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Healthy Skepticism Library item: 20000

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

Pickett FA
Misrepresentation of Scientific Studies Misleads Professional Caregivers
Dentition 2012 Feb; 1:(1):14-19
http://www.thedentition.com/ojs/index.php/dent/article/view/3/19


Abstract:

Oral health professionals are scientists, and are expected by patients to use science as a basis for answering clinical
questions, and for developing treatment plans based on reliable science. Patients expect to receive transparent
and accurate information regarding oral health. It is the obligation of oral healthcare professionals to be a reliable
resource. This cannot occur if the clinician does not understand how to assess the reliability of clinical study design
nor to interpret statistical information. This article presents examples of misrepresentations of product information to
illustrate this disturbing action. Basic information on applied statistical science are defined.

Keywords:
Evidence based science, bias, study design

 

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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963