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Healthy Skepticism Library item: 9180

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

Bolger G.
Communicating drug quality observations
Drug Information Journal 1995; 29:(2):563-569


Abstract:

The U.S. Food and Drug Administration’s (FDA) surveillance of the quality of prescription and nonprescription drug products distributed in the United States is described and a system to obtain voluntary reports, then to evaluate and investigate reported observations, is addressed. The need to quickly communicate this information throughout the agency reviewing divisions, field investigation offices, and to the respective pharmaceutical firms to mitigate any potential public health hazards is stressed.

 

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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