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Healthy Skepticism Library item: 18264

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

Burton B
Changing prescription software to favour generics could save Australia £40m a year
BMJ 2003 Jan 25; 326:(7382):184
http://www.bmj.com/cgi/content/extract/326/7382/184/b


Abstract:

A requirement by the Australian government that the default in doctors’ software be set to prescribe generic drugs has sparked opposition from the largest pharmaceutical industry body and doctors’ groups.

The existing software-which is sponsored by the manufacturers of brand name drugs-automatically ticks the “not for substitution” box. From 1 February a prescription must not be prepared by software with the default stating that generic drugs cannot be substituted for a brand name drug.

Doctors will be able to select brand name drugs but they will have to uncheck the default box. The government estimates that the change will save the government funded Pharmaceutical Benefits Scheme A$111m (£40m; $64m; €61m) over four years.

Martyn Goddard, senior health policy officer at the Australian Consumers Association, supports the measure: “It is outrageous that the prescriber software-that is sponsored by the drug companies-directs doctors to the brand . . .

 

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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