aug 25; 335:(7616):400
http://www.bmj.com/cgi/content/short/335/7616/400?etoc


Abstract:

For about five years before he died, my father had Alzheimer’s disease. When it was first diagnosed we asked him how he wished his condition to be described when other people asked us about his health. He chose “bewildered”; and, indeed, bewilderment characterised his slow decline over the next five years. By far the most important part of his care was the loving support he received from a carer, who helped our family to cope.

We briefly considered the possibility of drug treatment at one point. The particular drug that we looked at caused diarrhoea in some patients, and that was not going to be welcome in someone who was already incontinent of urine and faeces. But the main problem was that we couldn’t interpret the outcome measures from research studies (often scales of some sort). Although sufficient to secure drug marketing licences they had little practical meaning in my . . .

ichalmers@jameslindlibrary.org

 

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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