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Healthy Skepticism Library item: 9513

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

Leblang TR.
Defective Rx drugs
American Druggist 1990 Feb; 201:50


Abstract:

The pharmacist’s liability for consumer injuries which occur due to misuse of pharmaceutical products is discussed. It was noted that warnings and usage instructions are legally viewed as part of the total product package. If the instructions are defective, the product is considered defective. Pharmacists have been named as defendants in liability cases which involve inadequate manufacturer warnings or recommendations for use. Courts, however, have maintained that the manufacturer’s duty to warn about prescription drugs applies to the physician, who functions as a learned intermediary. Courts have been unwilling to apply the concept to pharmacists on the basis of inadequate warning.

 

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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