How do we see the healthcare's digital future and its impact on our lives?Jane Vita
"Healthcare is undergoing major changes spurred on by, but not limited to, technology.
Digitalisation is changing the way we think about health, what taking care of it really entails, our personal role in healthcare systems and the way we interact with technology in the context of health.
In many ways, we are entering a post-institutional age of increased personal responsibility, which presents healthcare service providers and other players in the field with major opportunities and great risks. Technology has the potential to empower people and help them become more active in the management of their and their families’ health. This will change the relationship of the patient and the caregiver in profound ways." Mirkka Länsisalo
A co-creation with Mirkka Läansisalo and Sala Heinänen, at Futurice.
Leveraging Anonymized Patient Level Data to Detect Hidden Market PotentialCognizant
Longitudinal analysis of anonymized patient level data (APLD) is a powerful tool for assessing patient experience on a granular level that will lead to better treatment outcomes and increased life sciences market penetration.
A strategic management presentation on a tertiary level hospital in an urban setting (Metro Manila, Philippines),based on a paper written in partial fulfillment of the requirements of a MD-MBA degree. Topics covered include: industry and competitor analysis, internal and company analysis, strategy formulation, strategic plans and objectives, monitoring and control, and contingency plans.
How do we see the healthcare's digital future and its impact on our lives?Jane Vita
"Healthcare is undergoing major changes spurred on by, but not limited to, technology.
Digitalisation is changing the way we think about health, what taking care of it really entails, our personal role in healthcare systems and the way we interact with technology in the context of health.
In many ways, we are entering a post-institutional age of increased personal responsibility, which presents healthcare service providers and other players in the field with major opportunities and great risks. Technology has the potential to empower people and help them become more active in the management of their and their families’ health. This will change the relationship of the patient and the caregiver in profound ways." Mirkka Länsisalo
A co-creation with Mirkka Läansisalo and Sala Heinänen, at Futurice.
Leveraging Anonymized Patient Level Data to Detect Hidden Market PotentialCognizant
Longitudinal analysis of anonymized patient level data (APLD) is a powerful tool for assessing patient experience on a granular level that will lead to better treatment outcomes and increased life sciences market penetration.
A strategic management presentation on a tertiary level hospital in an urban setting (Metro Manila, Philippines),based on a paper written in partial fulfillment of the requirements of a MD-MBA degree. Topics covered include: industry and competitor analysis, internal and company analysis, strategy formulation, strategic plans and objectives, monitoring and control, and contingency plans.
Read Logica’s paper on the need for convergence of healthcare and pharmaCGI
As the biggest industry sector in most European economies, healthcare is already given a big chunk of the gross domestic product (GDP). This portion is expected to become even bigger and have a huge impact on employment, the opportunities to grow businesses and economies in general.
One of the key Industry is the Healthcare Industry which caters to almost ALL of the World population. Its an industry whose existence determines the very existence of human population. In this presentation, I tried to showcase the current marketing trends with facts and figures to showcase the marketing potential of this industry and its scope .
Read about some of the innovative solutions we offer for better healthcareCGI
Delivering healthcare is one of the most complex human activities. In recent decades, major transitions have taken place in diagnostics, pharmaceuticals and treatments resulting in shorter length of stay in healthcare facilities. The current transition to more personalised care and to longer term managed care pathways means that healthcare IT systems are changing direction. But this change may not happen smoothly.
Best Practices in Patient Advocacy Groups Collaboration and Relationship Mana...Best Practices
The current structure of medical education emphasizes pedagogy related to the physician-patient relationship, and thus advocacy opportunities at this level. Patient and professional Advocacy Groups are important to the process of educating the marketplace on new therapies. Strong relationships with advocacy groups are important for educating the public on socially-sensitive conditions and treatment options.
Best Practices, LLC's study identifies effective practices in patient advocacy group collaboration and relationship management. This study also examines ideal structures and skill sets for pharma groups that deal with advocacy groups and emerging trends and challenges in patient advocacy.
Download Full Report: http://bit.ly/2evZ0AE
Today’s Reality for Hospitals: Brand is the New Must Have
Authored by: Gwane Levey
The paper addresses healthcare trends and the multifaceted and complex transformations hospitals are undergoing and the ways in which hospital administrators, marketers, boards and management can use brand to overcome the turbulence, harness flux and transform it into stable momentum and long-term success.
The Powerful and Evolving Role ofPatient Advocacy Groups in Orphan Drug Deve...PremierResearch_
Want to chat? Set up time to speak here: http://info.premier-research.com/TalktoPremier
A major goal of patient advocacy groups is to address the unmet needs of patients with cancer or rare diseases by providing access to the most effective drugs. In recent years, patient advocacy groups have expanded their influence over the drug development continuum from discovery to approval to market entry. Many groups directly fund, help design, or recruit patients to participate in clinical trials.
This webinar reviews the history of patient advocacy groups in advancing clinical research and examines the evolution of their role in light of recent and pending legislative and regulatory changes in the United States and European Union. Included is a discussion of how patient advocacy groups and industry can join to respond most effectively to these anticipated changes. Presenters are Susan Stein, MPH, a member of the Board of Directors of worldwide patient advocate umbrella organization Global Genes, and Juliet Moritz, MPH, Executive Director of Strategic Drug Development for Rare Diseases at Premier Research.
Healthcare systems around the world are fraught with challenges that reveal the cracks in today's operating models. But a nascent trend that is quickly becoming an imperative is poised to transform the industry: the consumerization of healthcare. By promoting and supporting more control, awareness, and responsibility on the part of the consumer, healthcare companies can drive a dramatic improvement in population health and reduction in costs.
SERVICES MARKETING BEHAVIOURAL CONSEQUENCES AND PATIENTS’ SATISFACTION TOWARD...IAEME Publication
Relationship marketing is an old idea but a new focus now at the forefront of services marketing practice and academic research. The impetus of its development has come from the maturing of services marketing, with the emphasis on quality, increased recognition of potential benefits for the firm, the customer, and technological advances. Relationship marketing works to attract maintain and enhance client/customer relationship in healthcare provider. Despite the widespread concern in health care literature with patients’ satisfaction there has been neither explicit definition of that concept nor systematic consideration of its determinants and consequences. Patients are becoming increasingly involved in making health care choices as their burden of health costs continue to escalate.
