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Healthy Skepticism Library item: 19167

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

Stell LK.
Drug reps off campus! Promoting professional purity by suppressing commercial speech.
J Law Med Ethics 2009; 37:(3):431-43,
http://onlinelibrary.wiley.com/doi/10.1111/j.1748-720X.2009.00404.x/abstract


Abstract:

In the name of restoring professionalism, an influential group of physician-educators have urged academic medical centers to take the lead in purging the house of medicine of the conflicts of interest created by industry’s marketing. I argue that this revivalist movement is misguided, uses “conflict of interest” as an epithet, creates counter-productive incentives, and fails the duty to prepare physicians for ethical engagement with their commercial partners in patient care.

Keywords:
* Conflict of Interest/legislation & jurisprudence* * Drug Industry/ethics* * Drug Industry/legislation & jurisprudence * Drug and Narcotic Control* * Humans * Interinstitutional Relations* * Marketing/ethics* * Marketing/legislation & jurisprudence * Schools, Medical/ethics* * Schools, Medical/legislation & jurisprudence * 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