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Healthy Skepticism Library item: 9643

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

Commodity generic sales in 1985 grew 50% over 1984, says report on generic drug industry
American Journal of Hospital Pharmacy 1986 Jul; 43:1644


Abstract:

A 2 volume report by Scitec Services was briefly summarized which reported that commodity generic prescription drug sales grew by as much as 50%, to $1.2 billion in 1985, over 1984 sales of approximately $800 million. Generic Drug Industry: Annual In-Depth Review and Report analyzes growth in sales and market share by generics and predicts future growth patterns. It notes the strategies generic companies will need to maintain their strength and the steps being taken by the pioneer sector (research-oriented companies that develop drug products consisting of new chemical entities) in response to the growth of generics.

 

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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