- Physician associations, continuing medical education associations, and drug companies should develop one set of industry-wide standards regulating appropriate contacts and the involvement of drug companies in medical education.
- Medical colleges should monitor and develop policies for medical students and residents attending company-sponsored conferences. Currently, they can accept travel scholarships from companies to attend such conferences.
- Medical schools should develop formal courses to teach residents and medical students to critically analyze drug marketing techniques and product claims.
- Physicians should disclose potential conflicts of interest and be guided in their actions by whether they would be willing to have their junkets, perks, and financial associations made public.
- Drug companies should provide understandable, jargon-free product information that gives equal treatment to a drug's side effects and its benefits.
- Individual physicians and medical associations should monitor consumer ads for accuracy and balance and should tell their patients about the purpose of such ads -- to bolster sales.
- Congress should fund studies that examine how direct-to-consumer ads affect health care costs and the quality of prescribing.
Kristi Coale is a San Francisco-based freelance journalist who specializes in science and medical issues. Her work has appeared in Salon,Wired, and The Nation.