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Healthy Skepticism Library item: 7746

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

Kaupp GS, Lynch SB.
To regain control of their drug costs, health plans must understand the road they've traveled
Drug Benefit Trends 2002; 14:(4):49-50


Abstract:

This article describes the history of pharmacy benefit management companies which began as pharmacy claims processing businesses and today has turned to other revenue sources, such as selling claims data to drug manufacturers and repricing their retail networks to gain revenues. Legislation to bring prescription drug benefits to Medicare recipients and to allow consumers to have any prescriptions they receive filled at the pharmacy of their choice without any financial cap is also discussed.

 

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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