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Healthy Skepticism Library item: 18056

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

Tite L
Drug company pushes for all children under 2 to be vaccinated against pneumonia
BMJ 2003 Nov 29; 327:(7426):1249
http://www.bmj.com/cgi/content/extract/327/7426/1249-a


Abstract:

The pharmaceutical company Wyeth has launched a campaign to persuade the UK government to extend the use of its children’s pneumococcal vaccine to all children under the age of 2. Currently, the Department of Health recommends it use only in children who are at risk because of chronic disease.

The move follows recent data published in the New England Journal of Medicine showing indications of an early success for the US paediatric pneumococcal immunisation programme (2003;348:1737-46). Figures compiled by the Centers for Disease Control and Prevention, Atlanta, Georgia, show a 69% reduction in pneumococcal disease in children aged under 2 since the universal use of the vaccine was introduced in 2000.

The vaccine contains seven serotypes of the pneumococcus bacterium and is otherwise known as a 7 valent pneumococcal conjugate vaccine. The vaccine currently given to adults at risk in the United Kingdom is a 23 valent . . .

 

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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