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Healthy Skepticism Library item: 8346

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

Timetable, targets proposed for prescription information program
Consultant Pharmacist 1996 Sep; 11:958


Abstract:

The U.S. Senate’s timetable for the pharmaceutical industry to give consumers more and better information about their prescriptions voluntarily and the Office of the Inspector General’s (OIG) new reports exploring the feasibility of applying Medicaid payment methodologies and manufacturer rebate strategies to Medicare Part B prescription benefits are discussed. Proposals for federal action to require that pharmacies print and distribute detailed written information with each prescription dispensed have been opposed by pharmacy organizations and many pharmaceutical manufacturers. The Health Care Financing Administration has responded favorably to recommendations by the OIG for Medicare cost reductions.

 

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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