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Healthy Skepticism Library item: 13744

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

Sie AH.
Why I love a free lunch: You must be joking.
BMJ 2008 May 10; 336:(7652):1034
http://www.bmj.com/cgi/content/extract/336/7652/1034-c


Abstract:

How are doctors supposed to get new information? Perhaps by reading during your lunch break, rather than listening half heartedly while munching on your Marks and Spencer wrap.1 Or even, maybe, a journal club? Drug sponsored lunches are socially uncomfortable, and consume time that could be used to chat with your colleagues (team building); to learn about something that might change your practice or might be evidence based, not just speculative; to catch up on the news-a mildly interesting fact or two that probably has no direct bearing on your life, personally or professionally.

“The NHS is unwilling to devote serious capital to fund most educational activities.“1 The free lunch does not contribute to education; indeed, I can afford my own lunch and would rather the money be used for patients. What helps education is having protected time. Not money. Or free food.

Keywords:
Publication Types: Letter MeSH Terms: Drug Industry Drug Information Services* Education, Medical, Continuing* Food Supply* Interprofessional Relations


Notes:

Comment on:
Patel K. Why I love a free lunch. BMJ 2008;336:962. (26 April.)

 

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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