Phil B.FontanarosaMD, Deputy EditorIndividualAuthorStephen J.LurieMD, PhD, Contributing EditorIndividualAuthor
In Reply: As suggested by Dr Howard and Dr
Edwards, the relationship between physicians and the pharmaceutical industry
extends to the advertising found in journals. Avorn et al1
examined the impact of this interaction by surveying physicians on their perception
of 2 drugs for which commercial messages about efficacy differed substantially
from scientific sources. They found that, although most physicians report
paying little attention to drug advertising and pharmaceutical representatives,
their answers revealed their receptivity to commercial sources. Such findings
are worrisome, but unfortunately, there are few studies looking at this interaction.
Nonetheless, several journals have made it their policy not to allow advertisements
related to medicine in their publications.
Wazana A. Gifts to Physicians From the Pharmaceutical Industry—Reply. JAMA. 2000;283(20):2655-2658. doi:10.1001/jama.283.20.2653