Correspondence: Emma D'Arcy, Leader, Scientific Insights, Myphid, 74a High Street, Tunbridge Wells, Kent, TN11YB, UK. www.myphid.com

¹is a communication strategist who has worked with pharmaceutical companies, the medical profession, research organizations and patient groups for 15 years. She is the co-founder of Myphid (www.myphid.com) a professional networking site for the industry and the medical community.

Received 12 May 2009; Revised 12 May 2009; Published online 12 June 2009.

Abstract

Perceptions of interactions between doctors and the pharmaceutical industry have changed; skepticism surrounds the intent of industry and there are concerns about vulnerabilities of doctors. This paper argues that challenges of sustaining relationships between professionals will be addressed by a paradigm shift in how, why, where and when the parties will interact and the acceptance of joint responsibility for interactions. This will lead to a new environment of authentic engagement and the realization of the clinical and commercial aspirations of both sides of the relationship. Such a change will require a parallel shift to recognize that relationships are not merely about 'influencing Key Opinion Leaders' but encouraging valuable collaborations with all types of health-care 'Key Experts'. Insight from the 'INTernational Ethically-GoveRned Interactions and Trust BodY' research provides hope that this honest relationship between Key Experts will be more powerful than constantly defending media-fueled criticism that industry covertly tries to influence the medical community because it will recognize that both medical and commercial professionals are equally committed to improving outcomes for patients.