Georgetown University -
Department of Strategy/Economics/Ethics/Public Policy; Harvard University -
Edmond J. Safra Center for Ethics
Georgetown University Medical
Center
April 30, 2013 FiDA highlight
Journal of Law, Medicine and Ethics, Volume 14, No. 3, August
2013, Forthcoming
Edmond J. Safra Working Papers, Forthcoming
Abstract:
Pharmaceutical and medical device companies apply social psychology
to influence physicians’ prescribing behavior and decision-making. Physicians fail to recognize
their vulnerability to commercial influences; due to self-serving bias,
rationalization, and cognitive dissonance. Professionalism offers little
protection; even the most conscious and genuine commitment to ethical behavior
cannot eliminate unintentional, subconscious bias. Six principles of influence
— reciprocation, commitment, social proof, liking, authority, and scarcity —
are key to the industry’s routine marketing strategies, which rely on the illusion that the
industry is a generous avuncular partner to physicians. In order to
resist industry influence, physicians must accept that they are vulnerable to subconscious bias, and
have both the motivation and means to resist industry influence. A culture in which accepting
industry gifts engenders shame, rather than gratitude, will reduce conflicts of
interest. If greater academic prestige accrues to distant, rather than
close relationships with industry, a new social norm may emerge that promotes
patient care and scientific integrity. In addition to educating faculty and
students about the social psychology underlying sophisticated, but potentially
manipulative marketing and about how to resist it, academic medical institutions should
develop strong organizational policies to counteract the medical profession’s
improper dependence on industry.
Number of Pages in PDF File: 27
