Since that study, the body of research published in the last 25 years confirms the effectiveness of academic detailing in changing clinical prescribing behavior, though the extent of its effectiveness differs based on how it is implemented. Ideally, implementation should include the following principles: encouraging physician participation through interactive dialogue; developing programs clinically relevant to physician targets and opinion leaders; defining behavior-change objectives; establishing credibility; using concise, visually engaging, and clinically relevant educational materials; repeating key messages; and, ideally, providing reinforcement through subsequent visits.