Key opinion leaders: independent experts or drug representatives in disguise?

doi:10.1136/bmj.39575.675787.651

BMJ 2008;336:1402-1403 (21 June), doi:10.1136/bmj.39575.675787.651

Feature

Drug marketing

Key opinion leaders: independent experts or drug representatives in disguise?

Ray Moynihan, visiting editor, BMJ

¹ University of Newcastle, Newcastle, New South Wales, Australia

Ray.moynihan@newcastle.edu.au

10.1136/bmj.a17910.1136/bmj.a157

Ray Moynihan examines the role of the influential experts paidby industry to help "educate" the profession and the public

The first 150 words of the full text of this article appear below.

In the world of medicine, "key opinion leader" is the somewhatOrwellian term used to describe the senior doctors who helpdrug companies sell drugs.¹ These influential doctors are engagedby industry to advise on marketing and help boost sales of newmedicines. Across all specialties, in hospitals and universitieseverywhere, many leading specialists are being paid generousfees to peddle influence on behalf of the world’s biggestdrug companies.

Kimberly Elliott, who was a drug company sales representativefor almost two decades in the United States, puts it directly."Key opinion leaders were salespeople for us, and we would routinelymeasure the return on our investment, by tracking prescriptionsbefore and after their presentations," she said. "If that speakerdidn’t make the impact the company was looking for, thenyou wouldn’t invite them back."

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View the first of two video clip interviews with Kimberly Elliot

From the age of . . . [Full text of this article]

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Rapid Responses:

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The clueless KOL: Adriane Fugh-Berman
bmj.com, 21 Jun 2008 [Full text]
Experts and female health: Juan G�rvas
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KOLs � Devils or Angels?: R. Hamish McAllister-Williams
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Key Opinion Leaders may play either role.: Alexander SD Spiers
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Is this Conspiracy?: Josep A. Mungai
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Re: KOLs � Devils or Angels?: Paula J Whittaker
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Re: Re: KOLs � Devils or Angels?: Joseph A Sonnabend
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KOL and disclosure: Alun L Edwards
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KOL Beware of Liabilities: Eric K Pritchard
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