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Healthy Skepticism Library item: 9498

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

Pharmacist at the top: Syntex's Freiman comments on pharmacy's role
American Druggist 1990 Aug; 202:77-78


Abstract:

The comments of Paul E. Freiman, president and chief executive officer of Syntex, concerning the pharmacist’s role are presented. The importance of providing consultation services, preventing drug interactions, drug overdosing, inadequate dosing and improper prescribing, and the importance of stressing preventive health care in the pharmacist’s role are discussed, as well as professional relations with physicians. The prospects for Syntex are also 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