[Medical marketing in the media]

The mass-media monopolize an important part of the lay public attention and intellectual energy and yet physicians do not seem very convinced that they must implicate themselves socially and participate in the education of the general public. Two reasons explain the lack of physicians' participation in the media. These are: the lack of interest and the lack of experience. Yet more and more studies underline the importance for health professionals to make more use of the mass-media in educating, supporting and informing the population on all aspects related to health matters. Thus the medical profession must collaborate more closely with the mass-media. Accordingly, physicians must jump at the opportunity to make every positive action known to the population instead of showing off in the media only their corporative or financial interests. They must also intervene each time that matters related to either health or illness are criticized or denounced in the media. As long as the medical profession is not conscious of the importance of judicious use of the media and of assuring its professional and social credibility, surveys will continue to put physicians in the public eye primarily on an individual basis and only in the last instance as a group.