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Healthy Skepticism Library item: 17896

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

Marwick C
US tackles drug company gifts to doctors
BMJ 2002 Oct 12; 325:(7368):795
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1169556/


Abstract:

The US government has joined the American Medical Association and the drug industry in efforts to control drug company handouts to the medical profession.
The recommendations, however, are voluntary. They shy away from any attempt at regulation or enforcement, except in so far as some practices may violate existing statutes, such as those dealing with fraud and abuse.
The 44 page compliance guidance was issued at the end of September by the inspector general’s office of the Department of Health and Human Services.
Essentially the guidance warns drug manufacturers against practices such as paying or otherwise encouraging doctors and pharmacists to switch patients from the products of one company to those of another, offering entertainment, travel, or other benefits for attending drug information programmes, and providing financial incentives to large scale purchasers of drugs.


Notes:

Comment on USA guidelines, said to be accessible at www.oig.hhs.gov

 

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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