AT MY FIRST continuing medical education professionals' meeting, the 1997 American Medical Association CME Provider/Industry Collaboration Conference, I had a breakfast conversation that I've never forgotten. A CME provider told me how his organization worked with pharma companies to develop marketing programs for new drugs. The strategy involved producing CME activities that created cognitive dissonance — in other words, generated dissatisfaction — among physicians about existing ...

Register for Complete Access (Valid Email Required)

By registering on MeetingsNet now, you'll not only gain access to The Positive Side of Cognitive Dissonance, you'll get exclusive access to a large archive of premium content.

Already registered? here.