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Healthy Skepticism Library item: 7937

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

Prince R.
Generic firms seek government help to fight manufacturers for drug marketing rights
Pharmacy Practice News 1999 Jun; 26:1, 16


Abstract:

Controversy behind the Federal Trade Commission’s investigation of several large pharmaceutical firms that are attempting to safeguard their most successful drugs from being produced in generic versions is discussed. At least one manufacturer of a branded drug claims that patient safety and informed consent are the true concerns. Brand name manufacturers insist that physicians should be notified and should give their consent when a brand name drug is switched to a generic. Also discussed is the issue of generic manufacturers not supporting research or patient education.

 

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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