A more sinister approach via software
In Australia, >70% of General Practitioners use a software package
health record keeping that is sponsored by the pharmaceutical industry.
Whenever a prescription is printed, a banner ad occupies the screen for
several seconds. Some advertisements appear context sensitive to the
current prescription and patient.
If we assume that the conclusion of this issue's BMJ hot topic is
- namely that prescription habits are largely influenced by advertising as
opposed to peer reviewed published evidence, then we have a situation
where marginal cost savings to the GP in the form of sponsored
software may create a more considerable cost increase to the public
health system through induction of irrational prescribing habits. Small
savings costing the nation dearly.
Competing interests: No competing interests