Healthy Skepticism Library item: 9431

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

Chi J.
Counterdetailing efforts reaching new heights
Drug Topics 1992 Feb; 136:1, 11

Abstract:

Counterdetailing strategies borrowed from pharmaceutical industry marketing programs used by hospital pharmacists to promote rational therapy and cost-effective prescribing by hospital physicians are described.

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What these howls of outrage and hurt amount to is that the medical profession is distressed to find its high opinion of itself not shared by writers of [prescription] drug advertising. It would be a great step forward if doctors stopped bemoaning this attack on their professional maturity and began recognizing how thoroughly justified it is.
- Pierre R. Garai (advertising executive) 1963