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Healthy Skepticism Library item: 9599

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

Robbins J.
Pharmacy affairs: making the marketing connection
Pharmaceutical Executive 1986 Sep; 6:40, 42, 44


Abstract:

Changes in the pharmacy profession that have enhanced the pharmacist’s role as a key decision maker in prescription drug sales were discussed with reference to marketing practices developed by the pharmaceutical industry to reach this increasingly influential group.

 

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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