The RxCentric Web site, www.rxcentric.com, is blunt in its assessment of why its pharmaceutical firm clients support CME, and of who controls whom: “We work seamlessly with your CME provider [emphasis added] to maximize the ROI of your educational grants by broadcasting them [over the Web] and then archiving the program.” What they lack in tact, however, they make up for in their approach to audience-building. The mechanism through which RxCentric maximizes ROI is a Web portal called Doctors ...

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