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Healthy Skepticism Library item: 9181

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

Bootman JL, Noel M.
Sampling on the line: should the giveaway war come to an end?
Pharmaceutical Executive 1995 Mar; 15:86, 88, 90


Abstract:

Issues with the sampling system that have drawn legislative attention and criticism from managed care systems, including drug diversion, influence on prescribing, and impact on the high cost of pharmaceutical marketing, and an alternative to the current system that retains the advantages of sampling and eliminates many of the problems are 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