Do physicians want to hear from industry representatives? In general, they do, although with restrictions that protect their professional integrity.

A survey of physicians across all specialties published in the Archives of Surgery found that most physicians have a positive attitude towards industry. Some of the findings:

• 66 percent of respondents said company materials were useful introductions to new drugs.

• 58 percent believe drug samples improve patient care.
• 69 percent said it's appropriate to accept gifts or lunches
• 80 percent thought industry sponsored grand rounds were instructive but 68 percent found the presentations too biased in favor of the sponsor's product.
• 73 percent say their prescribing patterns are not influenced by company marketing

The survey authors concluded: "Physicians continue to hold positive attitudes toward marketing-oriented activities of the pharmaceutical and device industries. Changes in medical culture and physician education focused on surgeons and trainees may align physician attitudes with current policy trends."

_{Deborah Korenstein, MD; Salomeh Keyhani, MD, MPH; Joseph S. Ross, MD, MHS.
"Physician Attitudes Toward Industry: A View Across the Specialties"
Arch Surg. 2010;145(6):570-577.
http://archsurg.ama-assn.org/cgi/content/abstract/145/6/570}