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Healthy Skepticism Library item: 15968

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

Marcovitch H.
How do potential conflicts of interest confuse medicine and public health? How could disclosure of interests work better in medicine, epidemiology and public health?
J Epidemiol Community Health 2009; 63:(8):608-609
http://jech.bmj.com/cgi/content/extract/63/8/608?etoc


Abstract:

The next time you see on the television news that there has been an important breakthrough in medical research, ask yourself some questions. Given that research projects have no precise end, apart from the results appearing in print, why was this news reported today? It is highly unlikely that a journalist stumbled upon a story. More likely it was because a journal or the university or the funder concerned issued a press release, or the researchers themselves did so. In each case there may be conflicts of interest. Journals send press releases as self-promotion, approved by publishers or owners who are always looking for increased circulation; and knowledgeable editors know that stories in the national press lead to increased citations to the original journal article, hence, increasing the impact factor, that Holy Grail of editorial boards.1 2 Meanwhile, journalists may enhance their own careers by making a story seem more important . . .

 

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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