Healthy Skepticism Library item: 7220

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: news

AstraZeneca/Shire Deal Makes Sense-Citigroup
New Ratings.com 2006 Nov 17
http://www.newratings.com/analyst_news/article_1424340.html

Abstract:

A takeover of Shire (SHPGY) by AstraZeneca (AZN.ISE) would “make strategic sense,” says Citigroup. Reacting to a press report about a potential deal, the bank notes “Shire’s ADHD business could fit well with AZN’s Central Nervous System group.” Points out that the two CEOs know each other well and that AstraZeneca “could pay up to 1,370p/share and derive EPS accretion of 7% in 2010.” Adds that a possible acquisition price of 1,300-1,500p is “not unfeasible”. Keeps Shire at buy and AstraZeneca at hold. Both declined to comment on the report Thursday. Shire -0.4% at 1,049p, giving up earlier gains, AstraZeneca -0.6% at 3.065p.

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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