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Healthy Skepticism Library item: 8847

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

Mant A.
Determinants of prescribing of psychoactive drugs by general practitioners.
Med J Aust 1975 Jun 14; 1:(24):743-9


Abstract:

Precise data on levels of prescribing of psychoactive and other drugs by general practitioners have recently become available in Australia (Rowe, 1973a, b; Bridges-Webb, 1972). However, there has been little or no research into possible determinants of prescribing behaviour, for example, age, social background, work load, the nature of the practice, education and colleague networks. Nor have the attitudes, expectations, values or information levels of general practitioners been studied. The overseas literature in this field is confusing and scanty. There would seem to be good reason to investigate these aspects in Australian practices. A pilot study carried out in Canberra in 1972 suggests that a short structured questionnaire administered in a face-to-face interview could provide the necessary data.

Keywords:
Age Factors Attitude of Health Personnel Attitude to Health Australia Drug Industry Education, Medical Education, Medical, Continuing Family Practice*/education Interprofessional Relations Pharmacology/education Physician-Patient Relations Prescriptions, Drug* Psychotropic Drugs*

 

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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