Correspondence: Brian D Smith, Pragmedic Limited 6 Whetstone Close Welwyn Hertfordshire AL6 0QW, UK. Tel: +44 (0)1438 712441; Fax: + 44 (0) 1438 712442; e-mail: brian.smith@pragmedic.com, Web: www.pragmedic.com

¹is a visiting research fellow at Cranfield and Birmingham University Business Schools. He also runs PragMedic (www.pragmedic.com), a specialist consultancy that helps companies to create strong marketing strategies in medical markets. A full back-catalogue of ResearchWatch articles, plus many other papers concerning medical marketing strategy, can be found on that site.