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Healthy Skepticism Library item: 16987

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

Barrington KJ
Drug firm conflicting interests: If only industry funded trials were as well done as the WHI
BMJ 2009 Dec 31; 339:
http://www.bmj.com/cgi/content/extract/339/dec31_1/b5655


Abstract:

Lawton shoots himself in the foot when he uses the women’s health initiative study as an example of a non-industry funded study that deviates from good standards.1 Unlike many industry funded studies this enormous and extremely complex trial had impeccable standards. The protocol was published in great detail, including details of the data safety monitoring procedures, and the trial was stopped because the design-specified weighted log rank test statistic for breast cancer (z=–3.19) crossed the designated boundary (z=–2.32). There was no post hoc change in the significance level as claimed, and breast cancer was one of the end points of the study from the start, as can be seen in the protocol published in 1998, the trial being stopped in 2002. Such transparency in study design is unfortunately rare for industry funded studies, in which changes in outcomes or analyses or simply a decision not to . . .

 

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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