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Healthy Skepticism Library item: 8164

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

Aldhous P.
Prescribed opinions
New Scientist 2007 Jan 6; 193:(2585):17
http://www.newscientist.com/channel/opinion/mg19325854.600-comment-prescribed-opinions.html


Abstract:

Can we trust the media to report fairly on health and medicine when it appears so heavily influenced by the drugs industry? Peter Aldhous is concerned
IN MID-October, an email landed in my inbox that set me thinking. It was an invitation to a meeting organised by the UK Medical Journalists’ Association (MJA), described as “an evening workshop with arthritis experts”. Paid for by an “educational grant” from Merck Sharp & Dohme, the UK arm of the drugs giant Merck, it included a presentation by the company about its clinical research, with comments from other experts.

Ordinarily I might have deleted the mail, but at the time I was helping to complete a report into whether drug firms are exerting undue influence on patient groups (New Scientist, 28 October 2006, p 18). An important part of that story was the industry’s use of educational grants, so I decided to take a closer look at the MJA meeting.

Merck’s aim was to introduce journalists to the MEDAL trial, which has investigated the safety of a painkiller called …

 

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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