. >> reporter: in a statement, the industry trade group phrma says industry ties with academics must be maintained. a top phrma officials says, "providing physicians and medical students with timely, accurate information about the medicines they prescribe clearly benefits patients and advances healthcare throughout the united states. "biopharmaceutical research companies take this responsibility seriously and remain committed to ensuring that these interactions follow the highest standards." at the association of american medical schools, dr. darrell kirsh says medical students have been a key catalyst in raising awareness about the proper line between industry cooperation and marketing. >> faculty had habits that had been engendered over decades. the medical students came in with a fresh look and helped us re-examine ourselves. we weren't where we needed to be. we're now moving very strongly to a balance point that the public can feel good about. >> reporter: but change takes time, and sometimes some strange looks, like the kind brockman gets when he turns down offers of drug compan