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Healthy Skepticism Library item: 6997

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

Weber LJ, Bissell MG.
There is no such thing as free pizza.
Clin Leadersh Manag Rev 2006 Nov 28; 20:(6):E8


Abstract:

For many years, it has been standard practice in the United States to allow pharmaceutical representatives to provide drug samples, pens, note pads, visual aids, t-shirts, etc., and pay for attendee meals in conjunction with teaching conferences for hospital physicians. The “gifts” typically aren’t as luxurious in the clinical laboratory, but even so, is any vendor freebie too much?

 

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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