Healthy Skepticism Library item: 13784

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

Gura T.
Courts deny Pfizer access.
Nat Biotechnol 2008 May; 26:(5):480
http://www.nature.com/doifinder/10.1038/nbt0508-480

Abstract:

The legal wrangle between New York-based Pfizer and three prominent medical journals over the release of confidential peer-review documents, the outcome of which directly affects biotechs, ended with the integrity of the peer review process intact. Pfizer’s demands to see confidential statements made on studies published by the New England Journal of Medicine (NEJM) were rejected March 31…

Keywords:
Publication Types: News MeSH Terms: Disclosure/legislation & jurisprudence* Drug Industry/legislation & jurisprudence* Peer Review, Research/legislation & jurisprudence* Periodicals as Topic/legislation & jurisprudence* 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