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Healthy Skepticism Library item: 4209

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

Mick T.
Pharmaceutical funding and medical students.
JAMA 1991 Feb 6; 265:(5):659,


Abstract:

The interaction between sales representatives and physicians often begins during medical school. Recent graduates and faculty who are frequently exposed to these interactions have become uneasy with them and this concern has spread to some educators. Certain schools have limited the interaction between students and sales representatives. Other educators view these issues differently and don’t believe that the majority of interactions and gifts are harmful. The pharmaceutical industry say that they want to let physicians and students know that their products exist and they want to provide them with information that they should have. In the last year both the American Medical Association and the American College of Physicians have taken stands against excessive physician acceptance of gifts and issues guidelines about which gifts doctors should accept.

Keywords:
*analysis/United States/students/industry perspective/gift giving/American Medical Association/AMA/American College of Physicians/attitude toward promotion/medical education/sales representatives/ATTITUDES REGARDING PROMOTION: HEALTH PROFESSION STUDENTS/ATTITUDES REGARDING PROMOTION: INDUSTRY/ATTITUDES REGARDING PROMOTION: MEDICAL EDUCATORS/ETHICAL ISSUES IN PROMOTION: GIFT GIVING/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTIONAL TECHNIQUES: DETAILING/REGULATION, CODES, GUIDELINES: CONTACT WITH MEDICAL STUDENTS AND HOSPITAL STAFF/REGULATION, CODES, GUIDELINES: HEALTH PROFESSIONAL ORGANIZATIONS/VOLUME OF AND EXPENDITURE ON PROMOTION Drug Industry/economics* Students, Medical* United States

 

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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