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Healthy Skepticism Library item: 6392

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

Standridge JB.
Of doctor conventions and drug companies.
Fam Med 2006 Jul-Aug 01; 38:(7):518-20
http://www.stfm.org/fmhub/fm2006/July/John518.pdf


Abstract:

Pharmaceutical companies provide the majority of financial support for staging the American Academy of Family Physicians (AAFP) Annual Scientific Assembly. In return they are allowed to dominate the physical and mental environment. The assembly is opulent and entertaining, but undoubtedly much of the expense is passed to the health care consumer in the form of high-priced brand-name prescription drugs. Additionally, public perception of such spectacles threatens the image that the AAFP has been careful to nurture—that family physicians are the ultimate advocates for our patients and, by extension, the health care-consuming public. Family physicians and our representative AAFP must recognize our complicity with and vulnerability to media forces. We must further adjust our role, not only to avoid the appearance of impropriety but to rededicate ourselves to our science, our intellectual basis, and ultimately our patients

Keywords:
Conflict of Interest Congresses/economics* Drug Industry* Financing, Organized Gift Giving Humans Mass Media Physicians, Family* Public Opinion 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