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Manufacturing consensus.

David Healy1

  • 1North Wales Department of Psychological Medicine, University of Wales College of Medicine, Hergest Unit Bangor, Wales LL57 2PW, UK. healy_hergest@compuserve.com

Culture, Medicine and Psychiatry
|June 29, 2006
PubMed
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Pharmaceutical companies market costly drugs by enlisting academics to create favorable guidelines, despite FDA findings. This paper examines how academic consensus is manufactured, using selective serotonin reuptake inhibitor (SSRI) marketing as a case study.

Area of Science:

  • Pharmaceutical Marketing
  • Medical Ethics
  • Health Economics

Background:

  • The Food and Drug Administration (FDA) prohibits claims of superiority for new drugs over cheaper competitors.
  • Pharmaceutical companies face challenges marketing expensive medications without direct comparative claims.

Purpose of the Study:

  • To explore how pharmaceutical companies manufacture academic consensus to promote costly drugs.
  • To provide a case study of selective serotonin reuptuptake inhibitor (SSRI) marketing controversies.

Main Methods:

  • Analysis of pharmaceutical marketing strategies involving academic experts.
  • Examination of the process from raw clinical trial data to published studies.
  • Case study focusing on SSRI drugs for adolescent depression.

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Main Results:

  • Academics are enlisted to form expert panels and participate in exercises to demonstrate cost savings from newer, more expensive drugs.
  • Medical writing influences the interpretation of clinical trial evidence, creating 'infomercials' for new drugs.
  • This process can manufacture an apparent academic consensus supporting drug marketing.

Conclusions:

  • Pharmaceutical companies employ sophisticated strategies to create favorable perceptions of their products.
  • The manipulation of academic consensus and published data raises ethical concerns in drug marketing.
  • The marketing of SSRIs for adolescent depression exemplifies these controversial practices.