Getting the ear of physicians has always been a challenge for pharmaceutical firms, but in the last year or so, it's amounted to running the gantlet. Stung by negative government, public, and media scrutiny over techniques for currying favor from physicians, the Pharmaceutical Research and Manufacturers of America last year released a detailed code of ethics designed to reign in some of the worst abuses. AdvaMed, a trade group for medical device companies, has issued its own set of ...

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