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Healthy Skepticism Library item: 9298

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

Dhalla M.
Manufacturers and pharmacists struggle to agree in margins debate
Pharm J 1994 Apr 2; 252:477-478


Abstract:

An overview of the debate between community pharmacists and manufacturers concerning the level of profit margins of over-the-counter products that used to be prescription only in Great Britain, including reduction of shelfspace for the products by the pharmacists, non-recommendations, and the effects of competition, is presented.

 

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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