Healthy Skepticism Library item: 8223

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

Penna RP.
Leadership and complex issues
American Journal of Pharmaceutical Education 1997; 61:(3):322-323

Abstract:

The role of pharmaceutical education, including the American Association of Colleges of Pharmacy (AACP), in promoting pharmaceutical care through collaborative prescribing practices, improving patient compliance, improving selection and administration of drug therapy, and reducing errors and adverse events is discussed, and the potential for reducing health care costs associated with increased involvement of pharmacists in prescribing is described. The potential benefits to the pharmaceutical industry of improved drug therapy and reduced costs are also discussed.

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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