Healthy Skepticism Library item: 12884

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: report

UK Department of Health
Best practice guidance for joint working between the NHS and the pharmaceutical industry
: UK Department of Health 2008 Feb 1
http://www.dh.gov.uk/en/Publicationsandstatistics/Publications/PublicationsPolicyAndGuidance/DH_082370

Abstract:

In February 2007, the Ministerial Industry Strategy Group published its Long-Term Leadership Strategy for medicines. To encourage joint working between the NHS and pharmaceutical industry it recommended that the Department would publish guidance to support this.

The purpose of this guidance is to:
Encourage NHS organisations and staff to consider joint working as a realistic option for the delivery of high-quality healthcare Inform and advise NHS staff of their main responsibilities when entering into consider joint working arrangements with the pharmaceutical industry
Download Best Practice Guidance on joint working between the NHS and pharmaceutical industry (PDF, 69K)here: http://www.dh.gov.uk/en/Publicationsandstatistics/Publications/PublicationsPolicyAndGuidance/DH_082370?IdcService=GET_FILE&dID=159064&Rendition=Web

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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