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JNCI Journal of the National Cancer Institute 2001 93(1):6-7; doi:10.1093/jnci/93.1.6
© 2001 by Oxford University Press
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Journal of the National Cancer Institute, Vol. 93, No. 1, 6-7, January 3, 2001
© 2001 Oxford University Press

NEWS

Hospital Marketing Practices: When Is It Appropriate to Advertise New Technology?

Robert Finn

Ethicists and experts in health-care marketing are expressing criticism of how some hospitals are marketing their oncology services. Hospitals are promoting procedures—such as lung-cancer screening using spiral computed tomography—that have not been fully validated in clinical trials. Others are turning to celebrity endorsements (see related story, p. 8) or are touting their high patient-satisfaction scores while failing to mention clinical success rates.

"The best marketing is marketing that educates," noted Rhoda Weiss, a Los Angeles-based consultant and speaker on health-care marketing and strategy. "Marketing can be great in terms of educating people and letting people know what’s out there. But it can also mislead people and take advantage of people who are hypochondriacs or who are vulnerable because they’re ill."



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  		Rhoda Weiss

 
Competitive Pressure

In an interview, medical writer Christine Blackett Schlank, author of Medicine and Money (Silver . . . [Full Text of this Article]

Marketing the Technology

Ethical Questions


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