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Healthy Skepticism Library item: 9311

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

Laskoski G.
Generics: too good for their own good
Am Drug 1993 Sep; 208:30-32, 34-35


Abstract:

The current trends in the generic drug industry that indicate obvious business success with sales of $5 billion per yr but a tendency for these companies to be bought up by major drug companies are discussed. Listings of the Pharmaceutical Manufacturers’ Association (PMA) ownership of generic manufacturers, the 1992 PMA dollar volume leaders, 1992 prescription volume leaders, and PMA companies that may be shopping for a generic acquisition are included. It is concluded that while the generic industry may some day become a PMA subsidiary, it still needs its own viability. The industry needs to inform Congress and consumers about generics, whether through retail pharmacy, health maintenance organizations, or employee benefits managers.

 

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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