Correspondence: Brian Smith, Pragmedic Limited, 6 Whetstone Close, Welwyn, Hertfordshire AL6 0QW, UK. E-mail: brian.smith@pragmedic.com; Web: www.pragmedic.com

¹is a visiting research fellow at the Open University Business School, Europe's largest. 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 papers, which select and review the most interesting papers from current management research relevant to medical marketers, plus many other papers concerning medical marketing strategy, can be found on that site.