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vi Introduction Acknowledgments Contents 1 2 3 4 5 6 7 8 9 ix 1 11 24 37 53 66 82 93 106 119 PART ONE THE LIMITS OF COMMERCIAL INTERESTS PART TWO MARKETING TO HEALTHCARE PROFESSIONALS Introduction Ethics and For-Profit Business e Pharmaceutical Industry and Its Stakeholders Drug Companies and Healthcare Professionals: e Ethics Agenda Medical Professionalism and Scientific Integrity e Industry’s Code: Not Good Enough Drug Samples: e Most Important Gifts Marketing Is Not Objective Education Medical Education: Industry at Arm’s Length Clinical Research and the Limits of Commercial Interests vii Introduction Notes Index 185 199 PART THREE MARKETING TO THE PUBLIC 10 11 12 143 157 170 182 Citizens and Consumers Direct-to-Consumer Advertising: Conflicting Interests Direct-to-Consumer Advertising: Better Is Better Conclusion viii Introduction ...

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