Healthy Skepticism Library item: 7226

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

Daniel R.
Wal-Mart expands $4 generic-drug plan to a total 38 states
Market Watch 2006 Nov 16
http://www.marketwatch.com/News/Story/Story.aspx?siteid=mktw&guid=%7B93C0E332-485A-4E85-9E84-64D7B40A9FEA%7D

Abstract:

Wal-Mart Stores Inc., the world’s largest retailer, expanded its $4 generic-prescription program by 11 states, to a total of 38, and added 17 drugs, to a total of 331. The program is now extended to 502 stores in Idaho, Kentucky, Maine, Massachusetts, Nebraska, Oklahoma, Rhode Island, South Carolina, Utah, Washington and West Virginia. In the 38 states, 3,009 Wal-Mart pharmacies have the program. The prescription list, the Bentonville, Ark., chain said in a statement, includes 14 of the top 20 medications prescribed in the U.S. Wal-Mart launched the program in September in Florida and said it is working to bring the program to other 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