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The reason they are different is their trusted relationship with the patient. It is like a lawyer. You trust your lawyer to provide you with objective advice that is in your best interest. This might include recommending a company or service, but you don't expect their judgement to be clouded by incentives.
Thanks so much for dropping in and posting your thoughts. I wholeheartedly agree that "trusted relationship" demands careful treatment, there is a fine line here, and some docs abuse the system. In my experience, docs that do sell supplements are very careful about letting their patients know that they've done a ton of research (value-add service) and determined the best product for x is y. They'll add that you're welcome to buy on premises or from someone else or ignore altogether.
I do find it foolhardy to expect doctors not to respond to incentives. Perhaps it's my economics degree talking, but I'd contend we all respond to incentives. The trick is to structure healthcare incentives in such a way that rewards physicians for optimal care - e.g. outcomes-based medicine.
Best,
Matt
Passionate about the patient's rights,
Candace