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Healthy Skepticism Library item: 14454

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

Wink K.
[Do patients understand special terms in the product information?]
MMW Fortschr Med. 2008 Jun 26; 150:
http://www.ncbi.nlm.nih.gov/pubmed/18712123


Abstract:

The product of information for drugs is essential for the determinant use of drugs to guarantee the efficacy and safety of drugs. Supposition is the comprehension of special terms. The interviews of 277 patients by chance with 433 questionnaires (3313 questions) in the private practices showed that only a quarter of the special terms could be understood. Therefore it is necessary that the special terms must be translated to German or should be explained.

Keywords:
Comprehension* Drug Labeling* Germany Humans Pilot Projects Prospective Studies Questionnaires Terminology as Topic*

 

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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