Intended for healthcare professionals

Rapid response to:

Education And Debate

Who pays for the pizza? Redefining the relationships between doctors and drug companies. 1: Entanglement

BMJ 2003; 326 doi: https://doi.org/10.1136/bmj.326.7400.1189 (Published 29 May 2003) Cite this as: BMJ 2003;326:1189

Rapid Response:

What's the prognosis, doctor?

I am not very surprised by the findings presented in "Who pays for
the pizza?" If advertising didn't work, companies wouldn't spend
millions on it. From my friends in the ad world, face to face
encounters and 'friendly gestures' are key pieces of successful ad
campaigns.
Several writers have suggested that we, as highly intelligent
professionals, can resist such marketing techniques. That is a
conclusion that may be right for an individual but is not
generalizable to the population as a whole. The evidence
presented by Mr. Moynihan seems strong and deserves our
attention. When the prognosis could be serious, it is imprudent to
ignore early signs and symptoms.

Competing interests:  
I am a member of the
housestaff union, JCIR.

Competing interests: No competing interests

05 June 2003
Steven Murphy
Family Medicine resident
Harbor-UCLA Medical Center, 90501