Dr. Seth Baum and marketing for Big Pharma.

Diagram of the FH patient swap, using an analogy.

Diagram of the FH patient swap, using an analogy

Pharma payments to doctors. Dr. Baum is one of the recipients.

Pharma payments to doctors. Dr. Baum is one of the recipients.

Dr. Baum in the Wall Street Journal. In PR, (top, left of illustration) he stresses similar characteristics among those approved and denied insurance coverage — leaving the door open for base rate fallacy.

Dr. Baum in the Wall Street Journal. In PR, (top, left of illustration) he stresses similar characteristics among those approved and denied insurance coverage -- leaving the door open for base rate fallacy.

Dr. Baum is paid by big pharma. The article on the left deals with drug purchasing problems that patients have. However, the rate of coverage denial is consistent with the recommended diagnostic procedure: it discourages genetic testing and omits concern for triglyceride levels. On the right, he stresses a “language strategy” and downplays the role of genetic testing.

Dr. Baum is paid by big pharma. The article on the left deals with drug purchasing problems that patients have. However, the rate of coverage denial is consistent with the recommended diagnostic procedure: it discourages genetic testing and omits concern for triglyceride levels. On the right, he stresses a "language strategy" and downplays the role of genetic testing.

Here are a few excerpts from Dr. Baum’s proposal for a “language strategy.”

Here are a few excerpts from Dr. Baum's proposal for a "language strategy."

Typical in pharma-funded FH reports is the emphasis on genetics when it comes to scaring the reader. When it comes to recommending a diagnostic procedure, genetic testing is discouraged.

Typical in pharma-funded FH reports is the emphasis on genetics when it comes to scaring the reader.  When it comes to recommending a diagnostic procedure, genetic testing is discouraged.