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Just as in certain consumer-driven businesses, the mantra was always "the customer is always right," in health care, the mantra — at least the one attributed to physician attitudes and principles — historically has been "the patients' needs come first."

P4P and physician judgment: Is there an ethical conflict?

Just as in certain consumer-driven businesses, the mantra was always "the customer is always right," in health care, the mantra at least the one attributed to physician attitudes and principles historically has been "the patients' needs come first."