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Healthy Skepticism Library item: 9143

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

Wechsler J.
Washington report: drug wars: battles over generics and prices
Pharmaceutical Technology 1996 Jan; 20:16, 18, 20, 22, 26, 28, 30, 32


Abstract:

The recent conflict concerning patent terms and infringement between generic drug manufacturers and innovator companies is discussed, including provisions of the General Agreement on Tariffs and Trade (GATT) and the Drug Price Competition and Patent Term Restoration Act of 1984 (Waxman-Hatch Act). It was noted that rising research and development costs and managed health care, reduced prescription drug prices, and expanded generic competition have made it increasingly difficult for innovators to recoup their investments in new drug research. Efforts to improve relations with pharmacists 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