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Healthy Skepticism Library item: 3053

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

Bell RW, Osterman J.
The Compendium of Pharmaceuticals and Specialties: a critical analysis
1980 Mar; 19


Abstract:

A close examination of the contents of the Compendium of Pharmaceuticals and Specialties, (CPS), using a computer-drawn double-randomized sample of entries from the “White Pages”, demonstrates certain characteristics of this publication: 1) it uncritically includes many inadequate preparations; 2) it overstates benefits and understates adverse qualities of many preparations, especially when information comes from drug manufacturers; 3) little or no comparative information is presented. These characteristics promote the goals of drug manufacturers, who are deeply involved in the financing of the CPS. The authors propose two ways of rendering the CPS more impartial, both involving the elimination of direct manufacturer involvement. Only thus, it is felt, can the CPS be made a reliable source of information on drugs.

Keywords:
*content analysis/Canada/ Compendium of Pharmaceuticals and Specialties/ commercial compendia/ quality of information/EVALUATION OF PROMOTION: COMMERCIAL DRUG COMPENDIA

 

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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