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Healthy Skepticism Library item: 8885

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

Stetler CJ.
Pharmaceutical field: a house divided?
Pharmacy Times 1972 May; 38:32-38


Abstract:

In view of the present differences between pharmacy and the pharmaceutical industry, common bonds and past achievements of the 2 fields are reviewed in an effort to strengthen the ties. Backed by industry research which is meeting more and more therapeutic needs, and sustained by mass production methods, pharmacy has been able to expand greatly its inventory of effective products, its professional services, and the income which these produce, while at the same time providing benefits to the customers. Industry also has a long record of encouragement of pharmaceutical education, i.e., recruitment materials; financial support via scholarships, loans and donations; and support of professional meetings. Pharmaceutical manufacturers’ opposition to repeal of the antisubstitution laws and the subject of differential pricing are also discussed.

 

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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