We would like the opportunity to review complete curriculum vitaes for President Andrew and Dr. Benjamin Baechler, including contact information which may be vetted back to its source, if deemed to be necessary. Recent attempts to locate any mention of Dr. Benjamin Baechler via the U of W Madison or the AMA-MSS web sites have turned up absolutely nothing, but it is quite possible that we are just not looking in the right places.

The PDR Physicians' Desk Reference Mythology

Eniva states that:

The Physician's Desk Reference has been a trusted source of information for physicians and professional healthcare practitioners for decades. Annually, over 300,000 complimentary copies are given out to healthcare practitioners and health care centers. The 2005 Edition of the Physicians' Desk Reference lists the Eniva VIBE™ Product. Eniva is one of the few distinct companies with natural products listed in the PDR. Eniva is honored to have its products listed in the 2005 edition of the Physicians' Desk Reference for Nonprescription Drugs & Dietary Supplements. PDR ® is without doubt the most trusted reference in the health care community. PDR ® is the most trusted resource for drug information within the healthcare industry. It is usually one of the first reference books purchased by students of healthcare professions and has become the prescribing guide for the entire healthcare community. The Physicians' Desk Reference

Such is the mythology of the PDR, as promoted by nearly every nutraceutical company on the Internet. A product's listing in the Physicians Desk Reference means nothing. The PDR is basically an advertising book where manufacturers pay to have their products listed. You can confirm this for yourself by picking up any copy of the PDR and looking in the back. You'll see the order form and pricing to have your product listed in the next edition of the PDR. It is not a measure of whether or not a product has passed any sort of scrutiny or is endorsed or approved by any doctor, organization or even the PDR publisher. It simply means the manufacturer paid to have it included.

At the WWSN our experience has shown that the quality, efficacy, and value of any product is always inversely proportional to the emphasis placed upon its listing in the PDR. Since the listing itself is simply a paid advertisement, all of the whoopla and histrionics surrounding Vibe and its listing in the PDR should embarrass any honest Eniva affiliate.

How does Eniva justify the disproportionate emphasis on and heavy-handed promotion of its listing in the Physicians Desk Reference?