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Healthy Skepticism Library item: 8561

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

Annual survey report-research and development activities ethical pharmaceutical industry, 1976 with forecast for 1977
Medical Marketing and Media 1978 Mar; 13:17-18, 20-24, 26-30


Abstract:

The results of the 1976 annual survey of the ethical pharmaceutical industry conducted by the Pharmaceutical Manufacturers Association are presented. It is noted that prescription pharmaceutical prices, at the manufacturer’s levels as well as retail, in contrast to most other product prices in the U.S. economy, have remained relatively stable for many years.

 

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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