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Healthy Skepticism Library item: 3996

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

Logarta JD.
Generics revisited: an overdose of expectations
Drug Monitor 1989 Apr; 4:(4):49-54


Abstract:

(Limited to parts dealing with promotion.) Aggressive marketing drives by drug companies, including misleading advertising and wooing the loyalty of physicians through all expenses paid “seminars” and other perks, have distorted drug consumption patterns.

Keywords:
*analysis/Philippines/developing countries/doctors/quality of information/quality of prescribing/promotion costs and volume/EVALUATION OF PROMOTION: GENERAL QUALITY OF INFORMATION/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AND HEALTH NEEDS: PROMOTION IN DEVELOPING COUNTRIES

 

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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