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Healthy Skepticism Library item: 3950

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

Hershfield NB.
The ethics of physician-pharmaceutical company relationships
Canadian Medical Association Journal 1989; 140:10


Abstract:

The author is frequently asked to address small gatherings of physicians sponsored by drug companies. He has developed a set of rules for himself. Doctors must obviously work closely with industry but they also have to remain true to their own ethics. Perhaps the Canadian Medical Association should produce a set of guidelines on this issue.

Keywords:
*letter to the editor/Canada/conflict of interest/ conference speakers/ drug company sponsored meals and travel/ guidelines, discussion of/ETHICAL ISSUES IN PROMOTION: LINKS BETWEEN HEALTH PROFESSIONALS AND INDUSTRY/ETHICAL ISSUES IN PROMOTION: PAYMENT FOR MEALS, ACCOMODATION, TRAVEL, ENTERTAINMENT/PROMOTION DISGUISED: COMPANY SPONSORED SPEAKING TOURS AND CONFERENCE SPEAKERS/PROMOTION DISGUISED: SUPPORT FOR CME/REGULATION, CODES, GUIDELINES: HEALTH PROFESSIONAL ORGANIZATIONS

 

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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