‘Rebranding Psychiatry’

I have concerns about this Editorial:

My view is that is wrong for psychiatry, which seeks to nurture well being, to follow business models.

I worry that it is a fundamentally flawed assumption for psychiatrists to consider that we have mastered “understanding” such that we can “re-brand” what we do.

Rather than trying to promote ourselves we should return to Aesculpian listening, learning and reflecting. This is surely the science that matters to us all. It has absolutely nothing to do with branding or rebranding.