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Healthy Skepticism Library item: 13687

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

Cassels A, Lexchin J.
How well do Canadian media outlets convey medical treatment information?
Open Medicine 2008; 2:(2):epub
http://www.openmedicine.ca/article/view/170/131


Abstract:

Initial findings from a year and a half of media monitoring by Media Doctor Canada

The popular media play a crucial role in communicating information about health treatments. By informing the public about new research findings, they can affect how medical treatments are perceived1 and, in so doing, influence their use.2 Although some medical reporting is driven by public interest, many stories are prompted by companies, universities and research groups who are promoting their work and hope to get favourable coverage of it from major media outlets.3-5 A recent analysis by public relations specialists argues that the shift from traditional advertising to public relations is one of the most dramatic changes in the marketing field in decades and has come about because of the perceived superiority of this approach.3…


Notes:

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What these howls of outrage and hurt amount to is that the medical profession is distressed to find its high opinion of itself not shared by writers of [prescription] drug advertising. It would be a great step forward if doctors stopped bemoaning this attack on their professional maturity and began recognizing how thoroughly justified it is.
- Pierre R. Garai (advertising executive) 1963