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Healthy Skepticism Library item: 13206

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

Kaiser J.
Pfizer Denied Access to Journals' Files
Science 2008 Mar 21; 319:(5870):1601
http://www.sciencemag.org/cgi/content/summary/319/5870/1601a


Abstract:

A federal judge in Chicago last week denied a company’s efforts to obtain confidential peer-review documents about arthritis drugs it manufactured. The company, Pfizer, sued for files from three major medical journals. It lost against two in Illinois and is waiting for a decision in Massachusetts on the third.

 

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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