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Healthy Skepticism Library item: 16636

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

Martyn C
Don’t give up the ghost
BMJ 2009 Oct 14; 339:
http://www.bmj.com/cgi/content/extract/339/oct14_2/b4214


Abstract:

Though medical ghostwriting has had pernicious effects, openly acknowledged ghostwriters may improve medical publishing.

Several years before he became president of the United States, John Kennedy published a book, Profiles in Courage, that told the stories of a number of US senators who had been brave enough to ignore party lines and public opinion to do what they believed was the right thing. The book was widely acclaimed and won a Pulitzer prize, although it emerged later that it was largely, if not entirely, the work of a man called Theodore Sorensen. Rather more recently Gordon Brown, just before he became prime minister, published a book with a strikingly similar title and structure: Courage: Eight Portraits. I’ve no reason to believe Brown did not write the book himself, and in this regard my view coincides with that of a disobliging reviewer in the London Review of Books who assumed that he must have done, observing that no self respecting ghostwriter could have . . .

 

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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