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Healthy Skepticism Library item: 2976

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

Walton H.
A case for medical journal advertising
Medical Marketing & Media 1978 Aug; 13:37-43


Abstract:

A countrywide sample of 600 private practice physicians, stratified by specialty, made a total of 22,500 observations of 225 medical journal ads for 147 different products. Among the responses recorded were each respondent’s recollection of the ads and an affirmation or denial of prescribing activity in the month prior to the interview. The findings provide convincing evidence that prescribers are relatively more abundant among those who recall journal advertisements than among those who do not.

Keywords:
*analytic survey/United States/journal advertisements/ad recognition/analysis of prescribing pattern/EVALUATION OF PROMOTION: JOURNAL ADVERTISEMENTS/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS

 

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Far too large a section of the treatment of disease is to-day controlled by the big manufacturing pharmacists, who have enslaved us in a plausible pseudo-science...
The blind faith which some men have in medicines illustrates too often the greatest of all human capacities - the capacity for self deception...
Some one will say, Is this all your science has to tell us? Is this the outcome of decades of good clinical work, of patient study of the disease, of anxious trial in such good faith of so many drugs? Give us back the childlike trust of the fathers in antimony and in the lancet rather than this cold nihilism. Not at all! Let us accept the truth, however unpleasant it may be, and with the death rate staring us in the face, let us not be deceived with vain fancies...
we need a stern, iconoclastic spirit which leads, not to nihilism, but to an active skepticism - not the passive skepticism, born of despair, but the active skepticism born of a knowledge that recognizes its limitations and knows full well that only in this attitude of mind can true progress be made.
- William Osler 1909