Each clinical investigator must deal with the emotional burden of obtaining informed consent. The role resembles that of a sales person who must find the right way to communicate with potential customers. Procurement of extramural grant monies, academic pressures, and personal biases toward one form of treatment are motivations to secure consent. The "sales pitch" is frequently made with the emotional pressure of acute illness; medical issues and uncertainties must be simplified. The mandatory and often frightening legal jargon at the end of institutional consent forms is defused by remarks about the system or statement that being in a study provides protection and supervised care.

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