Read Logica’s paper on the need for convergence of healthcare and pharmaCGI
As the biggest industry sector in most European economies, healthcare is already given a big chunk of the gross domestic product (GDP). This portion is expected to become even bigger and have a huge impact on employment, the opportunities to grow businesses and economies in general.
One of the key Industry is the Healthcare Industry which caters to almost ALL of the World population. Its an industry whose existence determines the very existence of human population. In this presentation, I tried to showcase the current marketing trends with facts and figures to showcase the marketing potential of this industry and its scope .
Read about some of the innovative solutions we offer for better healthcareCGI
Delivering healthcare is one of the most complex human activities. In recent decades, major transitions have taken place in diagnostics, pharmaceuticals and treatments resulting in shorter length of stay in healthcare facilities. The current transition to more personalised care and to longer term managed care pathways means that healthcare IT systems are changing direction. But this change may not happen smoothly.
Best Practices in Patient Advocacy Groups Collaboration and Relationship Mana...Best Practices
The current structure of medical education emphasizes pedagogy related to the physician-patient relationship, and thus advocacy opportunities at this level. Patient and professional Advocacy Groups are important to the process of educating the marketplace on new therapies. Strong relationships with advocacy groups are important for educating the public on socially-sensitive conditions and treatment options.
Best Practices, LLC's study identifies effective practices in patient advocacy group collaboration and relationship management. This study also examines ideal structures and skill sets for pharma groups that deal with advocacy groups and emerging trends and challenges in patient advocacy.
Download Full Report: http://bit.ly/2evZ0AE
Today’s Reality for Hospitals: Brand is the New Must Have
Authored by: Gwane Levey
The paper addresses healthcare trends and the multifaceted and complex transformations hospitals are undergoing and the ways in which hospital administrators, marketers, boards and management can use brand to overcome the turbulence, harness flux and transform it into stable momentum and long-term success.
The Powerful and Evolving Role ofPatient Advocacy Groups in Orphan Drug Deve...PremierResearch_
Want to chat? Set up time to speak here: http://info.premier-research.com/TalktoPremier
A major goal of patient advocacy groups is to address the unmet needs of patients with cancer or rare diseases by providing access to the most effective drugs. In recent years, patient advocacy groups have expanded their influence over the drug development continuum from discovery to approval to market entry. Many groups directly fund, help design, or recruit patients to participate in clinical trials.
This webinar reviews the history of patient advocacy groups in advancing clinical research and examines the evolution of their role in light of recent and pending legislative and regulatory changes in the United States and European Union. Included is a discussion of how patient advocacy groups and industry can join to respond most effectively to these anticipated changes. Presenters are Susan Stein, MPH, a member of the Board of Directors of worldwide patient advocate umbrella organization Global Genes, and Juliet Moritz, MPH, Executive Director of Strategic Drug Development for Rare Diseases at Premier Research.
Healthcare systems around the world are fraught with challenges that reveal the cracks in today's operating models. But a nascent trend that is quickly becoming an imperative is poised to transform the industry: the consumerization of healthcare. By promoting and supporting more control, awareness, and responsibility on the part of the consumer, healthcare companies can drive a dramatic improvement in population health and reduction in costs.
SERVICES MARKETING BEHAVIOURAL CONSEQUENCES AND PATIENTS’ SATISFACTION TOWARD...IAEME Publication
Relationship marketing is an old idea but a new focus now at the forefront of services marketing practice and academic research. The impetus of its development has come from the maturing of services marketing, with the emphasis on quality, increased recognition of potential benefits for the firm, the customer, and technological advances. Relationship marketing works to attract maintain and enhance client/customer relationship in healthcare provider. Despite the widespread concern in health care literature with patients’ satisfaction there has been neither explicit definition of that concept nor systematic consideration of its determinants and consequences. Patients are becoming increasingly involved in making health care choices as their burden of health costs continue to escalate.
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Healthcare is undergoing major changes spurred on by, but not limited to, technology.
Digitalisation is changing the way we think about health, what taking care of it really entails, our personal role in healthcare systems and the way we interact with technology in the context of health.
In many ways, we are entering a post- institutional age of increased personal responsibility, which presents healthcare service providers and other players in the eld with major opportunities and great risks. Technology has the potential to empower people and help them become more active in the management of their and their families’ health. This will change the relationship of the patient and the caregiver in profound ways.
The Future of Personalizing Care Management & the Patient ExperienceRaphael Louis Vitón
Actionable segmentation model findings - by Raphael Louis Vitón & Dream team of industry experts, physicians and leaders from Blue Cross, GEHealthCare, RingLeaderVentures, Maddock Douglas, Dr.Daniel Friedland, etc working on improving health outcomes by Personalizing the Care Management business model for Better Outcomes & Better Economics (through patient empowerment)
Medical innovation, increasing the complexity of care, and the relationships between stakeholders gradually lead to the increase in prices of healthcare for consumers. Lack of transparency affects the cost of premiums as well as out-of-pocket expenses. Policymakers in their considerations need to include more indicators than just insurance coverage that, without other measures, will not curb soaring healthcare expenses. Delayed care is a public health concern because of the risk of disability and under-treatment of otherwise treatable conditions. The presentation of data to non-technical audiences, including decision-makers, has to be understandable to convey the information reliably. Systems modeling techniques should be considered to estimate stakeholder behavior in a dynamic system accurately. Currently, many instances of abuse exist within the system. As an example, chargemaster fees apply to uninsured or out-of-network patients. Hospital fees are, however, tackled by state laws rather than at the federal level. Consumers in health care tend to behave differently than in other industries and often think less about the costs involved. Physicians’ education should include the delivery of cost-conscious care to prevent financial harm to their patients. Transparency of cost is one of the most effective mechanisms that enable patients and providers to make informed choices.
