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Healthy Skepticism Library item: 9888

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

Ganestam F, Lundborg CS, Grabowska K, Cars O, Linde A.
Weekly antibiotic prescribing and influenza activity in Sweden: a study throughout five influenza seasons.
Scand J Infect Dis 2003; 35:(11-12):836-42


Abstract:

Influenza often leads to bacterial complications that require treatment. It may also be confused with bacterial respiratory infections, leading to unnecessary prescription of antibiotics. In this first study on the relationship between influenza and antibiotic utilization for a whole country, weekly data on verified influenza cases in Sweden were compared to weekly sales of antibiotics for 5 influenza seasons 1997-2002. The peak of influenza activity occurred during the winter. In 4 out of the 5 monitored influenza seasons it occurred in February-March. The fluctuation of antibiotic utilization was relatively constant over the years with peaks before Christmas and in February-March. There were no obvious differences in the total amount of antibiotics dispensed over the years that could be related to influenza activity, but a coincidental relationship between the peaks of diagnosed influenza cases and the peaks of antibiotic utilization was indicated, especially for older age groups.

Keywords:
Adolescent Adult Age Distribution Aged Anti-Bacterial Agents/administration & dosage* Child Child, Preschool Disease Outbreaks* Drug Utilization Female Humans Incidence Influenza, Human/diagnosis Influenza, Human/drug therapy* Influenza, Human/epidemiology* Male Middle Aged Prescriptions, Drug/statistics & numerical data Probability Registries Retrospective Studies Risk Factors Sex Distribution Superinfection/drug therapy* Superinfection/epidemiology Superinfection/microbiology Sweden/epidemiology Time Factors

 

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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