Healthy Skepticism Library item: 9583

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

Penna PM.
Marketing formulary drug products: pharmacy-industry cooperation
American Journal of Hospital Pharmacy 1988 Mar; 45:518

Abstract:

General guidelines to help create and enhance cooperation between hospital pharmacists and a pharmaceutical manufacturer in the implementation of a marketing program to ensure that the formulary drug product of that company is prescribed preferentially over a competitor’s nonformulary product are presented. The roles of the pharmacy department, the pharmacy and therapeutics committee, the manufacturer, and its pharmaceutical representatives are defined.

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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