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Healthy Skepticism Library item: 14008

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

Whittle J, Good CB.
Prescription drug samples: making decisions with imperfect data.
J Gen Intern Med 2008 Jun; 23:(6):890-2
http://www.springerlink.com/content/246544r5343x74t6/fulltext.pdf


Abstract:

Americans spend a large amount of money on the purchase of prescription drugs. Under Medicare’s prescription drug benefit(Medicare Part D), Medicare beneficiaries must pay $4,050 out of pocket, not including monthly premiums averaging around $30/month (from Medicare Prescription Drug Plan Finder website), before entering the catastrophic coverage range, after which they are responsible for just 5% of drug costs. Within the infamous doughnut hole between $2,510 and $4,050, beneficiaries will pay 100% of the cost of their prescription drugs. Small wonder, then, that patients, and the physicians caring for them, are grateful for access to free drug samples.
These samples can enable therapeutic trials of necessary drugs, avoiding the expense of paying for a full course of a drug that might have to be discarded after the first dose leads to a side effect. A frequent justification provided by physicians is that use of free samples provides access to necessary drugs for patients who could not otherwise afford them.1–4

Unfortunately, these “free” samples do have a cost. Strong evidence links use of samples to suboptimal drug choice.5,6…


Notes:

Free full text (.pdf)

 

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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