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Healthy Skepticism Library item: 8362

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

Schwartz H.
Blocking the industry's fast lane
Pharmaceutical Executive 1985 Feb; 5:13-14


Abstract:

An overview of the pharmaceutical industry discussing the role of John O. Nestor in impeding FDA approval of beta blockers, negative advertising of prescription drugs by rival companies, the irrelevancy of the Nordic Resolution urging the investigation of pharmaceutical industries marketing techniques in third world countries, and the importance of research-based companies is presented.

 

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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