Healthy Skepticism Library item: 4108

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

McCarthy M, Aarons D, Scott HV.
Cefixime: in vitro sensitivity of respiratory and urinary tract infection organisms.
N Z Med J 1990 Mar 14; 103:(885):106

Abstract:

Cefixime demonstrated efficacy of 95.3% in the treatment of otitis media and/or tonsillitis.

Keywords:
*letter to the editor/*noncomparative trial/New Zealand/ antibiotics/ drug company sponsored research/ Lederle/PROMOTION DISGUISED: CLINICAL TRIALS/PROMOTION IN SPECIFIC THERAPEUTIC AREAS: ANTIBIOTICS/SPONSORSHIP: RESEARCH Anti-Bacterial Agents/pharmacology* Cefixime Cefotaxime/analogs & derivatives* Cefotaxime/pharmacology Humans Microbial Sensitivity Tests Respiratory Tract Infections/microbiology* Urinary Tract Infections/microbiology*

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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