Dramaturgical study of meetings between general practitioners and representatives of pharmaceutical companies; Commentary: dramaturgical model gives valuable insight.

Encounters between general practitioners and pharmaceutical representatives follow a consistent format that is implicitly understood by each player. It is naive to suppose that pharmaceutical representatives are passive resources for drug information. General practitioners might benefit from someone who can provide unbiased information about prescribing in a manner that is supportive and sympathetic to the demands of practice. What is already known on this topic Pharmaceutical representatives influence physicians' prescribing in ways that are often unacknowledged by the physicians themselves Meetings with pharmaceutical representatives are associated with increased prescribing costs and less rational prescribing What this study adds Meetings between pharmaceutical representatives and general practitioners follow a consistent format that is implicitly understood by each player General practitioners may cooperate because representatives make them feel valued