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Healthy Skepticism Library item: 36

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: book

Robinson J.
Prescription games: money, ego, and power inside the global pharmaceutical industry
Toronto: McClelland and Stewart 2001
http://www.amazon.co.uk/exec/obidos/ASIN/0771075685/qid=1124431439/sr=1-3/ref=sr_1_10_3/026-3368758-1517268

Keywords:
*analysis Canada United States doctors sales representatives gift giving selling prescribing information DTCA direct-to-consumer advertising attitude toward promotion drug company sponsored meals and travel ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS ETHICAL ISSUES IN PROMOTION: GIFT GIVING ETHICAL ISSUES IN PROMOTION: PAYMENT FOR MEALS, ACCOMODATION, TRAVEL, ENTERTAINMENT EVALUATION OF PROMOTION: DETAILING EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE VOLUME OF AND EXPENDITURE ON PROMOTION


Notes:

(Limited to the part of the book dealing with promotion.) This book deals with a variety of issues related to promotion including direct-to-consumer advertising, selling physicians’ prescribing information, sales representatives, doctors attitudes toward promotion and giving gifts to physicians

 

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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