Healthy Skepticism Library item: 5586

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

Mayor S.
Can NICE guidance be given more clout?
BMJ 2006 Jul 22; 333:(7560):170
http://bmj.bmjjournals.com/cgi/content/short/333/7560/170?etoc%3e

Abstract:

One in six trusts of the English health service is not adhering to guidance on the use of treatments from the National Institute for Health and Clinical Excellence (NICE), or does not know whether it is or not, according to the preliminary results from the new annual health check scheme, which are designed to publicly show whether trusts are meeting standards (BMJ 2006;333: 114, 15 Jul)

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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963