There are numerous ways to make a bad
For the purpose of this article, the phrase,
The tips, arranged in no particular order, are effective in spotting glaring omissions of evidence, misrepresentations, and outright lies. However, many marketers have become quite skilled in the art of statistical illusion, fooling even those of us with extensive experience in statistical analysis.
What does this mean for you? Use the six tips from How to Spot a Bad Pill as part of your own overall assessment and not as a definitive evaluation. A "good"
With that quick disclaimer, let's get started...
Bad Pill Tip #1 -- References
Match each claim cited with a reference. The reference should be clear and include the author's name, the location of the study, primary sponsor, title of study, publication source, year, volume, and pages.
A solid claim made for a
Lets look at two different claims. The first one is NOT a solid science claim..."Amazing New
Instead, here is a claim well grounded in science...
"The percentage of
Notice the reference is clearly cited and displayed by the number 6. This is identifying the 6th listing on the reference page as the source. This brings up a related topic about the reference page. All ads and websites should have a reference page.
As a matter of fact, the reference page is more valuable than the testimonials. It is a list of the actual studies used to make a case in favor of a
To see an example of a reference page, use this link,
Bad Pill Tip #2 -- Mechanism of Action
Verify how the
Bad Pill Tip #3 -- Author
Verify the primary author referenced to make the best claim or the author referenced for making most of the claims. Verify, in this case, means to check the reference as "real" and also test the "marketer" for how accessible the information is to get and review.
Bad Pill Tip #4 -- Subjects
Investigate the number of subjects that have been tested using the
When isolating one study, the number of subjects needed to produce reliable results depends on several factors. I suggest looking through the information provided to you for references to choosing the right number of subjects. If they take the time to write about it in their official study report, then, most likely, they had the best possible number of subjects.
In general, if you're reviewing one study measuring one variable, you would like to see at least 50 subjects (n=50). However, we often lower this standard given the difficulty in recruiting for studies.
Bad Pill Tip #5 -- Side Effects
A well designed, unbiased study does not hide reported side effects (also called adverse events). This should be as easy to find as the headline of the sale copy or the order form. If it's hidden, stay away from that
Bad Pill Tip #6 -- Help
If all else fails and you just can't call it a good or bad pill, call your health care provider. Let the person answering the phone know exactly what it is you need. Say something like, "I need feedback on a new
Personalize the reason for needing the information and the response time will triple. Since you made it clear you're considering taking the pill, they will get back to you fast to avoid any adverse event. If they don't, consider finding a new health care provider.
Obviously, there are several other areas to critique a
Not passing just one of the tips is enough to label it as a bad
To Healthy Living!
Michael A. Smith, MD
Diet Basics Website and Resource