Can they be partners?

The current relationship between pharmaceutical representatives and physicians varies from total rejection o­n the part of the physician and refusal to meet with the representative, to a tolerant acceptance of the representative's role, to (in rare cases) a collaboration and partnership between the two parties. Traditionally, this has been a strained relationship because of the physician's wish not to look like a captive of the pharmaceutical industry. The relationship is also clouded by the notion held by many policy makers that the industry marketing practices exert too much influence o­n prescribing

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