Not What The Doctor Ordered
Patients may assume their doctors are intimately familiar with the drugs they prescribe. But doctors are busy people, and scanning the ads in medical journals is a quicker way to keep abreast of new treatments than poring over data from clinical trials. Various studies have found that ad campaigns help determine how doctors treat their patients. The new findings are enough to make you wish it weren’t true. Starting from the debatable assumption that prescription-drug ads should be more trustworthy than, say, toothpaste promotions, the UCLA researchers asked experts from appropriate fields to rate 109 ads in terms of educational value, scientific rigor and compliance with FDA standards....