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Healthy Skepticism Library item: 6454

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

Scott DK, Ferner RE.
'The strategy of desire' and rational prescribing.
Br J Clin Pharmacol 1994 Mar; 37:(3):217-9


The most effective use of medicines is based on the rational analysis of their benefits, safety and costs. the most effective marketing of medicines may replace an appeal to reasoned analysis by an appeal to unconscious desires. This paper discusses the conflict between these two forces, and the need to redress the balance of their influences on prescribing.

*analysis/United Kingdom/quality of information/quality of information/quality of prescribing/promotional literature/Association of the British Pharmaceutical Industry/ABPI/EVALUATION OF PROMOTION: GENERAL QUALITY OF INFORMATION/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/REGULATION, CODES, GUIDELINES: DIRECT GOVERNMENT REGULATION/REGULATION, CODES, GUIDELINES: INDUSTRY SELF-REGULATION Advertising Cost-Benefit Analysis Ethics, Pharmacy Humans Prescriptions, Drug*


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There is no sin in being wrong. The sin is in our unwillingness to examine our own beliefs, and in believing that our authorities cannot be wrong. Far from creating cynics, such a story is likely to foster a healthy and creative skepticism, which is something quite different from cynicism.”
- Neil Postman in The End of Education