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Healthy Skepticism Library item: 18799

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: Broadcast

Episode 8: Defender of industry-sponsored CME
The Med AD News Show 2010
http://downloads.pharmalive.com/?disp=wpdetail&wpid=c16a5320fa475530d9583c34fd356ef5


Abstract:

Join Med Ad News editors and and Thomas Sullivan, president & founder of Rockpoint Corp. and creator of the Policy and Medicine blog, as they discuss Mr. Sullivan’s efforts to give a voice to CME industry defenders.


Full text:

For decades, continuing medical education has been under attack, faced with charges of bias and conflict of interest when sponsored by commercial organizations. Episode 8 of The Med Ad News Show Podcast kicks off a three-part series of conversations with Thomas Sullivan, the president and founder of Rockpointe Corporation and the creator of the Policy and Medicine blog at www.policymed.com. In this episode, Mr. Sullivan discusses his efforts to give a voice to the CME industry’s defenders. He also brings to light the increasing importance of well-funded medical education in the wake of the new healthcare reform legislation.

 

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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