How To Get Ahead In Advertising

Dr Informed is somewhat perplexed. Despite his usual aversion to hyperbole and 'stirring', he feels compelled to share with you that this morning's BBC News has left him a bit miffed.

Even Dr Informed, as a respected and influential stabilising influence against some of the more anarchic medical opinion that has become so prevalent, regards this concept as simply Joined Up Twattery on a grand scale.

He is also not relishing the prospect of having to field calls from 'hospital reps' as well as 'drug reps'. At least the latter pay for the occasional educational course or meal for the good doctor, and keep his surgery supplied with biros and post it notes. One suspects that NHS bodies will be rather more 'parsimonious with the incentives'.

It also seems a rather bizarre way for NHS trusts to spend money, when across the country hospitals are tightening their belts.

Despite not having any formal qualifications in 'media studies', 'management science' or 'health economics', Dr informed has already been able to deduce the location of the hospitals in his area, as have most of his patients. He also plays Golf with most of the specialists to whom he refers patients, therefore the likelihood of this advertising enlightening him, or influencing his referrals is vanishingly small.

However, Dr Informed does not go so far as to suggest that this advertising concept is part of a wider objective to neatly carve up the NHS turkey ready for the private sector to tuck in to. This does not equate to the type of 'grooming for privatisation' predicted by Professor Allyson Pollock in her book 'NHS plc', which was widely considered to be trouble-making of the highest order. She is however a rather attractive lady as you can see........