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Healthy Skepticism Library item: 18461

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

Garattini S, Bertele V
Bevacizumab and ranibizumab: A matter of public interest
BMJ 2010 July 13; 341:
http://www.bmj.com/cgi/content/extract/341/jul13_2/c3721


Abstract:

Bevacizumab is better than no treatment, photodynamic treatment, or six weekly intravitreal pegaptanib sodium in neovascular age related macular degeneration (AMD).1 Its long term safety and whether it is as effective as ranibizumab are unknown,2 but available data should be sufficient for the European Medicine Agency (EMA) to grant the new indication.1 3

However, regulatory action cannot be taken without an initiative from the company. Sometimes industry has an interest in not applying for a new indication, as is the case with bevacizumab. Bevacizumab (Avastin, Roche) and ranibizumab (Lucentis, Novartis) are derivatives of the same anti-VGEF monoclonal antibody developed and patented by Genentech. Both seem effective in AMD,4 5 but only ranibizumab has been granted this indication, while bevacizumab is indicated only for treating some metastatic tumours. Even if the cheaper bevacizumab was proved better, or not worse, than the more expensive ranibizumab, the marketing authorisation holder of bevacizumab may decide not . . .

 

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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