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Healthy Skepticism Library item: 15094

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: news

Suspended Roche handed an olive branch
The Manufacturer 2009 Feb 16
http://www.themanufacturer.com/uk/content/8925/Suspended_Roche_handed_an_olive_branch?PHPSESSID=9af1710017f450a414541860


Full text:

Pharmaceutical firm Roche Pharma has had its membership to the Association of the British Pharmaceutical Industry (ABPI) reinstated after serving a seven month suspension for breaching its code of convention.

Roche’s conduct was adjudged to “bring discredit on, or reduce confidence in, the pharmaceutical industry”. The activities found wanting were related to the selling of a drug called Xenical to private clinics which was deemed to be “possibly prejudicial to patient safety”. The drug was for treating obesity and was supposed to be prescription-only.

Roche was also accused of providing £55,000 of funding to a company for setting up another clinic which was also linked to the sale of the drug.

 

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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