The Case: Amy Ambitious, an educational strategy manager for Long Life Medical School, is eager to make an impact in the CME department. Part of her job is to increase funding for CME to augment the department’s annual budget. She is thrilled to find a request for proposal related to hypertension on the independent medical educational Web site of Xcellent Meds, a large and well-known pharmaceutical company. However, as Amy starts to review the RFP, her enthusiasm wanes. In a ...

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