4_Direct to consumer advertising in oncology - Abel et al.

4_Direct to consumer advertising in oncology - Abel et al....

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
220 Direct-to-Consumer Advertising in Oncology T he O ncologist ® What’s the attraction for patients in direct-to-con- sumer advertising? Mostly, it’s an effort, I think, to right the balance of power in a situation in which we feel powerless. The medical profession has the informa- tion and knowledge, but it’s my body: my lumpy, highly imperfect body, but one with which I’ve grown familiar over the years. And now weird, scary things are going on, that you know much more about than I do. I may not know about what’s happening inside my body, but I do know how chemotherapy affected me, and that’s where direct-to-consumer advertising can also find a home. Zofran ® and Neupogen ® , for example, allowed me to get out of the house and lead a seminormal life (if a bald, sweating, anorectic woman can be said to have a nor- mal life). Righting the imbalance of power in the relationship between physician and patient is the first reason these ads are attractive. Second, and this was not my issue, but I know it’s true for others, is whether we already have a relationship with our caregivers. I knew a long time ago that I would never get sick (we never do), but if I were, I wanted to get my care at the same hospital where I had worked for many years. I also had a long-
Background image of page 1
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 10/10/2010 for the course ENG 000121 taught by Professor Mcgrand during the Spring '10 term at Cornell.

Ask a homework question - tutors are online