Direct-to-consumer advertising--education or emotion promotion?
Direct-to-consumer advertising--education or emotion promotion?
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直接面向消费者的广告——教育还是情感宣传？
DOI：
10.1056/nejm200202143460713
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发表时间：
2002
期刊：
影响因子：
--
通讯作者：
S. Wolfe
中科院分区：
文献类型：
--
作者：
S. Wolfe
在过去的二十年里，医患关系的性质发生了不可逆转的变化。患者正在寻求更多的医疗信息，并积极参与影响他们健康的决定。进入这一趋势的是直接面向消费者的促销活动的兴起，在最初的推动下，它绕过了初级保健医生和其他医生。尽管患者更多地获得关于诊断测试和治疗疾病的准确、客观的信息是一项重要的进步，但当商业驱动的促销信息被表示为教育时，就会出现混乱。本期《华尔街日报》的两篇文章讨论了这一问题。
During the past two decades, there has been an irreversible change in the nature of the doctor–patient relationship. Patients are seeking much more medical information and are actively participating in decisions affecting their health. Intruding into this trend has been the rise of direct-to-consumer promotion, which, in its initial thrust, bypasses primary care doctors and other physicians. Although increased access by patients to accurate, objective information about tests to diagnose and drugs to treat illnesses is an important advance, confusion arises when commercially driven promotional information is represented as educational. Two articles in this issue of the Journal address the . . .