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To the Editor: For at least a decade, many of the problems and solutions discussed by Dr Brennan and colleagues¹ have been a recurring theme in the medical literature.² It is appropriate to consider the equally vital issue of pharmaceutical advertising directed toward physicians. Although there is a difference in the manner in which advertising influences a target market vs perks focused on targeted individuals, the overall goal is the same: to influence judgment beyond objectivity.³

Academic medical centers have influence only within their campuses. Professional medical societies and journals, however, are able to reach a substantially larger audience. Medical leaders addressing pharmaceutical advertising to physicians would help modify a public perception of a sanctimonious medical profession in which the hand of academia preaches, while the other hand of the profession does otherwise.

Financial Disclosures: None reported.

Marvin E. Gozum, MD
gozum@computer.org
Department of Internal Medicine
Jefferson Medical College
Philadelphia, Pa

1. Brennan TA, Rothman DJ, Blank L, et al. Health industry practices that create conflicts of interest: a policy proposal for academic medical centers. JAMA. 2006;295:429-433. FREE FULL TEXT 2. Lexchin J. Interactions between physicians and the pharmaceutical industry: what does the literature say? CMAJ. 1993;149:1401-1407. ABSTRACT 3. Scott T, Stanford N, Thompson DR. Killing me softly: myth in pharmaceutical advertising. BMJ. 2004;329:1484-1487. FREE FULL TEXT

Letters Section Editor: Robert M. Golub, MD, Senior Editor.

JAMA. 2006;295:2845.

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