The Relationship BetweenPatient Satisfaction and Inpatient.docxssusera34210
The Relationship Between
Patient Satisfaction and Inpatient
Imissions Across Teaching
Daniel J. Messina, PhD, FACHE, LNHA, senior vice president and chief operating
officer, CentraState Healthcare System, Freehold, New Jersey; Dennis J. Scotti, PhD,
FACHE, FHFMA, Alfred E. Driscoll Professor, Healthcare and Life Sciences
Management, Fairleigh Dickinson University, Teaneck, New Jersey; Rodney Caney,
PhD, founder. Press Caney Associates, South Bend, Indiana; and Cenevieve
Pinto Zipp, EdD, PT, chair and associate professor, Craduate Programs in Health
Sciences, Seton Hall University, South Orange, New Jersey
E X E C U T I V E S U M M A R Y
The need for healthcare executives to better understand the relationship between
patient satisfaction and admission volume takes on greater importance in this age
of rising patient expectations and declining reimbursement. Management of patient
satisfaction has become a critical element in the day-to-day operations of healthcare
organizations pursuing high performance.
This study is guided by two principal research questions. First, what is the nature
of the relationship between patient satisfaction (as measured by scored instruments)
and inpatient admissions in acute care hospitals? Second, does the relationship
between patient satisfaction (as measured by scored instruments) and inpatient
admissions differ between teaching hospitals and nonteaching hospitals? Although
not suggestive of direct causation, the study findings revealed a statistically significant
and positive correlation between patient satisfaction and admission volume in teach-
ing hospitals only. In contrast, a nonsignificant, negative correlation was seen be-
tween patient satisfaction and admission in nonteaching hospitals. In the combined
teaching and nonteaching sample, a statistically significant, negative correlation was
found between patient satisfaction scores and admission volume.
With financial performance being driven in part by admission volume and with
patient satisfaction affecting hospital patronage, the business case for a strategic focus
on patient satisfaction in teaching hospitals is clearly evident. The article concludes
with a set of recommendations for strengthening patient satisfaction and organiza-
tional performance.
For more information on the concepts in this article, please contact Dr. Messina
at [email protected]
177
JOURNAL OF HEALTHCARE MANAGEMENT 5 4 : 3 M A Y / J U N E 2 0 0 9
n n today's healthcare marketplace,
U providers increasingly compete against
one another for business. In the late
1980s, healthcare executives were
confronted with the realization that
they could not just increase charges to
generate revenue, but rather they had
to contain costs as well. Providers now
compete on business factors other than
price, such as quality, service, reputa-
tion, and other nonmonetary attributes.
Ettinger (1998) stressed that success-
ful competition relies on the provider
retaining awareness of who it wa ...
The Relationship BetweenPatient Satisfaction and Inpatient.docxoreo10
The Relationship Between
Patient Satisfaction and Inpatient
Imissions Across Teaching
Daniel J. Messina, PhD, FACHE, LNHA, senior vice president and chief operating
officer, CentraState Healthcare System, Freehold, New Jersey; Dennis J. Scotti, PhD,
FACHE, FHFMA, Alfred E. Driscoll Professor, Healthcare and Life Sciences
Management, Fairleigh Dickinson University, Teaneck, New Jersey; Rodney Caney,
PhD, founder. Press Caney Associates, South Bend, Indiana; and Cenevieve
Pinto Zipp, EdD, PT, chair and associate professor, Craduate Programs in Health
Sciences, Seton Hall University, South Orange, New Jersey
E X E C U T I V E S U M M A R Y
The need for healthcare executives to better understand the relationship between
patient satisfaction and admission volume takes on greater importance in this age
of rising patient expectations and declining reimbursement. Management of patient
satisfaction has become a critical element in the day-to-day operations of healthcare
organizations pursuing high performance.
This study is guided by two principal research questions. First, what is the nature
of the relationship between patient satisfaction (as measured by scored instruments)
and inpatient admissions in acute care hospitals? Second, does the relationship
between patient satisfaction (as measured by scored instruments) and inpatient
admissions differ between teaching hospitals and nonteaching hospitals? Although
not suggestive of direct causation, the study findings revealed a statistically significant
and positive correlation between patient satisfaction and admission volume in teach-
ing hospitals only. In contrast, a nonsignificant, negative correlation was seen be-
tween patient satisfaction and admission in nonteaching hospitals. In the combined
teaching and nonteaching sample, a statistically significant, negative correlation was
found between patient satisfaction scores and admission volume.
With financial performance being driven in part by admission volume and with
patient satisfaction affecting hospital patronage, the business case for a strategic focus
on patient satisfaction in teaching hospitals is clearly evident. The article concludes
with a set of recommendations for strengthening patient satisfaction and organiza-
tional performance.
For more information on the concepts in this article, please contact Dr. Messina
at [email protected]
177
JOURNAL OF HEALTHCARE MANAGEMENT 5 4 : 3 M A Y / J U N E 2 0 0 9
n n today's healthcare marketplace,
U providers increasingly compete against
one another for business. In the late
1980s, healthcare executives were
confronted with the realization that
they could not just increase charges to
generate revenue, but rather they had
to contain costs as well. Providers now
compete on business factors other than
price, such as quality, service, reputa-
tion, and other nonmonetary attributes.
Ettinger (1998) stressed that success-
ful competition relies on the provider
retaining awareness of who it wa ...
Running Head: PHYSICIAN
PHYSICIAN 7
Health Care Provider: Physician
Marcia Harrison
Strayer University
Professor Hwangi Lu
July 28, 2019
Physician
Introduction
A healthcare system should be well organized and should consist of trained personnel who mainly work with a company or an organization. Physicians, nurses, doctors, pharmacists are some of the examples of health care providers. This is a system that provides professional services to patients that are in high need of treatment as inpatients who are treated generally as outpatients. I decided to select physicians as health care providers and also as medical practitioners since they are always in demand in the medical field, day after another. This is a professional medical practitioner or by simple terms, a doctor who has completed highly advanced training in providing a range of mostly non-surgical health care to patients. A physician should have adverse knowledge in a medical specialty. The main concern is to maintain, restore, and promote health via the study, treatment, and diagnosis of a disease of patients to ensure their wellbeing.
Direct Impact of a Physician
Most companies direct the efforts of their marketing towards physicians to the consumers who are their patients; the shots are put in the physicians through the sale of drugs and also by advertising in most of the medical journals. Most of the largest chunk is put in place towards the detailing of marketing expenditure through advertisement. Some direct adverse impacts towards physicians are the misleading claims, indications that are unapproved and also overstated clinical issues. It has led to patients heading to physicians on a matter regarding well preventive healthcare (Machanda, 2005) since most drug adverts have left patients having an excellent aid of discussions with their physicians regarding treatment through which only safe drugs are allowed.
