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Healthy Skepticism Library item: 8545

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

Wolfe SM.
Real targets: doctors, drug firms
FDA Consumer 1980 Feb; 14:13


Abstract:

Drug companies and physicians who overprescribe are discussed as a source of overmedication problems. One out of 10 prescriptions filled by Americans are for drugs that are ineffective, costing the public over $1 billion a year and causing thousands of avoidable adverse drug reactions. In addition, the majority of ingredients in over-the-counter drugs on the market have been found by FDA to lack effectiveness, thus causing the public to waste money and endanger its health. There are at least 3 major categories of drugs which contribute to the problem of overmedication. First, drugs which lack evidence of effectiveness. Second, drugs used for problems better treated by nondrug therapies. And, third, dangerous drugs used when safer and equally or more effective alternatives are available. If FDA is to reduce overmedication, it needs to deal with drug companies and doctors rather than focusing on consumers.

 

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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