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Healthy Skepticism Library item: 9634

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

Davis DA.
FDA becoming sensitive to anti-generic campaign
Drug Cosmet Ind 1986 Aug; 139:30, 32, 35


Abstract:

The FDA’s views on generic drug bioequivalency and the anti-generic campaign organized by brand name manufacturers, and prescription advertising to the consumer as viewed by brand name manufacturers, consumer groups, the FDA, and generic drug manufacturers are discussed.

 

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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