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Healthy Skepticism Library item: 15210

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

Collier J.
Reframing relations with Pharma: Author’s reply
BMJ 2009 Feb 24; 338:(7693):b768
http://www.bmj.com/cgi/content/extract/338/feb24_1/b768


Abstract:

Richard Horton’s letter serves only to strengthen my view that his working party and its processes were flawed.1 2 He does not quibble with most of my observations. His two concerns are with my comments that “the interests of patients seem to have been a secondary consideration,” and that “there is little direct criticism of industry.”

Ian Gilmore, president of the Royal College of Physicians (RCP), in his foreword prioritised the need to create new partnerships between industry, academia, clinicians, and the public. Assuming that the public and patients are interchangeable in this context, and that partnership means a relationship among equals, it might follow that the report would make recommendations on how, for example, patients, industry, the NHS, and doctors should work together as equals on key issues of policy and decision making. However, of the dozen or so patient related recommendations, patients feature as subjects of a real partnership . . .

 

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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