In Sweden, some county councils placed restrictions preventing any kind of direct contact between physicians and the pharmaceutical industry (Moise and Docteur, 2007). Rather than taking such an extreme measure, restrictions such as allowing only group visits would preserve the educational value of the visits of sales representatives and could reduce the likelihood of undue influence of the pharmaceutical industry through this channel. This approach could also underpin the prioritisation process. It was seen as an important step to make health care provision more equitable, increase the quality of care and improve the efficiency of health care delivery.