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Marketing medicine.

G Mellsop1

  • 1Department of Psychological Medicine, Wellington School of Medicine.

The New Zealand Medical Journal
|February 10, 1988
PubMed
Summary
This summary is machine-generated.

Medical professionals traditionally avoid advertising, but privatization raises concerns. This paper explores integrating marketing concepts into healthcare while respecting its complexities.

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Area of Science:

  • Medical Ethics
  • Healthcare Management
  • Health Services Research

Background:

  • Historically, medical etiquette discouraged advertising and marketing.
  • The medical profession viewed marketing medicine as unprofessional.
  • Private practice realities and pharmaceutical company influence are significant factors.

Purpose of the Study:

  • To examine the medical profession's concerns regarding corporatization and privatization.
  • To assess the medical profession's understanding of marketing concepts.
  • To explore the feasibility of integrating business marketing principles into healthcare delivery.

Main Methods:

  • Exploration of traditional medical ethics regarding advertising.
  • Analysis of the impact of corporatization and privatization on healthcare institutions.

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  • Consideration of the business community's marketing concepts in relation to healthcare.

    • Main Results:

    • The medical profession exhibits a traditional aversion to marketing.
    • Privatization and corporatization initiatives have heightened concerns within the New Zealand medical community.
    • There is a perceived gap in the understanding of marketing principles among medical professionals and a suspicion of the business world's insensitivity to healthcare nuances.

    Conclusions:

    • The medical profession's traditional stance on advertising is challenged by evolving healthcare landscapes.
    • Concerns exist regarding the applicability and potential negative impacts of business marketing strategies in healthcare.
    • Further investigation is needed to determine the feasibility of harmonizing marketing concepts with the complexities of health service delivery.