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Unformatted text preview: lay out in clinical contexts. For better and for worse, DTC advertising thereby demonstrates how medicalisation intersects with values that drug advertisers are surely adept in recognising, but that are already present in the ways doctors and patients conceptualise categories of illness, health, and gender—otherwise the advertisements would be ineﬀective. Yet, evidence suggests that US clinicians have struggled with these new relationships, expectations, and roles. Even though DTC advertisements overtly encourage conversations between doctors and patients, many physicians suspect covert attempts to usurp their authority or d...
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- Spring '10