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Healthy Skepticism Library item: 9327

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

Dundass H.
Getting the act together
Can Pharm J 1993 Apr; 126:132-133, 135, 138, 141


Abstract:

A discussion of how senior citizens take prescribed drugs, how doctors prescribe them, how pharmacists dispense and monitor them, and how manufacturers market them in Canada is presented. The problems of pharmacists being caught in the middle of cost cutting and placing more emphasis on self-care, physicians prescribing without enough patient information, the vulnerability of elderly patients to increased toxicity and drug interactions, and the role of the Coalition on Medication Use and the Elderly are described.

 

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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