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Healthy Skepticism Library item: 3276

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

Jefferis JE.
The pharmaceutical industry and academic medicine: opportunities for physician collaboration.
Circulation 1985 Aug; 72:(2):


Abstract:

This article descibes the various roles of physicians in the pharmaceutical industry including interactions with marketing colleagues to ensure that a given product is presented to practicing physicians in an appropriate manner, consistent with its labeling. It discusses the nature of academia-pharmaceutical interactions in areas of clinical research, consultation and medical education. The ability to establish lasting confidence between industrial and academic physicians will be crucial to their capacity to continue to serve as constructive contributors to the national health care complex.

Keywords:
*analysis/United States/relationship between researchers, academic institutions and industry/industrial physicians/continuing medical education/drug company sponsored research/ETHICAL ISSUES IN PROMOTION: LINKS BETWEEN HEALTH PROFESSIONALS AND INDUSTRY/PROMOTION DISGUISED: SUPPORT FOR CME/SPONSORSHIP: RESEARCH Cost Control Drug Industry* Health Expenditures/trends Humans Organizational Affiliation* Physician's Role* Research* Research Personnel* Role* United States Universities/organization & administration*

 

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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