My company just launched 5 weeks ago but we have been working on our program for 2 years. The AMA took the stance of "retailing healthcare prodcuts to patients violate the trusted clinician/patient relationship"
We (www.therfit.com) strongly disagrees and we think that reccomending products to patients and giving them the choice to purchase is extending the level of care from the clinician to the patient.
Example: my daughter broke her arm and after the visit I wish the clinician would have let me know that I could get an arm sling that would keep her more comfortable during the healing process. I would have paid over $100 for this product if I would have known it was available.