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Healthy Skepticism AdWatch (Italia)

AdWatch svela gli strumenti di logica, psicologia e farmacologia utilizzati nella pubblicità dei farmaci (AdWatch illuminates the logical, psychological and pharmacological techniques used in drug advertisements.)

settembre (September) 2009

Lescol (fluvastatin) from Novartis

Il doppio messaggio della pubblicità.
(Double meanings in drug advertising.)

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dicembre (December) 2006

Avelox (moxafloxacin) from Bayer

"Use the best first". Come l'industria farmaceutica disinforma i Medici di Famiglia: un esempio a proposito di terapia antibiotica delle alte vie respiratorie
("Use the best first". How family doctors can be misled by drug companies: an example concerning antibiotic therapy for upper respiratory tract infections.)

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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