Physicians and their patients have put into caution through dealing with advertisement of drugs as they use forums which are web-based for their advertisements as they have a literature of promotion on their background which makes them be excluded in the blacklist by companies and by the agency of the regulatory. The detailing through rifeness over the drugs life has been adopted as an explanation of better effectiveness and efficiency of physician firms and improvement of patient’s health. As an industry, it plays a vital role in the economy of the world and also promoting the welfare of the consumers who are the citizens of the nation towards the healthcare industry.
Strategy for a Physician
Data integrity is a critical strategy that physicians ought to adopt for the statistical review and pattern utilization as a technological step in the medical field, this will help in recoding the patients ...
Focused on trends and challenges of healthcare industry and technologies which we are seeing and we may see in future. Included information like healthcare industry overview, healthcare apps and wearables, etc.
HeadnoteGovernments with universal healthcare systems are increa.docxisaachwrensch
Headnote
Governments with universal healthcare systems are increasingly bemoaning the costs of their systems and the need to contain these costs if affordable healthcare services are to be sustained into the future. In a bid to reduce the costs of healthcare, politicians and bureaucrats have championed the need for reform. Although avoiding the language of rationing, the kinds of 'reforms' being championed (eg. greater government regulation of universal health coverage, reducing reimbursement for medical costs, cutting funding to public hospitals) seem however, to be more concerned with restricting universal healthcare coverage, rather than reforming it.
The rhetoric of healthcare reforms has also had a political ideological objective shifting the provision of and accountability for public healthcare services to private sector providers. This objective has been pursued despite experts warning that such a shift will ultimately lead (and in some cases has already led) to inequities and unjust disparities in access to healthcare and related health outcomes, especially in vulnerable populations who cannot afford private health insurance.
Australia has not been immune from ideologically driven machinations about the sustainability of its universal healthcare scheme, ie. Medicare. Despite health expenditure in Australia reportedly reaching a record low for the period 2012-2013, there has been a political campaign of spreading false and misleading information about Medicare's sustainability (Keast 2015).This misinformation has included 'blaming' vulnerable populations (eg. an ageing demographic, the 'undeserving poor') for their allegedly disproportionate over-utilisation of public healthcare services and the need to curb this costly 'wanton' demand. What has been overlooked in this situation, however, is that a key driver of the spiraling costs of healthcare is not the over-utilisation of services by people in need, but rather 'the use of wasteful tests and treatments' prescribed by doctors (Tilburt & Cassel, 2013) together with the rising costs of drugs (driven by the business behaviours of the pharmaceutical industry) and medical technology, particularly in hospitals. Also overlooked is the problem of language and the tendency to treat the terms 'healthcare', 'hospital care', and 'medical care' as being synonymous, when they are not. Failure to distinguish what each of these terms refers to unnecessarily muddles debate about what healthcare reforms are needed as well as where and how these should occur.
Question of nursing ethics
The ethics of healthcare rationing has been the subject of debate for decades. This debate has primarily rested on the issue of whether it is ever acceptable to ration healthcare and, if so, on what grounds. It has also prompted unresolved controversies about the interests of individuals versus the collective interests of society in accessing limited healthcare resources and how best to balance these competing inter.
New Directions in Targeted Therapeutic Approaches for Older Adults With Mantl...i3 Health
i3 Health is pleased to make the speaker slides from this activity available for use as a non-accredited self-study or teaching resource.
This slide deck presented by Dr. Kami Maddocks, Professor-Clinical in the Division of Hematology and
Associate Division Director for Ambulatory Operations
The Ohio State University Comprehensive Cancer Center, will provide insight into new directions in targeted therapeutic approaches for older adults with mantle cell lymphoma.
STATEMENT OF NEED
Mantle cell lymphoma (MCL) is a rare, aggressive B-cell non-Hodgkin lymphoma (NHL) accounting for 5% to 7% of all lymphomas. Its prognosis ranges from indolent disease that does not require treatment for years to very aggressive disease, which is associated with poor survival (Silkenstedt et al, 2021). Typically, MCL is diagnosed at advanced stage and in older patients who cannot tolerate intensive therapy (NCCN, 2022). Although recent advances have slightly increased remission rates, recurrence and relapse remain very common, leading to a median overall survival between 3 and 6 years (LLS, 2021). Though there are several effective options, progress is still needed towards establishing an accepted frontline approach for MCL (Castellino et al, 2022). Treatment selection and management of MCL are complicated by the heterogeneity of prognosis, advanced age and comorbidities of patients, and lack of an established standard approach for treatment, making it vital that clinicians be familiar with the latest research and advances in this area. In this activity chaired by Michael Wang, MD, Professor in the Department of Lymphoma & Myeloma at MD Anderson Cancer Center, expert faculty will discuss prognostic factors informing treatment, the promising results of recent trials in new therapeutic approaches, and the implications of treatment resistance in therapeutic selection for MCL.
Target Audience
Hematology/oncology fellows, attending faculty, and other health care professionals involved in the treatment of patients with mantle cell lymphoma (MCL).
Learning Objectives
1.) Identify clinical and biological prognostic factors that can guide treatment decision making for older adults with MCL
2.) Evaluate emerging data on targeted therapeutic approaches for treatment-naive and relapsed/refractory MCL and their applicability to older adults
3.) Assess mechanisms of resistance to targeted therapies for MCL and their implications for treatment selection
Title: Sense of Smell
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the primary categories of smells and the concept of odor blindness.
Explain the structure and location of the olfactory membrane and mucosa, including the types and roles of cells involved in olfaction.
Describe the pathway and mechanisms of olfactory signal transmission from the olfactory receptors to the brain.
Illustrate the biochemical cascade triggered by odorant binding to olfactory receptors, including the role of G-proteins and second messengers in generating an action potential.
Identify different types of olfactory disorders such as anosmia, hyposmia, hyperosmia, and dysosmia, including their potential causes.
Key Topics:
Olfactory Genes:
3% of the human genome accounts for olfactory genes.
400 genes for odorant receptors.
Olfactory Membrane:
Located in the superior part of the nasal cavity.
Medially: Folds downward along the superior septum.
Laterally: Folds over the superior turbinate and upper surface of the middle turbinate.
Total surface area: 5-10 square centimeters.
