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Healthy Skepticism Library item: 3117

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

Rochmis PG.
Seminars for physicians.
JAMA 1982 Oct 1; 248:(13):1580-1


Abstract:

When drug companies are willing to invite a large number of physicians to fly to an attractive city, stay overnight in an elegant hotel and dine graciously, entirely at the company’s expense one must wonder whether this is truly medical education or medical seduction.

Keywords:
*letter to the editor/United States/ sponsored symposia & conferences/doctors/PROMOTION DISGUISED: CONFERENCES AND MEETINGS Drug Industry* Ethics, Medical Humans Interpersonal Relations Physicians*

 

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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