A few times every week, patients ask Jim King about drugs they've seen advertised. "They'll say, 'I saw this ad on TV, and I think I have this medical problem,'" says King, a family physician in Selmer, Tenn., who says he's not bothered by the requests. "It gives me an opportunity to talk with the patient. It's amazing how many don't have the problem" or need the drug they saw advertised.
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