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EDITOR'S CHOICE: Fiona Godlee Winning hearts and minds BMJ 2005; 330: 0-g [Full text]

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At last a creative response to the Pharmaceutical Industry

F C Gray Southon   (27 May 2005)

At last a creative response to the Pharmaceutical Industry 27 May 2005
F C Gray Southon, Honorary Research Fellow University of Auckland, New Zealand Send response to journal: Re: At last a creative response to the Pharmaceutical Industry	The article 'Winning Hearts and Minds' is a refreshing relief from the demonisation of the pharmaceutical industry that has predominated to date. Regardless of behaviour, to demonise such a powerful force within the industry is clearly dysfunctional. However, much more needs to be done to fully exploit their capabilities. Overall, the industry has by far the most extensive indepth knowledge of the way that the industry functions, on scientific, professional and systemic levels. It also has superior means of influencing the system, with their marketing infrastructure, research programs, sponsorship and lobbying activities. We need to bring this enormous capability to the constructive development of health services, otherwise it is likely to be used against us. However, to do this will require some substantial shifts in thinking. Competing interests: None declared