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Healthy Skepticism Library item: 19517

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

Grande D
Cost and Quality of Industry-Sponsored Meals for Medical Residents
JAMA 2003; 290:(9):1150-1151
http://jama.ama-assn.org/content/290/9/1150.3.full


Abstract:

To the Editor: There have been ongoing concerns about the costs of gifts from the pharmaceutical industry to physicians, and whether such gifts may influence their prescribing practices.1​ In their recent guidelines about entertainment and gifts, the Pharmaceutical Research and Manufacturers of America (PhRMA) stated that “in connection with [informational] presentations or discussions, occasional meals (but no entertainment/recreational events) may be offered so long as they: (a) are modest as judged by local standards; and (b) occur in a venue and manner conducive to informational communication and provide scientific or educational value.“2 The American Medical Association and the American College of Physicians have published similar guidelines that call for limits on the value of gifts.3​-4

The PhRMA guidelines took effect July 1, 2002. Little is known about its impact on industry-sponsored meals and the relative cost of these events. We examined the cost of dinners and the type of restaurants chosen by pharmaceutical companies for company-sponsored educational events for medical house staff at the University of Pennsylvania in the 6-month period following inception of the new guidelines.

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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