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Healthy Skepticism Library item: 5759

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

Charatan F.
US journal in row over sponsored supplement
BMJ 2006 Aug 5; 333:(7562):277
http://bmj.bmjjournals.com/cgi/content/short/333/7562/277-a?etoc%3e


Abstract:

The American Journal of Cardiology is at the centre of a publication ethics row after publishing a supplement sponsored by the drug company Pfizer funded for $55 800 (£29 900; 43 700). The supplement contained recommendations for screening that were not only of dubious clinical worth but would have had huge financial implications for the US health budget.

Pfizer manufactures the cholesterol treatment atorvastatin (Lipitor). The supplement suggested screening asymptomatic older US men and women for evidence of coronary artery calcium, using computed axial tomography scans, and carotid intima media thickness and plaque using ultrasonography (BMJ 2006;333: 168, 22 Jul)

The US Preventive Services Task Force recommended in February 2004 not using routine screening with electron beam computed tomography as it was likely to cause harms outweighing any theoretical benefits in asymptomatic older US citizens.

“While it’s certainly true that lots of people die . .

 

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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