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Healthy Skepticism Library item: 3417

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

Buckley EG.
Post-marketing surveillance of new drugs.
J R Coll Gen Pract 1987 Aug; 37:(301):337-8


Abstract:

There can be problems with company sponsored postmarketing surveillance. 50% of prescriptions for enalapril in the first year it was on the market were written by general practitioners who were involved in the pharmaceutical company’s study. The study did result in useful information but this information was based on a selected group of patients. These observations are not intended as a criticism of Merck, the maker of enalapril.

Keywords:
*editorial/United Kingdom/postmarketing research/new drugs/drug company sponsored research/PROMOTION DISGUISED: POSTMARKETING RESEARCH Computers Evaluation Studies/methods* Family Practice Great Britain Humans Pharmaceutical Preparations/adverse effects Product Surveillance, Postmarketing/methods*

 

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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