Healthy Skepticism Library item: 19773

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Magazine

Arnot D
GPs not immune to marketing at CPD events
Medical Observer 2005 Nov 11

Full text:

EDITOR: Professor Deborah Saitman’s article. ‘Don’t criticise GPs for efficient learning’ (Opinion, 21 October), labours under contradiction and misplaced metaphor, making it difficult to deduce whether her intent is to condemn or defend drug-sponsored ‘fine food CPD’. Some assertations, nonetheless, warrant challenge.
Professor Saitman asserts doctors wouldn’t attend educational events for a swish. Over the past 10 years in general practise, I have attended quite a few CPD events at expensive venues and shared guilty chuckles with many a tablemate at the predictable discrepancy between the lush fare provided by the pharmaceutical company and the paltry education value of the evening.
Professor Saitman also states that she knows of no other profession apart from cooks and food critics who would “chose to work to improve themselves while… eating”.
However, other professions do undertake continuing improvement improvement, often mandatory, and often outside of paid work hours. Doctors are not alone in facing trying circumstances.
The medical profession, however is not alone in allowing (and expecting) our CPD to be paid for by parties with conflicting interests.
A dentist pays around $3000 a year for professional improvement courses (and no, the principle doesn’t charge more just because they earn more than we do).
Other industries are wined, dined and “educated” by trade sales representatives, but they recognise this for what it is – product marketing and a sales pitch, designed to influence rather than illuminate, as in all advertising.
We need to stop deluding ourselves that because we are ‘smart guys’ we are immune to the influence that exposure to marketing creates.
What we absorb at product marketing meetings we take back to the consulting room and inflict on our patients. They should, and do, expect better.
Dr Dean Arnot
Kew, Victoria