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Healthy Skepticism Library item: 19807

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

McNamee D
Different kind of drug-company freebie
The Lancet 1996 Oct 19; 348:(9034):1048
http://www.thelancet.com/journals/lancet/article/PIIS0140-6736%2805%2964413-3/fulltext


Abstract:

Academic researchers tread a fine line when they criticise the pharmaceutical industry, which is one of the major funders of clinical trials. Prof Sylvio Garattini is perhaps one of the few respected enough to challenge the industry, having been director of the Mario Negri Institute of Pharmacological Research in Milan for over 30 years. Speaking at the Italian Institute of Culture in London earlier this month, he called for a new European agency to be set up to coordinate and support pharmaceut …

 

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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