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Healthy Skepticism Library item: 13488

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

Simmonds H.
It takes two to tango
BMJ 2008 Apr 8; epub
http://www.bmj.com/cgi/eletters/336/7647/776#193296


Abstract:

Both the pharmaceutical industry and health professionals must take responsibility for ensuring that their relationships remain ethical and professional. The activities of pharmaceutical companies are covered by the ABPI Code of Practice for the Pharmaceutical Industry which reflects and extends beyond UK law. The GMC’s Good Medical Practice prohibits doctors from asking for, or accepting, any inducement, gift or hospitality that affects, or could be seen to affect, their judgement. (‘Bend it like…?’, Views and Reviews, 5 April 2008)

Pharmaceutical companies can arrange advisory board meetings and pay health professionals for advice as long as the arrangements comply with the ABPI Code. To be considered a legitimate advisory board, participants should be chosen according to their expertise so that they can contribute meaningfully to the meeting…


Notes:

Rapid Response to:

VIEWS & REVIEWS:
Des Spence
Bend it like . . . ?
BMJ 2008; 336: 776
http://www.bmj.com/cgi/content/extract/336/7647/776

 

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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