Penn. paying for counter-detailing

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Pennsylvania's PACE (Pharmaceutical Assistance Contract for the Elderly) program, which spends $600 million each year on drugs for 300,000 poor senior citizens, is spending $3 million over three years on a pilot counter-detailing program to balance the efforts of drug company reps, according to the Philadelphia Inquirer. The state is contracting with Harvard University internist Jerry Avorn's Independent Drug Information Service.

“If you just practice smart, you'll be able to give better care and, by the way, save money,” Avorn said. He first developed an academic detailing program 25 years ago while in medical school.

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