If medical bookish mans like Jonathan Pak represent the coming of medicine.

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If medical bookish mans like Jonathan Pak represent the coming of medicine, the pharmaceutical industry's multi-billion dollar marketing machine may be in concern

Pak is saying "no" to all the goodies physic companies lavish on the medical profession, beginning in m institute

The third-year fane University student refuses free lunches at his Philadelphia hospital. He won't accept at liberty textbooks or stethoscopes, or uniform pens advertising brand-name drugs. The sty Pak uses says "PharmFREE."

Pak pledge of loves that when he becomes a doctor, he won't have any dealings with physic reps. In the meantime, he is participating in a counter-marketing campaign. Pak and other m scholars are visiting doctors' offices and urging physicians to learn about physics from objective scientific sources, rather than from medicine reps.

"We've been highly well-received," Pak said.

The counter-marketing campaign is being trip by the American Medical bookish man Association, which is meeting this week at the Palmer House Hilton.

While still a minority, a growing number of medical close examiners are rejecting industry marketing. More than 5000 scholars have taken the PharmFree earnest promising to accept no coin gifts or hospitality from the pharmaceutical industry and to not rely in succession information from drug reps.

cash better spent on research

Unlike many doctors disposes the student association accepts no industry funding for research and education programs, exhibit hall space, advertising, etc similar marketing expenses increase the outlay of drugs, and would be better exhausted on research and development, said association president Leana Wen of Washington University.

Last year, the association launched its counter-marketing campaign, urging doctors to learn drug information from "unbiased" sources in the same state [i]or[/i] condition as the Medical Letter and Consumer Reports Best pervert with money [i]or[/i] gain Drugs.

"I do not want my patients thinking put drugs into reps are buying me or influencing my prescribing habits," Wen said.

However, cognizance Johnson of the Pharmaceutical Research and Manufacturers of America said it would be a "big mistake" for doctors to ignore sales rep who "work for the companies that consume 10 to 15 years developing each of the present day drug."

Younger arrange pushes change

unsalable article companies have the most information about of the present day drugs, and sales reps "are well-trained technically and prepared to answer doctors' questions about side drifts and proper use of drugs" Johnson said.

Moreover, Johnson said, the industry is promoting voluntary guidelines to make secure ethical sales practices. And, each sales rep "must comply with strict FDA regulations."

About two-thirds of the nation's medical scholars belong to the American Medical pupil Association. While some doctors also have questioned physic industry marketing, the student association has been more vocal forward the issue.

"Throughout history, medical scholars have pushed the envelope forward change," Wen said. "We went into medical seminary because we are idealistic. We want to do what is best for our patients."

jritter@suntimes.com

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DOCTORS' dominations

The American Medical observer Association takes a harder line against put drugs into industry marketing than the leading doctors' dispose the American Medical Association.

Here's a sampling of each association's voluntary guidelines:

American Medical Association: Doctors may accept "modest" meals and gifts related to their work, as it is as pens, notepads, textbooks and stethoscope "in the general range of $100" Doctors also may accept "reasonable" speakers' rewards

Not allowed: cash payments, entertainments and any gifts with strings attached

American Medical observer Association: Doctors, residents and m learners should not accept any promotional gifts. Hospitals should discontinue industry-funded reproofs and luncheons. Doctors should not accept speakers' fee-simples or money for "token consulting or advising."

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