• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Health care and Advertising; The problems that arise in the field of Pharmaceuticals.

Extracts from this document...

Introduction

Health care and Advertising; The problems that arise in the field of Pharmaceuticals Intro Healthcare advertising and marketing is on the rise. Few healthcare providers even had marketing departments in the 1970's. Now, even mainstream providers are investing in their images. Advertising often helps the consumer make choices amid a large number of options. But consumer patient choice is increasingly limited by managed care plans, adding a layer of irony to the spread of direct advertising. In this paper I would like to talk about advertising, specifically in the healthcare field, go over some the problems, and try to find solution to some of the problems in the industry, and try to express my opinions on the matter. What is Advertising Advertising is salesmanship. The only purpose of advertising is to make sales. It can either be profitable or unprofitable. It is any form of non-personal presentation and promotion of goods, ideas, or services by an identified sponsor. Advertising is used for business firms, non-profit organizations, professionals, and social agencies. Major decisions in advertising include objective setting, budget decisions, message, and media decisions, and campaign evaluation. It is a way of promoting products, services, or information. It is a way for business to communicate with consumers in a visual manor. ...read more.

Middle

This moral hazard affects patients access to pharmaceuticals. Because HMOs bear the lions share of the cost of prescription drugs but receive only a fraction of the benefit, they do not have the correct incentive to provide the drugs that are optimal from the consumers point of view. Instead they may seek to minimize their expenditures on pharmaceuticals. In 1996, 24.4 percent of HMOs offered financial incentives to physicians to encourage them to reduce the cost of medication(CMS2004). One of the main problems dealing with this is healthcare providers tend to conceal information about drugs that are available to members of HMO. Also, if consumers to not recognize the benefit's they receive from different prescription drugs, the HMOs have an incentive to offer the cheapest drugs rather than the drugs that receive the largest net benefit. Consumers must always have an understanding of what cost effective medicines are available due to the fact that if consumers are unable to verify whether the healthcare provider fulfilled its promise to provide the most cost-effective medicines, they cannot retaliate against the provider that cheated them. Although consumers are initially unaware of the benefits that they may or may not receive from different drugs, a drugs manufacturer can use advertising to inform consumers about its product. ...read more.

Conclusion

Their purpose or intention is not needed under these set circumstances. I know in my opinion, as far as the cost and demand for these ads from an economic perspective is asinine. Health care and government need to spend more time and money on more important things such as new medicine , better buildings, and hospitals, and better care. It is my conclusion that that healthcare industry regulators are willing to accept advertising costs as a legitimate expense for providers, but seem not to have an adequate mechanism for determining just what and how. Like I stated earlier, it is not that healthcare advertising should not exist but things need to be changed such as clear, and cut advertising, better regulation of advertising, and private funded instead of government funded. Bingham A. Walter. Snake Oil Syndrome. Patent Medicine Advertising: Hanover, Mass. Christopher, 1994. CMS (2002) www.CMS.com Direct to consumer advertising. ACP online. October, 1998. Hansen. Han. Liberal Government spending in the U.S. Oct. 2003. HMOS and Patients Rights": Rationing Medicine. Parker, Richard. July, 2001. Johnson. Donald. The Business Word. March 2004. Kennedy. Noel. The Victory principle. Jan. 2001 Zuckerman. Alan M. Competing on Excellence. Healthcare strategies for a Consumer Driven market. Nov. 2003 The Venture Capital Analyst Health Care Edition. Co. 2004 www.Healthcare advertising.com. Copyright 2004. www.texmed. Com . Practice Management: Advertising restrictions. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Healthcare section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Healthcare essays

  1. Marked by a teacher

    Unit 10 care practice and provision

    3 star(s)

    The eleven government objectives are; o Maximising opportunities for disabled children like residents at Ravenswood, this would include ensuring children with disability gain maxim life chances from educational opportunities to health and social care, whilst they live at home with parents or in a care setting like Ravenswood.

  2. The purpose of this study was to determine the prevalence of Prescription drug use ...

    Patients should receive evidence based cost effective treatments for their health problems. ACKNOWLEDGEMENT We wish to express my sincere gratitude to assistant Prof. Dr. Preetha GS at IIHMR, New Delhi for providing us the opportunity to do our Project on "Prevalence of Prescription Drug Use among the Residents of Dwarka"" and for providing the complete support throughout the project.

  1. The Effectiveness of Brief Interventions in Reducing Binge

    * The interview sessions and notes were not taken in a public oriented space but rather a comfortable room. Each study participant was taken into confidence by obtaining informed verbal and a recorded message of consent in order to maintain absolute privacy of the information and every respondent was assured

  2. Unit 2 communication in care settings. Theories of communication. Interview with a ...

    This is a formal formation as all the people are in rows and are all facing the main person, this is the usual set-up for schools and sometimes its not a good formation for communication because not all of the people can see the main person.

  1. Communicating in Health and Social Care.

    of people's lives by addressing a range of needs, to create a safe, welcoming and valuing environment. Effective communication is vital if staff are to foster peoples equality, diversity and rights. Health and care work involves constant communication with others.

  2. What are the main challenges faced by mature students studying Healthcare courses in Higher ...

    We are not made aware of who coded the information or whether or not it was checked by more than one researcher, also, the researcher's backgrounds and experiences are not disclosed in the investigation, rendering it less than transparent in terms of bias, and detracting from the papers validity (Greenhalgh 1997).

  1. Rise in Healthcare spending

    63 % of the rise in real per capita spending is traced to a rise in treated disease occurrence. Some of the rise in treated disease is linked to a rise in population disease occurrence. Previous work has indicated that the rise adaptable population risk factors such as obesity accounted

  2. Review of Factors Influencing Successful Patient Education in a Rehab Unit for Spinal Cord ...

    It contained significant implications for the health care policies and strategic planning for on-going patient management. It even outlined the need of bio-psychosocial approach for patient education. The study failed to indicate the assessment of validity and applicability measures. * Author, Year, Reference Journal and Country Study Design and Type

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work