Conflicts of interest must be acknowledged with sincerity and earnestness and managed such that the conflict is eliminated or, at least, credibly mitigated.
AMA J Ethics. 2023;25(3):E186-193. doi:
10.1001/amajethics.2023.186.
When patients undertake behavior change, the physician's role is that of an athletic coach or tour guide, providing direction on the trip but leaving the itinerary up to the patient.