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Healthy Skepticism Library item: 14651

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: news

Sales Through Retail Pharmacies (Twelve months to September 2008)
IMS Health 2008 Nov 22
http://www.imshealth.com/deployedfiles/imshealth/Global/Content/StaticFile/Top_Line_Data/Retail_Drug_Monitor_11_08.pdf


Full text:

NORTH AMERICA $225.4 billion up 2%
U.S.A. $208.1 billion up 1%
CANADA $17.2 billion up 7%
EUROPE (TOP 5) $117.3 billion up 3%
GERMANY $35.9 billion up 5%
FRANCE $31.4 billion up 2%
UK $16.7 billion down 2%
ITALY $17.6 billion up 2%
SPAIN $15.6 billion up 6%
JAPAN (including hospitals) $65.4 billion up 4%
LATIN AMERICA (TOP 3) $24.8 billion up 10%
BRAZIL $12.7 billion up 12%
MEXICO $8.9 billion up 4%
ARGENTINA $3.1 billion up 22%
AUSTRALIA/NZ $8.2 billion up 11%

The top 5 therapy classes at ATC3 level in the 12 months to September
2008 were:
1. C10A – Cholesterol & trigly. regulators
2. A2B – Antiulcerants
3. N6A – Antidepressants & mood stabilisers
4. N5A – Antipsychotics
5. N3A – Anti-epileptics

The top 5 products in the 12 months to September 2008 were:
1. Lipitor
2. Plavix
3. Nexium
4. Seretide/Advair
5. Enbrel

The top 5 corporations in the 12 months to September 2008 were:
1. Pfizer
2. GlaxoSmithKline
3. Novartis
4. AstraZeneca
5. Sanofi-Aventis

 

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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