Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Standard view
Full view
of .
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
Brain Attack by Dr Romesh Senewiratne (1999)

Brain Attack by Dr Romesh Senewiratne (1999)

Ratings: (0)|Views: 46|Likes:
An essay examining drug company advertising by Australian GP Romesh Senewiratne
An essay examining drug company advertising by Australian GP Romesh Senewiratne

More info:

Published by: Dr Romesh Senewiratne-Alagaratnam on Oct 31, 2011
Copyright:Traditional Copyright: All rights reserved


Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less





In an effort to analyse and understand the medicaladvertising industry, I have deliberately avoided informingthe pharmaceutical industry about my postal or personaladdress for several years. When I resumed general practiceearlier this year, however, they discovered my postal addressand since then I have received more and more drugpromotional mail. Some of this is personalised, but none of itis personal. I have refused to work for the pharmaceuticalindustry for as long as I have been a family physician. I do notbelieve that one can serve the pharmaceutical industry andthe health interests of the public at the same time. I also donot think that medical education and research should servepharmaceutical interests rather than the health and
wellbeing of the world’s population, so I was disturbed by the
brain attack I received in the mail today.
Today’s mail contained the following items:
A pl
astic envelope containing a copy of the “Australian Doctor” subtitled “TheIndependent Weekly Newspaper for Australian GPs”, with several glossycoloured enclosures, and a front cover sheet addressed to “DR RB
VIC 3161”.
A copy of the “MIMS ISSUE NO.5 1999”, wrapped in a glossy envelope thatdoubled as an ad for “New PriTor” from “Glaxo Wellcome”, with a cover noteaddressed to “Dr R B Senewiratne, Melbourne Wholistic Medicine, 257 Tucker
Road, ORMOND” where
I worked doing general practice sessions for most of this year.
An offer from Parke-
Davis “Neurology Care” to send me some “Parke DavisEpilepsy Education” regarding epileptic patients’ fitness to drive with a
out glossy enclosure titled “epilepsy, driving and safety”.
An offer from Schering to send me “excellent resources on treatment andmanagement along with practical education and support services”, should Ihave a particular interest in Multiple Sclerosis (MS) and specifically if I am “
general practitioner out of every twenty managing a Betaferon patient”.
A separate plastic envelope containing the “MIMS Supplement No.3 1999Annual” introducing “Celebrex” for arthritis treatment and Micardis/Pritor, a“new angiotensin II receptor
antagonist for mild to moderate hypertension”,enclosed with a A5 sized booklet described as a “MIMS Product Review”introducing “Clopidogrel: Plavix” credited to “Dr Greg Conner, Vascular
Physician, Darlinghurst, NSW; Professor Geoffrey Donnan, Department of 
Neurology, Austin Hospital, Heidelberg, Victoria; and “Dr Andrew Taylor, HeartCentre, Alfred Hospital, Prahran Victoria”.
 The last of these five items contained an A5 sized glossycovering letter which reads as follows:
“Dear Doctor,
 We are pleased to announce an important advance for yourpatients at risk of myocardial infarction (MI) and ischaemicstroke and vascular death: New PLAVIX®.
“PLAVIX® is indicated for the prevention of vascular ischaemia
associated with atherothrombotic events (myocardialinfarction, stroke, vascular death) in patients with a history of symptomatic atherosclerotic disease.
“This new ADP receptor antagonist provides a targeted
mechanism of action specifically designed to prevent thrombusformation that causes MI and ischaemic stroke.
“In fact, in the landmark CAPRIE trial of 19,185 patients,
PLAVIX® provided an 8.7% relative risk reduction (p=0.043) of vascular ischaemic events, over and above the 25% riskreduction of vascular ischaemic events accepted to beprovided by aspirin.
“Based on the CAPRIE trial and Antiplatelet Trialists’
Collaboration meta-analysis, aspirin can be expected toprevent 19 ischaemic events for every 1000 patients treatedper year. In contrast, PLAVIX® can be expected to prevent 24ischaemic events for every 1000 patients treated per year, a26% difference.
“In addition, PLAVIX offers your patients with
atherothrombosis a favourable safety profile with improvedgastrointestinal safety and gastric tolerability (significantlylower incidence of gastric bleeding and GI ulcers than aspirin),(p<0.05). With one 75 mg tablet, once daily dosage, PLAVIX® isconvenient and easy to use.

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->