Healthy Skepticism Library item: 6569

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

Mansfield P.
Re: the promotion of Ciproxin (ciprofloxacin)
1995 Jan;

Abstract:

Bayer is promoting Ciproxin (ciprofloxacin) with the slogan “Ciproxin first . . . for difficult infectionsâ€ without the qualifying statement “when first-line antibiotics fail.â€ This message conflicts with the Ciproxin Product Information which points out that ciprofloxacin is not the drug of choice for certain respiratory infections. In addition, ciprofloxacin should be used cautiously to avoid resistance developing.

Keywords:
*analysis/Australia/developed countries/Ciproxin/ciprofloxacin/Bayer/antibiotics/efficacy/quality of information/PROMOTION AND HEALTH NEEDS: PROMOTION IN DEVELOPED COUNTRIES/PROMOTION IN SPECIFIC THERAPEUTIC AREAS: ANTIBIOTICS

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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