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Healthy Skepticism Library item: 8138

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

Blecher MB, Haugh R, Hudson T, Serb C.
The year that was--what it means for 1999.
Hosp Health Netw 1998 Dec 5-20; 72:(23-24):26-8,


Abstract:

An overview of business trends in 1999 of interest to managed care systems is presented, including the effects of prescription drug costs on institutional budgets, the effects of direct to consumer advertising on patient demand, and recent changes in managed care formularies and copayment procedures in response to drug costs.

Keywords:
Drug Industry/economics Drug Industry/statistics & numerical data Economics, Hospital/statistics & numerical data Economics, Hospital/trends Forecasting Health Care Sector/statistics & numerical data Health Care Sector/trends* Health Maintenance Organizations/economics Health Maintenance Organizations/trends Home Care Agencies/economics Home Care Agencies/trends Long-Term Care/economics Long-Term Care/trends Practice Management/economics Practice Management/statistics & numerical data United States

 

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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