With billions of dollars spent every year to try to influence our physician’s prescribing pens, consumers might be rightfully wondering if our doctors are learning how to cut through the pharmaceutical spin machine.

In fact, during their four-years in college pharmacy or medical students spend, on average, about two hours learning about drug promotion, according to a recent world survey of medical and pharmacy schools. This state of affairs has catalyzed a group of researchers and world experts on pharma advertising to develop what is likely the world's first de-bamboozlement guide for health professionals—a primer that can help immunize health professionals from the shadowy side of pharmaceutical marketing. Last month, it was released at the World Health Assembly in Geneva.

Last year alone, drug manufacturers spent more than $5 billion in the U.S. on everything from pens and pads festooned with their drug logos to "medical education" and sponsored doctor dinners and trips and paying them as consultants or speakers on behalf of their newest products.

While most doctors would say that they are immune to drug promotion, but Joel Lexchin, MD, a professor of health policy at York University in Toronto, and one of the guide’s authors disagrees. "Drug companies are run by very clever people and they would not be spending such large sums if they were not increasing the bottom line for their companies."