What I liked most about "No Free Lunch" was the focus on actual research related
to how these promotions increase prescribing...even in the face of clear
research evidence that shows ineffectiveness of a given product.

There was one study that a pharmacy major did that looked at truth telling by
drug reps/ 12% of the claims made were absolutely false according to the PDR and
manufacturer inserts.

This kind of research shows how vulnerable MDs are and...how marketing gets
passed off as science.

Susan Keith-Hergert

PS. Interesting that Carol and I both happened into "No Free Lunch" at the same
time.

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