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Academic Detailing: “Marketing” the Best Evidence to Clinicians

Posted in Publications on 3.1.2017

JAMA 2017; 317(4)

In 1983, Drs. Avorn and Soumerai published the seminal randomized trial that evaluated the effect of academic detailing on clinical practice. In a recent JAMA Viewpoint, Dr. Avorn describes the rationale that led to that trial’s publication as well as a few of the follow-up studies that have been conducted in a variety of settings around the world. Historically, the strongest academic detailing programs have originated in integrated healthcare systems such as Kaiser, the VA, or the nation of Australia. As healthcare in the US moves increasingly from a fragmented, fee-for-service basis to an accountable system of global payment, academic detailing will assume a much more important role in helping to provide clinicians with the best evidence to care for patients.

Read the full article here.