I think there are two things here. One was earlier said by Dr. Fontana, that nomenclature is very important in terms of trying to understand what we mean by adverse events. Most certainly the serious unexpected adverse events, which are the most important ones that are reported, the quickest and the most detailed, are the ones that don't actually happen as somebody is walking down the street and experiencing some other anticipated adverse event, which is sometimes known as a side effect. But when they are unanticipated and serious, those things do get reported.
The problem then becomes one of educating the patient and the consumer about what to expect from their drug therapy. As you begin to raise their expectations about some of the negative consequences that go along with the benefits, those things tend to not get reported because they're already well characterized and they're expected. So you're not getting that feedback loop as often as possible.
So having good nomenclature around adverse event versus side effect is important to make sure that the robustness of the database is really something you can base decisions on.
The second part is how do we get people to do something that they've not had to do before? How do we get physicians, province by province, to start to report more regularly these kinds of events? As I mentioned, my good old uncle, B.F. Skinner, said that the behaviour that gets rewarded gets done. And I think that's part of the problem. Is it a responsibility? Most certainly it is. Is it part of common everyday practice? No, it's not. It becomes part of common everyday practice when there is a mutual benefit to everybody participating in it.
So I think a lot of the behavioural aspects of doing good reporting relate a lot to some of the rewards that are available--