NOTA SOBRE O AUTOR

José Augusto Cabral Barros

Professor adjunto de Medicina Social do Centro de Ciências da Saúde,
da Universidade Federal de Pernambuco; doutor em Saúde Pública pela
Universidad Autónoma de Barcelona; mestre em Medicina Preventiva e
Curso de Especialização em Saúde Pública na Universidade de São Paulo. Fez
estágio de pós-doutorado no Ministério de Sanidad y Consumo de España e
tem inúmeros artigos, crônicas e livro na área de Farmacoepidemiologia.
Tem militado na Health Action Internacional (HAI) e é um dos fundadores
da Sociedade Brasileira de Vigilância de Medicamentos.

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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

Polí­ticas Farmacêuticas: a Serviçodos Interesses da Saúde?

NOTA SOBRE O AUTOR

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Políticas Farmacêuticas: a Serviçodos Interesses da Saúde?