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Paul Sackin
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The authors of this article(1) demonstrate that a careful educational intervention for doctors can lead to improved care for patients. Yet their study left me with disquiet: 1) A costly educational intervention was only shown to improve
management in one small area of general practice. Paul Sackin Possible competing interest: I am assistant editor of the Journal Education for General Practice. 1 Fender GRK, Prentice A, Gorst T, Nixon RM, Duffy SW, Day NE, Smith SK. Randomised controlled trial of educational package on management of menorrhagia in primary care: the Anglia menorrhagia evaluation study. BMJ 1999; 318:1246-1250 |
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Michael Dawson
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Editor In the paper by Fender et al, is it not striking that the principles of academic detailing summarised in the box on p.1247 are exactly what pharmaceutical company representatives are striving for in promoting their particular products to practitioners? The conclusion, that "this study used techniques that significantly influence behaviour..." is therefore nothing new to drug reps. They aim to sustain the changes by reinforcing any messages with repeat visiting, offering free pens and sponsoring meetings. We may all claim to be uninfluenced by these visits but here by inference is more evidence to the contrary. Is this study a recommendation for gamekeepers to turn to poaching? Michael Dawson GP Tutor Stirchley Medical Practice Sandino Road Stirchley Telford TF3 1FB |
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