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Healthy Skepticism Library item: 8873

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

Thompson AWS.
Prescribing of hypnotics and tranquilizers in New Zealand
Pharm J N Z 1973 Apr; 35:15-18


Abstract:

The prescribing of hypnotics and tranquilizers in New Zealand is discussed in terms of promotion and percentages of the population taking a hypnotic on an average night. It was discovered that married women (or separated, widowed, or divorced) were getting almost exactly twice as many prescriptions of any kind as were adult males. They also were getting twice as many sleep prescriptions. In addition, despite their consumption of tranquilizers, married women doubled their use of hypnotics, and the contrast between them and unmarried women was pronounced. The power of promotion of hypnotics is discussed. The first decade of the tranquilizer boom has been accompanied by a doubling in the per capita use of hypnotics.

 

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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