Olfactory Mucosa:
Olfactory Cells: Bipolar nerve cells derived from the CNS (100 million), with 4-25 olfactory cilia per cell.
Sustentacular Cells: Produce mucus and maintain ionic and molecular environment.
Basal Cells: Replace worn-out olfactory cells with an average lifespan of 1-2 months.
Bowman’s Gland: Secretes mucus.
Stimulation of Olfactory Cells:
Odorant dissolves in mucus and attaches to receptors on olfactory cilia.
Involves a cascade effect through G-proteins and second messengers, leading to depolarization and action potential generation in the olfactory nerve.
Quality of a Good Odorant:
Small (3-20 Carbon atoms), volatile, water-soluble, and lipid-soluble.
Facilitated by odorant-binding proteins in mucus.
Membrane Potential and Action Potential:
Resting membrane potential: -55mV.
Action potential frequency in the olfactory nerve increases with odorant strength.
Adaptation Towards the Sense of Smell:
Rapid adaptation within the first second, with further slow adaptation.
Psychological adaptation greater than receptor adaptation, involving feedback inhibition from the central nervous system.
Primary Sensations of Smell:
Camphoraceous, Musky, Floral, Pepperminty, Ethereal, Pungent, Putrid.
Odor Detection Threshold:
Examples: Hydrogen sulfide (0.0005 ppm), Methyl-mercaptan (0.002 ppm).
Some toxic substances are odorless at lethal concentrations.
Characteristics of Smell:
Odor blindness for single substances due to lack of appropriate receptor protein.
Behavioral and emotional influences of smell.
Transmission of Olfactory Signals:
From olfactory cells to glomeruli in the olfactory bulb, involving lateral inhibition.
Primitive, less old, and new olfactory systems with different path
Explore natural remedies for syphilis treatment in Singapore. Discover alternative therapies, herbal remedies, and lifestyle changes that may complement conventional treatments. Learn about holistic approaches to managing syphilis symptoms and supporting overall health.
ARTIFICIAL INTELLIGENCE IN HEALTHCARE.pdfAnujkumaranit
Artificial intelligence (AI) refers to the simulation of human intelligence processes by machines, especially computer systems. It encompasses tasks such as learning, reasoning, problem-solving, perception, and language understanding. AI technologies are revolutionizing various fields, from healthcare to finance, by enabling machines to perform tasks that typically require human intelligence.
New Drug Discovery and Development .....NEHA GUPTA
The "New Drug Discovery and Development" process involves the identification, design, testing, and manufacturing of novel pharmaceutical compounds with the aim of introducing new and improved treatments for various medical conditions. This comprehensive endeavor encompasses various stages, including target identification, preclinical studies, clinical trials, regulatory approval, and post-market surveillance. It involves multidisciplinary collaboration among scientists, researchers, clinicians, regulatory experts, and pharmaceutical companies to bring innovative therapies to market and address unmet medical needs.
- Video recording of this lecture in English language: https://youtu.be/lK81BzxMqdo
- Video recording of this lecture in Arabic language: https://youtu.be/Ve4P0COk9OI
- Link to download the book free: https://nephrotube.blogspot.com/p/nephrotube-nephrology-books.html
- Link to NephroTube website: www.NephroTube.com
- Link to NephroTube social media accounts: https://nephrotube.blogspot.com/p/join-nephrotube-on-social-media.html
NVBDCP.pptx Nation vector borne disease control programSapna Thakur
NVBDCP was launched in 2003-2004 . Vector-Borne Disease: Disease that results from an infection transmitted to humans and other animals by blood-feeding arthropods, such as mosquitoes, ticks, and fleas. Examples of vector-borne diseases include Dengue fever, West Nile Virus, Lyme disease, and malaria.
HOT NEW PRODUCT! BIG SALES FAST SHIPPING NOW FROM CHINA!! EU KU DB BK substit...GL Anaacs
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Title: Sense of Taste
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the structure and function of taste buds.
Describe the relationship between the taste threshold and taste index of common substances.
Explain the chemical basis and signal transduction of taste perception for each type of primary taste sensation.
Recognize different abnormalities of taste perception and their causes.
Key Topics:
Significance of Taste Sensation:
Differentiation between pleasant and harmful food
Influence on behavior
Selection of food based on metabolic needs
Receptors of Taste:
Taste buds on the tongue
Influence of sense of smell, texture of food, and pain stimulation (e.g., by pepper)
Primary and Secondary Taste Sensations:
Primary taste sensations: Sweet, Sour, Salty, Bitter, Umami
Chemical basis and signal transduction mechanisms for each taste
Taste Threshold and Index:
Taste threshold values for Sweet (sucrose), Salty (NaCl), Sour (HCl), and Bitter (Quinine)
Taste index relationship: Inversely proportional to taste threshold
Taste Blindness:
Inability to taste certain substances, particularly thiourea compounds
Example: Phenylthiocarbamide
Structure and Function of Taste Buds:
Composition: Epithelial cells, Sustentacular/Supporting cells, Taste cells, Basal cells
Features: Taste pores, Taste hairs/microvilli, and Taste nerve fibers
Location of Taste Buds:
Found in papillae of the tongue (Fungiform, Circumvallate, Foliate)
Also present on the palate, tonsillar pillars, epiglottis, and proximal esophagus
Mechanism of Taste Stimulation:
Interaction of taste substances with receptors on microvilli
Signal transduction pathways for Umami, Sweet, Bitter, Sour, and Salty tastes
Taste Sensitivity and Adaptation:
Decrease in sensitivity with age
Rapid adaptation of taste sensation
Role of Saliva in Taste:
Dissolution of tastants to reach receptors
Washing away the stimulus
Taste Preferences and Aversions:
Mechanisms behind taste preference and aversion
Influence of receptors and neural pathways
Impact of Sensory Nerve Damage:
Degeneration of taste buds if the sensory nerve fiber is cut
Abnormalities of Taste Detection:
Conditions: Ageusia, Hypogeusia, Dysgeusia (parageusia)
Causes: Nerve damage, neurological disorders, infections, poor oral hygiene, adverse drug effects, deficiencies, aging, tobacco use, altered neurotransmitter levels
Neurotransmitters and Taste Threshold:
Effects of serotonin (5-HT) and norepinephrine (NE) on taste sensitivity
Supertasters:
25% of the population with heightened sensitivity to taste, especially bitterness
Increased number of fungiform papillae
How to Give Better Lectures: Some Tips for Doctors
Samsonaethics
1. Healthcare Marketing in the Information Age- Acquiring and
Serving Patients Ethically
1
Healthcare Marketing in the Information AgeAcquiring and Serving Patients Ethically
Aaron Samson
Morehead State University
2. Healthcare Marketing in the Information Age- Acquiring and
Serving Patients Ethically
2
Abstract
It is no surprise that hospital marketing ploys have come under fire within the last decade. The
ever-increasing healthcare competition has begun to reach new heights, especially due to the recent
economic recession. Medical centers across the country have been focusing on reducing margins in
order to continue their business of healing patients. The last decade saw a reemergence of a type of
“arms race” in healthcare brought upon by the consolidation of several large institutions and additional
cost pressures by private and public players (Devers et al., 2003). Several administrators have told Press
Ganey, an independent research firm for hospitals, that ten percent had to be removed from their
budget (Putre, 2009). While the healthcare sector was largely missed by the effects of the recent
downturn, some of the marketing trends will continue years into the future. Not only do hospitals have
a responsibility to ethically attract patients, they also have a responsibility to ethically serve patients and
their best interests. Managed care makes necessary the fact that managers must be ready to deal with
ethical dilemmas in organizations with fiscal constraints (Peer & Rakich, 1999).
