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Healthy Skepticism Library item: 7935

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

O'Connell CA, Skinner R.
Patient labeling program at Bristol-Myers Squibb
Drug Information Journal 1999; 33:(3):649-654


Abstract:

A program initiated by Bristol-Myers Squibb Company to prepare patient-oriented labeling for certain prescription products for which such material is appropriate, using the U.S. Food and Drug Administration’s (FDA) proposed Medication Guide as a basis for content and format, is described.

 

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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