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Healthy Skepticism Library item: 9793

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

Ekedahl A.
Unused Drugs Returned to Pharmacies - A Few Patients Return a Large Proportion of the Unused Drugs
Journal of Social and Administrative Pharmacy 2003; 20:(6):257-258


Abstract:

Unused drugs returned to 2 pharmacies in Malmo in south Sweden were collected during 6 weeks. 1 077 packs were returned from 191 patients. The distribution of numbers of returned packs per patient was very skewed. Ten percent of the patients returned 50% of all unused drugs (12-101 packs per patient), whereas the majority, 69%, of the patients returned few (1-4) packs, constituting only 22% of all returned packs.

 

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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