When meeting a physician friend for lunch, Jerry Pettis, public relations advisor for the Los Angeles County Medical Association, noticed the tall stack of medical journals on the doctor's desk. When he asked his friend how he ever got around to reading that many journals, he replied that it was almost impossible. “If someone could help us solve that problem,” he told Pettis, “it would be like discovering a miracle drug.” Intrigued, Pettis surveyed about 100 other doctors, who said the only ...

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