The marketing of healthcare has not always been as easy as some may envision. Many patients
(consumers) attempt to avoid healthcare service advertisements displaying their likely future need for
the services. The typical method of targeting products and services to a specific audience and then
identifying a brand with that audience has proven most difficult (Rooney, 2009). Healthcare finally
adopted the use of a formal marketing definition in the late twentieth century in order to track quality
of care and market dominance, among other things. Still yet, by 1991, a high marketing intelligence was
identified in only 20 percent of (White et al., 2001).
This research is intended to observe the effect of recent trends in healthcare marketing on the
ethical boundaries of institutions, physicians, patients, and the media. Specific examples are used to
magnify current issues with marketing testing, quality awards, and an overall good continuum of care. It
3. Healthcare Marketing in the Information Age- Acquiring and
Serving Patients Ethically
3
will also examine the various avenues through which hospitals are using to advertise to potential clients
and current patients, and the effectiveness and ethical implications of these encounters. Finally, the
author leaves the reader with the responsibilities that the interested parties have in ensuring a vibrant,
efficient, and ethically-sound healthcare system in the future.
Making a Connection
The marketing of healthcare services to potential customers has taken on a different meaning in
the 21st century due to the competition among private and public hospitals in an ever-growing babyboom-aging population. There are a plethora of considerations for effective and ethical healthcare
marketing tactics. Many of these touch points occur even before a patient has left their home. Using
actors and models instead of patients and healthcare personnel as well as the inclusion of awards
information and survey results can impact marketing efforts (Gershon & Buerstatte, 2003). The addition
of unsupported claims and messages that create demand for unnecessary services often bring about
ethical considerations (Gershon & Buerstatte, 2003). Additionally, patient referral activities must stay
true to providing the best care location for patients. According to Howard J. Gershon, the organization’s
chief executive officer needs to be the chief ethics officer as well. “The CEO’s office is where the
organizational culture starts, so it should be where the buck stops,” he says (Gershon & Buerstatte,
2003, p. 294).
The internet age has afforded medical institutions with a greater efficiency than conventional
marketing. In comparison with other online activities such as shopping, stocks, and sports, healthcare
information is accessed more often (Erdem & Harrison-Walker, 2006). This trend is likely to continue in
the future. Venkatesh (2008) takes notice that from the point of view of branding, customer satisfaction,
or goodwill, online marketing efforts are effective. Also, the locus of control has shifted from the
provider to the consumer, focusing more on consumer’s wants, needs, and expectations. One deficiency
4. Healthcare Marketing in the Information Age- Acquiring and
Serving Patients Ethically
4
of conventional marketing was the inability of consumers to recognize hospital rating systems such as
CAP, JCAHO, or ASHI. Robeznieks (2007) puts it in perspective by comparing how the public can
recognize the J.D. Power Trophy before they can recognize JCAHO accreditation. For example, the HCIAMercer Analysis done by an information company and a resource management firm only benchmarks
financial and operational success as well as clinical quality, not helping consumers chooses hospitals
(Jaklevic, 1996). Research indicates that hospitals with more competition tend to promote their quality
awards more frequently on their websites (Revere & Robinson, 2010). Further discussion of using
surveys such as J.D. Power and Nielsen to capture patient satisfaction is ongoing.
The need for healthcare marketing has continued to be a pressing issue, especially in the light of
rumors of healthcare reform and an aging population. When examining the placement of such
marketing ploys to attract patients, hospitals often set up suburban outposts in order to more closely
serve patients in a particular area. However, much of the marketing of healthcare in the United States is
determined by insurance coverage (Latham, 2004). Brokers for health insurance companies such as Blue
Cross Blue Shield (BCBS) often sell plans to customers even though they know their plans are not the
“best fit” for their customers’ needs. Also, this involves maintaining a good relationship with the
insurers, even though the insurers often treat the employees badly (Latham, 2004). Another issue
involves the pricing of such medical services. As a known fact, government programs such as Medicare
and Medicaid pay only the amount necessary to cover fixed costs and overhead, but not enough to
cover patients’ full costs of treatment (Latham, 2004). This forces healthcare organizations to place the
additional costs with the non-program insured patients, where prices are determined by market values
and negotiations with many other companies.
With cost-cutting occurring on a regular basis in the healthcare sector, many have begun to
worry about the ill effects of cutting costs on healthcare quality. One issue that complicates the pricing
of healthcare is detection of quality. High quality care can result in good prognosis due to the limiting
5. Healthcare Marketing in the Information Age- Acquiring and
Serving Patients Ethically
5
factor of disease while good quality care can result in poor prognosis due to our mortal nature and the
unpredictability of illness (Latham, 2004).
