Healthy Skepticism Library item: 19052

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Schwartz LM, Woloshin S.
Marketing medicine to the public: a reader's guide.
JAMA 2002 13; 287:(6):774-5
http://jama.ama-assn.org/content/287/6/774.long

Abstract:

Efforts to market medicine to the public have greatly expanded in the last several years. In addition to seemingly ubiquitous direct-to-consumer drug advertisements, medical centers increasingly advertise services such as cancer care or surgical procedures. Recently, a number of companies have begun soliciting patients to order their own tests, from simple blood tests to advanced imaging studies. As medicine becomes increasingly commercialized, the prominence of direct-to-consumer marketing efforts is likely to grow.

Ideally, medical advertisements would promote informed decision making by educating consumers about medical conditions, tests, and treatment options. Unfortunately, such ads often present medical information in a way that exaggerates disease risk and thus the value of the marketed products in reducing that risk. The purpose of this essay is to help physicians critically read medical advertising so they are better prepared to respond to patients with misconceptions about advertised claims. We analyze 3 actual advertisements to illustrate how to approach messages about disease risk, screening, and medication.

Keywords:
Advertising as Topic* Health Education* Marketing of Health Services Mass Media Public Opinion*