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GUIDELINES - INDUSTRY'S ROLE
"Which of the following two educational handouts on a current
clinical guideline would you prefer to receive?"
Two images were shown portraying the same guideline recommendations on a flashcard:
One was branded with a company's pharmaceutical product, while the other included
the logo of the authoring medical society.
Options provided were: Pharma branded handout or Society handout.
Figure 91: Educational Handout Preference (Society Endorsed vs. Pharma Branded)
KEY TAKEAWAYS
Pharma Branding vs. Society Branding Preference
• Over 90% of clinicians chose the society handout over the pharma handout,
even though the content was the same in both pieces.
• This shows that, while clinicians overwhelmingly report wanting/needing more
guidelines-based educational resources from pharma/industry, they would
strongly prefer those resources being delivered as a third party, society-
endorsed resource, rather than a branded one.
