Consumer advertising and doctors' prescribing

doi:10.1136/bmj.330.7503.1332-c

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Right patient, right treatment, right time

Peter Davies, general practitioner (npgdavies@blueyonder.co.uk)

Shelf Health Centre, Halifax, West Yorkshire HX3 7PQ

EDITOR—Braithwaite issues an interesting challenge in his personal view on axioms governing health sytems.1 Collins shows how companies moving from good to great do so by developing a “hedgehog” principle.2 The hedgehog principle is that great companies do repeatedly what they are good at and that they stop doing anything they are not good at, no matter how worth …