Understanding and also Truth are usually the very same thing. Yet in advertising and marketing impressions are produced. All of us are regulated by our perceptions of what we think we understand, as opposed to what is. Most physicians will irrevocably form an opinion if the prescription they create “bounce” back, even if just once. This can occur because the chemist, feigning absence, substitutes the brand name however the deed is done and also physician will bring a life-long impact concerning the absence of the product which he/she will interact to the company Medical Representative (MR) time after time. What an interplay of understanding as well as truth.