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Medicine often finds itself in a quandary as a profession.  Like any profession, it offers an important service.  In a sense, patients are customers and consumers.  Physicians do compete to some extent with naturopaths, homeopaths, nutritionists, acupuncturists and all who hawk their latest miracle cure or millennia old natural remedy on late night television infomercials.  We try to separate ourselves out from these with science, evidence base, and therefore increased credibility.  While this credibility is very important to patients, the truth is they just want to feel better.   The conflict is this, as a scientists, doctors are trained to be skeptical of all medical claims so they can be rigorously evaluated.  Yet, as healers, it is critically important to believe that what you are doing is, in fact, best for the patient, as the patient needs to believe in the treatment for it to have any effect as well.  In a very important sense, we have to sell what our recommendation is to the patient.  

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