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Healthy Skepticism International News

August 2002

AN UNHEALTHY ALLIANCE: A discourse analytic study of General Practitioners and Pharmaceutical…

August - October 2002 Vol 20 No 8-10

AN UNHEALTHY ALLIANCE:

A discourse analytic study of General Practitioners and Pharmaceutical Representatives, Gifts and Samples

TABLE OF CONTENTS

ABSTRACT                                                                    iv

DECLARATION                                                                vi

ACKNOWLEDGEMENTS                                                       vii

CHAPTER ONE: INTRODUCTION                                            1         Pharmaceutical Promotion

1.1.1.      General Overview

1.1.2.      The Influence of Pharmaceutical Promotion on Prescribing

1.2         Medical Ethics

1.3         Ethical Dilemmas


CHAPTER TWO: METHODOLOGY                                        22

2.1         Discourse Analysis

2.2         Collection of Data

2.3         Analysis Procedure

2.4         Methodological Issues

2.5         Analysis Outline

CHAPTER THREE: ANALYSIS AND DISCUSSION                      30

3.1         The ‘Business’ Repertoire

        3.2         The ‘Information/Knowledge’ Repertoire

        3.3         Discussion

REFERENCES                                                                  59

APPENDICES:                                                                67

A:        Information Letter                                                    

B:        Consent Form                                                        

C:        Focus Group Information Sheet                                  

D:        Focus Group Questions and Issue Statements                    

E:        Transcript Notation                                                  

F:        MaLAM                                                            

G:        AMA Position Statement: Code of Ethics                        

H:        ‘Business’ Repertoire Extracts                                        

I:        ‘Information/Knowledge’ Repertoire Extracts

 

 

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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963