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Healthy Skepticism Library item: 4863

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

Pfizer and Humana join forces on new Medicare Health Support Program.
Dis Manag Advis 2006 Jan; 12:(1):8-9,


Abstract:

Two health care giants join forces to offer ground-breaking Medicare program. The seventh of eight pioneering Medicare Health Support programs is now underway with the launch of Green Ribbon Health, a Tampa, FL-based company formed by Pfizer and Humana in an attempt to take advantage of the depth of DM experience that each has to offer in caring for a highly complex Medicare population.

Keywords:
Cooperative Behavior* Disease Management Drug Industry* Health Maintenance Organizations* Humans Medicare* Nurse-Patient Relations Pilot Projects* 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