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Healthy Skepticism Library item: 9824

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

Dias CR, Romano-Lieber NS.
[Generic drug policy implementation in Brazil].
Cad Saude Publica 2006 Aug; 22:(8):1661-9
http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0102-311X2006000800014&tlng=es&lng=en&nrm=iso


Abstract:

A generic drug policy has been implemented in Brazil since 1999. Several political and administrative stages transpired between enactment of the legislation and the actual marketing and consumption of these drugs. This article describes the policy implementation process and examines the country’s generic drug legislation, approved from 1999 to 2002. To contextualize these measures, the study compares articles published by two national periodicals and interviews with a government representative involved in drafting the legislation and a representative from the pharmaceutical industry. Generic drugs quickly gained considerable space in the Brazilian pharmaceutical market. Ongoing adaptation of the legislation, media support, and the government’s involvement in spreading the policy were key success factors. The population’s access to medicines did not increase significantly, but people can now purchase medicines at more affordable prices and with quality assurance and interchangeability.

Keywords:
Generic Drugs; Health Legislation; Comunications Media Publication Types: English Abstract MeSH Terms: Brazil Drug Industry/economics Drug Industry/legislation & jurisprudence* Drugs, Generic* Health Policy/legislation & jurisprudence* Humans Legislation, Drug* Marketing Substances: Drugs, Generic


Notes:

Free full Portuguese text

 

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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