Other influences may impact the decision including aggressive promotions by pharmaceutical companies in support of their latest medication and direct to consumer retail advertising. Studies conducted by the University of Washington Medical School have shown that when patients merely enquire about a drug for which they've seen advertising, that drug is then more frequently prescribed (Hollon 2005). At its best, prescription writing is an educated guess with a scheduled follow-up to verify the results of the decision. At its worst, it may result in all risk with no benefit to the patient if the patient is a non-responder, or if the patient accepts an adverse outcome without informing the physician.