Improve pharmaceutical prescribers’ understanding of techniques of pharmaceutical promotion and Improve prescribers’ critical appraisal of evidence

Readers' comments:

"An excellent publication and exposure of advertising gimmicks."

"Excellent publication. Useful insight in to how we are manipulated by adverts."

"I find it excellent in making me think about what I read & how this influences my prescribing."

"Re all adverts: I don’t read any of them, consciously at least but when I read you descriptions I can often picture the advertisement but not the slogan." (HS had explained that advertising may work subconsciously.)

"1) Makes me realize how misleading ads are, but they all sound so good. 2) Educates me and makes me think."

"Gives more insight into decision making."

"Good comments on RRR vs absolute RR."

"I like the approach of looking at drug company advertising indepth, to make sure their headline claims are substantiated - & as shown most often they are not."

"Very useful to get the evidence supporting or not from a more indifferent source. Changes my perspective of advertisement messages which have "slipped into my psyche". I always read the whole thing!!"

"Given the free market we live in, we as providers of services have a responsibility to assess things critically. Given that these companies are trying to make a profit, it is not surprising the advertising may be slanted. Your sheet helps us keep our critical faculties operating."

"Good to get brief info on the trials claimed to give evidence to support drugs. I usually don’t pay a lot of attention to adverts but drug reps can be persuasive."

"Excellent objective analysis of the antibiotics advertised! I suspect we have no idea of how the subliminal stuff effects our prescribing. I would strongly support continuing circulation to all GPs."

"I am concerned that the references given are not helpful (I would not normally go to the references but could be influenced by the fact they are presented with the advert."