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Healthy Skepticism Library item: 3565

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

McGregor M.
Pharmaceutical “generosity” and the medical profession
Annals of the Royal College of Physicians and Surgeons of Canada 1988; 21:289


Abstract:

Although physicians are not seduced by the largesse from the pharmaceutical industry it is naive to believe that the benefits are conferred out of disinterested friendship or appreciation. The medical profession has to be seen not to be influenced by the industry. In this context the new guidelines from the Pharmaceutical Manufacturers Association of Canada should be endorsed.

Keywords:
*analysis/Canada/ relationship between medical profession and industry/ Pharmaceutical Manufacturers Association of Canada/ guidelines, discussion of/ conflict of interest/ gift giving/ drug company sponsored meals and travel/ agency role/ conflict of interest/ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS/ETHICAL ISSUES IN PROMOTION: GIFT GIVING/ETHICAL ISSUES IN PROMOTION: PAYMENT FOR MEALS, ACCOMODATION, TRAVEL, ENTERTAINMENT/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/REGULATION, CODES, GUIDELINES: INDUSTRY SELF-REGULATION

 

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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