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Healthy Skepticism Library item: 18863

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

John-Baptiste A, Bell C
Industry sponsored bias in cost effectiveness analyses
BMJ 2010 Oct 13; 341:
http://www.bmj.com/content/341/bmj.c5350.extract


Abstract:

Evidence is growing that the involvement of industry in cost effectiveness analyses can affect the findings. A systematic review of published cost-utility analyses found that industry funded studies were more than twice as likely to report a cost-utility ratio below $20 000 (£12 700; $14 850) per quality adjusted life year (QALY) as studies sponsored by non-industry sources.1 The National Institute for Health and Clinical Excellence (NICE) in the United Kingdom found that cost effectiveness analyses submitted by manufacturers produced significantly lower ratios than those derived by assessors at academic centres

 

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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