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Healthy Skepticism Library item: 8340

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

Rankin K.
Mission: alliances
Drug Store News for the Pharmacist 1996 Aug; 6:15-16, 18, 21


Abstract:

Challenges faced by manufacturers of generic pharmaceuticals in Washington and in the marketplace that could undermine the industry’s ability to hold down health costs, and efforts by the president of the Generic Pharmaceutical Industry Association to forge alliances with the leaders of retail pharmacy and other natural allies of generic medicine in order to preserve the industry’s ability to reduce the cost of prescription drug therapy are 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