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Healthy Skepticism Library item: 7268

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

Zehr L.
Caution emerges over inhalable insulin
The Globe and Mail 2006 Oct 30
http://www.theglobeandmail.com/servlet/Page/document/v5/content/subscribe?user_URL=http://www.theglobeandmail.com%2Fservlet%2Fstory%2FLAC.20061030.RINSULIN30%2FTPStory%2FBusiness&ord=1166940869317&brand=theglobeandmail&force_login=true


Abstract:

The air is leaking out of what was supposed to be the next big thing in the treatment of diabetes: inhalable insulin.“While inhalable insulins will see a reasonable level of uptake, they aren’t the surefire blockbuster they were hyped to be,” says a new study by British market research firm Datamonitor PLC. It points out that the new treatment isn’t significantly better than existing therapies, is expensive and its long-term safety in the lungs is unknown.

 

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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