Doctors, when surveyed, say they are opposed to the very idea of skewing their prescribing practice in favor of companies giving them money. The problem is, they still take lots of money in the form of honoraria, speaking fees, research grants, and outright gifts from pharmaceutical and medical device companies. Research suggests they can then fail to recognize that they've been influenced. Reciprocity is a part of human nature, and field studies have shown that doctors change their practices to reciprocate gifts and favors. (Faye Flam, Bloomberg News)
