Healthy Skepticism Library item: 5654

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

Shiwani MH.
Quest of prescribing practice in Pakistan.
J Pak Med Assoc 2006 May 01; 56:(5):249-50

Keywords:
Advertising Drug Industry Drug Utilization/statistics & numerical data* Education, Medical, Continuing Family Practice/education* Humans Pakistan Physician's Practice Patterns/statistics & numerical data*

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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