The author of a New England Journal of Medicine article¹ earlier this year ponders the question: "Is [the journalist's] job to describe the bigger picture or simply to report what is `new'?" She argues that in the attempt to produce hype, many journalists frame a story as new or different, resulting in misleading messages and lack of appropriate context.

When you hear the term `key opinion leader', who immediately springs to mind? A specialist or GP who commonly takes the lead in a therapy area, or maybe a leading academic in a particular field of research? But do your thoughts extend to members of other healthcare professions - say nurses, pharmacists, or physiotherapists?

The AMA has warned that the new WorkChoices legislation allowing any registered health practitioner - including pharmacists, naturopaths and iridologists - to issue sick leave certificates could put lives at risk. "I might present to the pharmacist having needed to take the day off work because I have headache . I might get my certificate for two days but in fact I've got meningococcus and I am dead within that 48-hour period because I haven't seen a doctor," suggests AMA president Dr Rosanna Capolingua.

The introduction of evidence-based medicine (EBM) journal clubs into the RACGP continuing professional development program represents a new opportunity for relationship-building with GPs. By providing support for these journal clubs, pharmaceutical representatives can reinforce relationships with their key doctors.

The new RACGP QA&CPD triennium has been designed to elevate the importance of active learning and quality improvement outcomes in the education program, and this will affect how activities are structured from next year.