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Healthy Skepticism Library item: 8848

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

Sonnedecker G.
American pharmacy--a retrospective future.
J Am Pharm Assoc 1973 Mar; 13:(3):128-30


Abstract:

The enlargement of the responsibilities of pharmacy by public mandate in the 21st century is discussed. Pharmacy is viewed as a computer based operation where pharmacy departments have an electronic console to handle a normal patient load by remote control. The public pharmacist, as differentiated from the average clinical pharmacist, is an expert in monitoring symptomatology and blood levels, and in controlling the drug depot implanted in a patient to achieve the physician’s prescribed therapeutic objectives. Pharmacists also handle the dispensing of stockpiles of artificial as well as natural limbs, organs and tissues. The removal of prescription drugs from the druggist’s sundry shop and the cessation of public advertising of even the rather innocuous range of medications they were still permitted to stock is described. The presence of a fully qualified pharmacist in the flying pharmacies that serve rural areas is advocated.

Keywords:
Legislation, Pharmacy Pharmacists Pharmacy* Societies, Pharmaceutical United States

 

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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