Consumer advertising and doctors' prescribing

BMJ 2005; 330 doi: https://doi.org/10.1136/bmj.330.7503.1332-c (Published 02 June 2005) Cite this as: BMJ 2005;330:1332

Right patient, right treatment, right time

  1. Peter Davies, general practitioner (npgdavies@blueyonder.co.uk)
  1. 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 …

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