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Healthy Skepticism Library item: 18972

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

Ellis O
Senior pharmaceutical figure calls on industry to improve its image
BMJ 2010 Nov 24; 341:
http://www.bmj.com/content/341/bmj.c6733.extract


Abstract:

The former medical director of the drug company Wyeth UK has called on the industry to improve its reputation among doctors and to get more involved in training them.

David Gillen, who is now head of international medical affairs at Gilead Sciences, told the annual symposium last week of the Faculty of Pharmaceutical Medicine of the Royal Colleges of Physicians of the UK that academia, the NHS, and the drug industry should collaborate more.

“Trust needs to happen again,” he said. “Fundamentally most of us in this room represent industry, and fundamentally most of us …

 

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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