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Healthy Skepticism Library item: 8877

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

Schicke RK.
The pharmaceutical market and prescription drugs in the Federal Republic of Germany: cross-national comparisons.
Int J Health Serv 1973 Spr; 3:(2):223-36


Abstract:

Comparisons between the Federal Republic of Germany and other nations regarding pharmaceutical markets, prescription drug costs and consumption characteristics are presented. It was found that the pharmaceutical market is both limited by an inherently oligopolistic supply structure and modified by physician prescribing habits. The distribution system shows a tendency to supplier administered prices owing to a noncompetitive retail structure. High drug consumption levels may be partly attributable to higher levels of morbidity and demand for physician services in Germany compared with other countries. International expenditure data may be misleading due to the product price differences found in different nations.

Keywords:
Costs and Cost Analysis Drug Industry* Drug Utilization Economics Fees, Pharmaceutical* Germany, West Health Expenditures Humans Insurance, Health Insurance, Pharmaceutical Services Legislation, Drug Prescriptions, Drug* Professional Practice Quality Control Socioeconomic Factors Substance-Related Disorders

 

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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