I wouldn't want to speak for them, certainly, but over the years there's been a significant change in the way that the pharmaceutical industry interacts with health care practitioners. They're governed, I know, by a code of conduct that's determined internally. The typical interaction in 2013 is usually, “Have you seen this paper that was published?”, “Have you seen these guidelines?” The influence is much more subtle, but of course it is still there. That's why they do it. That's why detailing works so well.
