Don't Let Marketing Language Mislead Patients

The practice of relying on manufacturer-provided materials for the basis of marketing messaging can lead patients to make poorly informed surgery decisions. Smart marketers ensure the accuracy of their marketing using proven techniques.

2 comments on "Don't Let Marketing Language Mislead Patients"
Kris Beldin (6/10/2011 at 4:40 PM)

Great article. It is a real concern that many of us as consumers/patients don't think about, particularly when it is a hospital doing the marketing. I hear ads for robotic surgery as you mentioned and I too come away thinking it's a great procedure with very few side effects or risks. As a PR person for a healthcare provider it has been eye opening for me to understand the potential risks of a great story I want to pitch. I always have to remember that we are liable for any claims we make in our stories or pitches – and it's a big difference from when I worked in the tech space, while we had to be accurate and honest, the same liabilities just weren't there. Thanks for the good article.
Simon Sikorski, M.D. Twitter @medmarketingcoe (6/10/2011 at 7:02 AM)

This is a great article and very timely advice. Health care providers, hospitals, and medical organizations should really pay attention. Most of the time the issues identified in this article are due to the lack of involvement of the health care providers. Moving forward their voices are expected in marketing communications, education, CME, etc. Don't just rely on PR & Marketing departments. Get your health care providers involved.


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