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Healthy Skepticism Library item: 9487

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

Spalding BJ.
Generic industry: one year later
American Druggist 1990 Sep; 202:14, 16


Abstract:

The results of the generic drug scandal are described, including a loss in confidence by physicians, the slow down of approvals of generic drug applications by the Food and Drug Administration, the drop of sales until January 1990 and the rise in sales after, the slowing of total gain in new prescriptions at 14 generic drug companies and changes in the stock market.

 

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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