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One way to lower consumption is to increase restrictions on use, particularly when the type of use is inappropriate. Almost half of antibacterial consumption in hospitals is considered by some researchers to be inappropriate.192 In the community, treatment of the common cold serves as a good example of inappropriate use. Antibacterial agents fail to cure this illness because it is caused by a virus. Nevertheless, patients often insist that physicians prescribe antibacterials for colds. Patients feel that they should get something tangible when they visit their physician, and no effective antiviral agent is available for colds. Moreover, patients and many physicians believe that taking antibiotics is generally innocuous. The pressure is so intense that some physicians admit that they would rather write prescriptions than argue with patients. In many cases, the patient will simply go elsewhere to get a prescription if the physician does not comply. The situation is....Box 10-2).