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Healthy Skepticism Library item: 8406

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

Brodrick A, Preece G, Bird HA, Wright V.
Factors that may influence the prescribing habits of rheumatologists.
J Clin Hosp Pharm 1983 Dec; 8:(4):333-8


Abstract:

Factors which influence the prescribing habits of rheumatologists were studied, using a questionnaire survey of members of the British Association for Rheumatology and Rehabilitation. A total of 241 (86%) of the association members responded to the survey. The results indicated the professional journals and independent sources such as the Prescribers Journal are highly thought of by rheumatologists, and that advertisements and popular journals are less likely to be important in the transmission of awareness of a new drug. The most important aspects of information considered to be necessary for inclusion in a data card or information bulletin were adverse reactions or side effects. Specific details of the drug formulation or presentation were considered to be of much less importance. Rheumatologists prefer to prescribe by generic name and are likely to use 2 or 3 drugs in the treatment of a patient.

Keywords:
Drug Utilization* Great Britain Humans Prescriptions, Drug Questionnaires Rheumatic Diseases/drug therapy* Rheumatology* Time Factors

 

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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