SUMMARY
Marketing theory indicates that there is always conflict in channels of distribution. The pharmaceutical industry and the profession of pharmacy have a long history of conflict. It is manifested primarily as a battle over control of prescribing and dispensing decisions. Over time, the profession and industry have opposed each other on the issues of generic interchange, therapeutic substitution, and collaborative drug therapy management. While conflict between channel members will always be present, it can be minimized by a focus on shared goals. A greater commitment by each group to focus on patients–by promoting adherence and the use of cost-effective products, for example–could go far toward minimizing the level of conflict.