Consumer advertising and doctors' prescribing

doi:10.1136/bmj.330.7503.1332-a

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Doctors and patients alike need to be empowered by information to improve quality of care

Peter D Singleton, senior associate (peter.singleton@chi-group.com)

Judge Institute of Management, University of Cambridge, Cambridge CB2 1AG

EDITOR—The most interesting result from the study reported by Gottlieb is not that patients' requests influence the choice of treatment, which is good to hear, but that minimal acceptable care was given in only 56% of cases where the patient made no request for drugs (general or specific).1 Given type 1 and type 2 errors,2 advertising directly …