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Healthy Skepticism Library item: 1877

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

Bowman MA, Pearle DL.
Changes in drug prescribing patterns related to commercial company funding of continuing medical education.
J Contin Educ Health Prof 1988; 8:(1):13-20


Abstract:

In order to determine the impact of commercial company funding of continuing medical education (CME) courses, a survey was undertaken. Drug prescribing rates for drugs related to course content were determined by self-report survey of physician attendees (374 in number) for three different CME courses. The survey was performed immediately before and six months after the courses. A single, though different, drug company provided the majority of the funding for each course. Courses I and III were related to calcium channel blockers and Course II to beta blockers. The return rate before Course I was 73.0 percent; after, 54.0 percent (unmatched). The return rate for Course II was 49.4 percent before and 42.9 percent after (unmatched). There were 121 (61.4%) matched returns for Course III. While the rates for prescribing some of the related drugs increased after the courses, overall the sponsoring drug company’s products were favored. Although physicians attending CME and accredited sponsors of CME need to be aware of this potential influence, the final burden of adequate evaluation of drugs remains with the physician prescriber. Further studies should be done to substantiate the findings and elucidate the mechanism(s) of the increase in sponsoring company’s drug prescriptions.

Keywords:
Curriculum District of Columbia Drug Industry* Drug Utilization/statistics & numerical data* Education, Medical, Continuing/economics* Physician's Practice Patterns/trends* Program Evaluation United States

 

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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