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Letters to the Editor
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Communication
Gobbledegook
From Mr R. Sturgess, MRPharmS
The seriousness of the outbreak of gobbledegook and buzz word addiction
among civil servants is illustrated in the article “Practice-based
commissioning views” (PJ, 22 October, p517 PDF (100K)).
We have civil servant Trish O’Gorman, whose job title is too long
to quote, saying “the key driver was to look for more and better
engagement with local clinicians” when, by the buzz word “driver”,
she meant “incentive”.
Clearly the disease is spreading to academia, since Angela Alexander,
senior lecturer (of gobbledegook?), University of Reading, suggests that “management
models within multiples be taken forward to incentivise pharmacists” when
presumably instead of the non-existent verb “to incentivise”,
she means “to stimulate”.
The virus has even penetrated the Royal Pharmaceutical Society’s
headquarters. Rob Darracott, director of corporate and strategic development
at the Society, being unable to see “how a workforce of up to a
quarter of a million people can be incentivised to be at the heart of
this” (the commissioning of a patient-led NHS).
Perhaps the Society can incentivise a manufacturer to produce an anti-buzz
word vaccine?
Ray Sturgess
Knaresborough,
North Yorkshire
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The
Pharmaceutical Journal