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Healthy Skepticism Library item: 1273

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

U.S. Drug Industry Steps Up Lobbying In Canada
CanWest News Service, 2003 Jun 9


Full text:

“America’s big drug companies are intensifying their lobbying efforts to ‘change the Canadian health-care system’ and eliminate subsidized prescription drug prices enjoyed by Canadians,” CanWest News Service reports. “A prescription drug industry spokesman in Washington confirmed to CanWest News Service that information contained in confidential industry documents is accurate and that $1 million US is being added to the already heavily funded drug lobby against the Canadian system.” The Pharmaceutical Research and Manufacturers of America (PhRMA) is the leading drug industry trade group behind the increased lobbying and PR campaign. PhRMA is also spending $450,000 to target the booming Canadian Internet pharmacy industry, which provides Americans with prescription drugs at lower prices than in the United States.

 

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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