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Healthy Skepticism Library item: 6839

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

Armstrong K, Schwartz JS, Asch DA.
Direct sale of sildenafil (Viagra) to consumers over the Internet.
N Engl J Med 1999 Oct 28; 341:(18):1389-92
http://content.nejm.org/cgi/content/extract/341/18/1389


Abstract:

The authors conducted a systematic search of the World Wide Web to identify all sites that were selling sildenafil directly to consumers and analyzed information on the sites as to the geographic origin of the Web site, the cost of the service and the drug, and whether it provided information about sildenafil, requested information from consumers, provided disclaimers and warnings and required a medical consultation (review of information about medical history by a physician).

Keywords:
*analytic survey/United States/Viagra/Internet/quality of information/safety & risk information/EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING/PROMOTIONAL TECHNIQUES: INTERNET ADVERTISING 3',5'-Cyclic-GMP Phosphodiesterase/antagonists & inhibitors* Commerce/standards Commerce/statistics & numerical data* Humans Impotence/diagnosis Impotence/drug therapy* Internet/standards Internet/statistics & numerical data* Male Medical History Taking/statistics & numerical data Office Visits Phosphodiesterase Inhibitors* Physician's Practice Patterns/statistics & numerical data Piperazines* Prescriptions, Drug/standards Prescriptions, Drug/statistics & numerical data* Questionnaires Research Support, U.S. Gov't, P.H.S. United States

 

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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