Medicine Grand Rounds feature weekly topic and case-based presentations designed to provide faculty and trainees with up-to-date knowledge about timely issues in internal medicine.

Faculty Name: Dr. Adriane Fugh-Berman

Title of Talk: How Industry Undermines Rational Prescribing

Learning Objectives:

• Describe the major strategies used by the pharmaceutical industry to influence prescribing behavior, including marketing tactics, key opinion leader engagement, sponsored education, and selective dissemination of clinical evidence.

• Critically appraise clinical trial data and promotional materials to identify bias, conflicts of interest, and common forms of evidence manipulation, in order to make more independent, evidence-based prescribing decisions.

• Apply principles of rational prescribing to everyday clinical practice, including risk–benefit assessment, cost-conscious decision-making, and patient-centered communication, to improve therapeutic outcomes and reduce inappropriate medication use.