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Healthy Skepticism Library item: 8196

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

Wright M.
Prescription drug availability in Australia following the Baume Report
International Journal of Pharmaceutical Medicine 1997; 11:(1):19-22


Abstract:

The results of a substantial reorganization of the drug regulatory system in Australia affecting all aspects of drug evaluation and regulation in the pharmaceutical industry following the Report on Drug Evaluation in Australia in 1991 by Professor Peter Baume are discussed. The beneficial result has been a faster system of drug registration. Areas still in need of improvement are 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