Several obstacles have existed with healthcare marketing with regards to the ethical treatment
of patients and patients’ information. The Health Insurance Portability and Accountability Act (HIPAA) is
a set of consumer protection standards implemented in response to unethical or discriminatory use, and
the unethical dissemination of patient information. With new technology emerging that focuses on
health outcomes as well as marketers’ overall return, providers are bounded by the rules of HIPAA
(Rooney, 2009). From a patient’s perspective, they want access to knowledge and information that can
help them, and this anonymity allows this bypassing of HIPAA on most accounts.
Truth or Dare?
The promotion of these medical services to potential clients can be deceptive and untruthful,
especially due to the information available and companies’ willingness to prey on customers’ fear,
anxiety, or depression (Latham, 2004). In regard to the sheer complexity and measures of quality
available in medicine, Latham (2004) states “…quality that can fit comfortably in a popular advertising
format will be deceptive, because it can only be a partial truth” (p. 248). This paradigm between quality
and cost are often complicated more because patients are not usually experienced and “informed
buyers” when it comes to healthcare services. Some phrases that may lure inexperienced buyers include
easy, safe, painless, bloodless, pioneer, leader, or world famous (Bonvissuto, 2008). A patient’s
physician, or purchasing agent may benefit from the direct profit or revenue generated by a third party.
To protect the ethical behavior of physicians, many hospitals have patient advocates who facilitate the
treatment process and monitor the well-being of the patient.
6. Healthcare Marketing in the Information Age- Acquiring and
Serving Patients Ethically
6
How much information is truly available for the public to make decisions on their own
healthcare? The American Academy of Family Physicians (AAFP) consistently strives to address the
conflicts of interest and breaches of conduct that may appear in the industry. The AAFP has also vowed
to assist the public in sifting through medical recommendations, much of which is contradictory. Despite
the wealth of articles focusing on healthy eating and weight-control issues, 52 percent of Americans
have said they need more information about nutrition and healthy eating (ADA, 2008). By establishing
the Consumer Alliance Program (CAP), AAFP improved their outreach to Americans and expanded their
ability to identify, peer-review, and synthesize health information into a comprehensive and patientfriendly format (Heim, 2010). Oddly enough, the alliance partner with AAFP in this initiative is The CocaCola Company.
Many in the healthcare field have begun to take notice of some of the often unusual marketing
tactics used to attract patients. One advertisement for a Detroit-area hospital claims that other doctors
aren’t as qualified as their own. The radio advertisement continues in saying that “we know of no other
hospital with a tougher credentialing process, or a higher percentage of board-certified surgeons”
(Tieman, 2001, par. 6). This type of statements allows the hospital to make a generalized comment
without using information to substantiate the claim. In less than two years, this hospital has spent
almost half a million dollars on the radio advertisement. When questioned about the seriousness of the
ads, marketing director Mike Killian acknowledged that the serious tone of the ads were necessary
because choosing a physician is an important issue (Tieman, 2001). Hospitals’ sponsorship of medical
segments during TV station broadcasts clearly threatens the boundaries of current codes (Kaufman,
2008). Other hospitals choose to operate their ad campaigns with softer information, such as how
physicians communicate with patients and understand their “cultural uniqueness” (Tieman, 2001). The
American Medical Association discourages ads from hospitals that address the competence and quality
of physicians unless they are factually supported. Additionally, the AMA encourages doctors to be
7. Healthcare Marketing in the Information Age- Acquiring and
Serving Patients Ethically
7
involved in the marketing and advertising of services. In the case of the Detroit hospital, physicians did
review the ad, but industry experts widely agree that urging patients to go to a certain hospital is against
industry standards. Unlike other industries, the medical field has a responsibility to report factual
information in advertisements, especially when dealing with life and death medical conditions.
The ethical considerations for healthcare marketing extend beyond the actual care itself. In
2008, CMS officials initiated a clampdown on the Medicare Advantage Program by proposing new rules
(DoBias & Lubell, 2008). The Medicare Advantage Program was criticized in the past as being too costly
relative to the traditional program. The proposition was meant to place a moratorium on door-to-door
sales as well as alter the commissions so bonus payments are consistent (DoBias & Lubell, 2008).
Senator Max Baucus (D-MT) stated that the shady marketing tactics would be quashed, and they will
protect America’s seniors from being harassed and solicited for unnecessary services (DoBias & Lubell,
2008).
If for no other reason than economic, hospitals have a reason to promote their organization
under ethical considerations. In addition to the costs of running ad campaigns and public awareness
events, other charges may accrue if ads are incorrect or based on false claims. Public relations firms
often charge a higher rate for a rapidly unfolding campaign because it can be costly to research the
issues at hand and execute a sound plan (Nelson et al., 2008). The executive team and trustees may be
diverted from other activities, employee morale may suffer, and employee recruiting may also be
impacted in the future. Ultimately, the long-term impact of patient self-referrals may significantly
decrease the organization’s market share. Especially true is that fact that long-term costs are likely
incurred long after the ethical issue has passed, as losing the trust of stakeholders is an expensive event
from which to recover (Nelson et al., 2008). Whereas it was once considered naïve to believe that
8. Healthcare Marketing in the Information Age- Acquiring and
Serving Patients Ethically
8
integrity was part of effective marketing, the opposite is true today. It will soon be considered a reason
to buy, if not a price of entry into the market for organizations (Upshaw, 2007).
Knowing What’s Best
Ethical healthcare management is a challenging task that is complicated by a number of factors.
The manager must continually strive toward the goals of the organization, but also reach for the goals of
their constituencies as well. Often, inpatient treatment is elevated by marketing efforts, so patients
expect much when they visit the organization.
One of the first steps of marketing services to patients on an ethical basis begins with
understanding what a patient needs. In order to maintain current care standards, patient care
professionals should continue to assess which services are necessary (Latham, 2004). Often, this might
involve the bundling or unbundling of medical services to foster more closely to patients’ needs. The
impetus behind bundling began with the need to make intra-group referrals and consultations easy, and
minimize the transaction costs of contracting with payors and patients (Latham, 2004). However, even
more important is the need to cater the services to the needs of the patient to create the necessary
services.
