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Healthy Skepticism Library item: 3314

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

Laine C, Mulrow CD.
Exorcising ghosts and unwelcome guests. 2005 Oct 18;143(8):611-2.
Ann Intern Med 2005 Oct 18; 143:(8):611-2
http://www.annals.org/cgi/reprint/143/8/611.pdf

Keywords:
industry, sponsorship


Notes:

An editorial in the Ann Intern Med in which the editors complain of Ghost writers, usually employed by drug manufacturers, and guest authors in medical journals. They ask academics to avoid signing off articles they haven’t written.

 

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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