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Healthy Skepticism Library item: 17652

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

Kuber S
UPDATE 1-GSK's Japan unit to disclose payments to doctors-Nikkei
Reuters 2010 Apr 17
http://www.reuters.com/article/idUSSGE63F0JS20100416


Abstract:

The Japan-based unit of British drugmaker GlaxoSmithKline Plc has decided to disclose the payments it makes to doctors and research institutions starting this fiscal year, the Nikkei business daily said.


Full text:

This move, the first in Japan, comes amid a growing global trend among drugmakers to divulge this information, the paper said.

GlaxoSmithKline KK plans to begin by posting only the total amount and number of payments on its website, and gradually identify recipients with their permission, the paper said.

The disclosures will be announced by June.

The company said it contacted about 450 doctors since February, and about 60 percent of them have given their consent, Nikkei said.

Outside Japan, GlaxoSmithKline began disclosing payment totals at the end of last year.

 

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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