Margaret McCartney is a practicing GP, Honorary Senior Lecturer at the University of St Andrews, and Senior Associate at the Centre for Evidence Based Medicine, University of Oxford. She is an experienced, prize winning writer, author and broadcaster, and has been PPA columnist of the year. Her research interests include policy making, risk communication, screening, conflicts of interest, bias, and evidence communication. She is also a Director of Beira’s Place and her full DOI is available https://www.whopaysthisdoctor.org/doctor/6/active. Outside of work she is a keen runner and cyclist, with enthusiasm usually eclipsing ability.