Stop the Drug Industry Swag

http://www.latimes.com/news/printedition/california/la-ed-stanford16sep16,1,4643088.story?coll=la-headlines-pe-california

Stop the Drug Industry Swag
Stanford sets the pace for curbing pharmaceutical companies' influence
on doctors.
September 16, 2006


WHEN A PATIENT GETS a prescription from her doctor, she shouldn't have
to worry that the drug was selected because of a pharmaceutical
company's marketing skills. That's why Stanford University Medical
Center's announcement this week that it's no longer allowing physicians
to accept gifts from pharmaceutical sales representatives is so
refreshing. No more free lunches. No drug samples. Not even those cute
mugs. It's an austere measure that other medical centers should follow.

The relationship between pharmaceutical companies and physicians -
their protestations to the contrary - is uncomfortably close. The
drug industry doles out $21 billion a year in marketing (90% directed
at physicians), far more than it spends on consumer advertising. And
it's often money well spent; studies have shown that even small gifts
increase doctors' sense of obligation to pharmaceutical makers,
especially free drug samples that clearly sway decisions to stick with
expensive medications that often aren't any more effective than cheaper
competitors.

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The drug industry says such bans, which also have been enacted in the
last two years by Yale University and the University of Pennsylvania,
will make it more difficult for doctors to interact with and learn from
sales representatives. This is true. But so what? Drug reps typically
keep physicians up to speed on pharmaceutical pipelines and medical
research, something research shows doctors don't do enough on their
own. But physicians, who control patients' lives with their decisions,
must be held to the highest ethical standards possible to ensure that
those decisions are based on the best empirical knowledge, not personal
gain or social proximity.

Stanford's decision also is further proof that voluntary drug industry
guidelines aren't working, as if that is a surprise. After threats from
Congress to crack down on industry swag, manufacturers agreed in 2002
to limit gifts to those of "modest value." Still, companies continue to
spend millions flying physicians to winter conferences in Hawaii and
throwing lavish parties. Meanwhile, sanctions against doctors who
accept forbidden costly gifts are rare. Considering the supply isn't
likely to stop anytime soon, hospitals should follow Stanford's lead
and cut the demand with similar bans.

This won't be cheap. Stanford estimates that making up for all those
"free" lunches and drug samples could cost the medical center millions.
But when it comes to patient safety, and the fundamental importance of
trusting your doctor for impartial information, it's money well spent.

****************

Way to go Stanforf!!!!! Finally, someone who understands what
professional credibility means.

TC

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