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Healthy Skepticism Library item: 7968

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

Kravetz S.
Pharmacy profession unites to endorse collaborative drug therapy management
Pharmacy Practice News 1999 Mar; 26:10, 18


Abstract:

The pharmacy profession’s united endorsement of the collaborative drug therapy management system that allows pharmacists to help patients use their medications correctly in collaboration with a physician is discussed. The system can include the initial prescribing, monitoring, modification, and/or discontinuation of a drug and usually involves practice guidelines or a protocol for care agreed upon by the physician and pharmacist. The political process needed to pass legislation to approve the system is described. The role of the pharmaceutical industry in supporting the system is also addressed.

 

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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