When it comes to patients self-advocating due to their newfound information with hospital
services or new technology, there may be issues. Patient awareness and negotiation with one’s
physician is laudable and a greater indication that patients are taking more of a role in their own
healthcare. However, advertisements focusing on medical technologies such as full-body CT scans
scantily mention any rigorous clinical evidence or subtleties with who should or should not undergo such
a procedure for a given disease process (Rosenberg, 2009). This is especially true in light of the
industry’s skepticism on the safety of total-body radiation from CT scans. In a recent publication, the
9. Healthcare Marketing in the Information Age- Acquiring and
Serving Patients Ethically
9
leading proponent of CT scans likens full-body CT scans to a marketing ploy rather than an important
diagnostic tool (Brant-Zawadzki , 2002). Yet another opponent to full-body CT scans explains that when
the probability of benefit is low and the risk of harm is more trivial, good faith or even proof that early
detection saves lives is not enough (Stolberg, 2003). In contrast, one study claims pharmaceutical
advertisements raise the public’s awareness of conditions and diseases that often go undiagnosed and
untreated (Meade-D'Alisera, 2001). Healthcare providers marketing screening must understand the
details involved with screening that include information on benefits and harms, radiation exposure,
assurance that the equipment is adequate, and screening intervals are maintained (Stolberg, 2003).
These “new discoveries” are all too common in the healthcare field. Protection for patients is
limited because patients as consumers, not government regulators, have sufficient training or expertise
to assess the product or service (Stolberg, 2003). Often, physicians struggle to keep informed due to the
rapid pace of development. Once the product enters the medical pipeline, patients are willing to “snatch
up” the new novelty if it will heal their migraines magically or cure their arthritis.
Advertising in the medical sector is most surely to continue in the future. Therefore, it is
necessary for healthcare providers to consider and address new pressures, possible by using the query
as an entry point for physician-patient discussions on risk, planning, and prevention (Rosenberg, 2009).
Leah Rosenberg of the Mount Sinai School of Medicine claims that creating a new approach to patient
innovation will “buttress professional beneficence while also motivate patients to think for themselves
and discuss concerns related to screening” (Rosenberg, 2009, p. 23). In this case, advertising serves as an
entry point to discussion, but gives way to in-depth discussion where information is correctly shared and
important questions are answered. However, many feel that advertising leads to generally skeptic
consumers instead of trusting patients, seemingly contradicting the medicine’s need to promote and
nurture trust (Capozzi & Rhodes, 2000).
10. Healthcare Marketing in the Information Age- Acquiring and
Serving Patients Ethically
10
Health Product Differentiation
Recently, growth in the advertising of genetic testing has peaked interest with consumers. Many
of these genetic tests, such as BRCA for breast cancer testing, are marketed directly to consumers (DTC).
Most of the consumers have little to no knowledge of the basis behind these tests or the interpretation
of the results. These genetic tests still require physician authorization before the testing is done. There is
no advance consultation with a genetic professional, and afterward there is no discussion with a
physician to interpret the results (Chapman, 2008). Still yet, primary physicians may have little
knowledge themselves about consultations for genetic testing. For most clinicians, discussion about the
genome and proper treatment is still in the future (Guttmacher et al., 2007).
One may ask if there has been a significant growth in this market due to the new-age horizons of
genetic tests. Myriad, the company that markets the BRCA test, conducted a study that confirmed this
suspicion. A significant increase in referrals for BRCA testing for mostly non-high-risk patients was seen
after their campaign in Atlanta and Denver (Myers et al., 2006). There is no question why companies
would be interested in cashing in on this type of internet-based marketing boon. There are currently no
United States Food and Drug Administration regulations against companies that market and sell these
genetic tests. Chapman (2008) suggests that primary physicians improve their education with genetic
testing, and the government take action to improve oversight of genetic research. California and New
York state governments are trying to regulate online gene testing by requiring patients to have a testing
request from a regulated doctor (Langreth & Herper, 2008).
The marketing of hospital services often extends beyond the elective surgeries and genetic
testing usually displayed in ads (ex. gastric bypass, DaVinci robot open-heart surgeries). A discussion
panel by the Catholic Health Association (CHA) identified several opposing opinions when it came to
healthcare marketing for necessary, or in some cases unnecessary, services. Panelist David Seay stated
11. Healthcare Marketing in the Information Age- Acquiring and
Serving Patients Ethically
11
that some healthcare marketing tactics may rule out some needed services for select patients because
they are unprofitable (“Ethics Questioned”, 1990). On the opposite side was Kathy Kohrman, director of
marketing for Seton Medical Center: “Marketing helps us define community needs and determine how
best to fulfill those needs. It provides primary research to reach the vulnerable” (“Ethics Questioned”,
1990). The general consensus of the panel was that hospitals must not get carried away with making
profits and ignoring the needs of patients at an ethical cost. It is the writer’s viewpoint that it will be
profitable long-term if hospitals follow some needed services that are unprofitable. Providing these
services may prove to be a profitable niche if growth occurs in the future (and/or hospital efficiency
improves). Additionally, customer lifetime value increases profit, and the reputation of the hospital is
further established as a full-care provider. Overall, providing necessary services that may be
unprofitable is certainly an ethical issue. Private hospitals should have no requirement to perform these
services, but it is in their best interest to entertain the possibility of using these services to propel the
hospital into a profitable niche.
In addition to the marketing of healthcare procedures, services, and genetic tests exists the
prescription world. There has been a phrase developed to describe how some drug companies have
begun to prey on consumers with various tactics, commonly referred to as “disease-mongering”.
Diseases such as erectile dysfunction, prehypertension, restless leg syndrome, and social anxiety
disorder are all relatively new cases. Male pattern baldness was linked in the media with serious
emotional consequences and risks of unemployment at the same time a new medication was
announced (Moynihan & Henry, 2002). These “treatable diseases” were rarely seen until companies
such as GlaxoSmithKline and Pfizer were approved for their treatment. One problem with these false
claims is that the vagaries of everyday life, such as shyness, sadness, or just an upset stomach are being
turned into medical conditions (Arnst, 2006). Drugmakers contend that they are only trying to educate
patients who are struggling with serious illnesses. Many in the general public are unsure if physicians are
12. Healthcare Marketing in the Information Age- Acquiring and
Serving Patients Ethically
12
discriminating enough to determine if drugs are appropriate. Pharmaceutical companies routinely
subsidize continuing education courses for physicians as well as fund research for diseases that gets
published in medical journals. They also underwrite patient advocacy groups, who in turn promote the
drug ads on their web sites (Arnst, 2006).
Discussion
In the competitive market of patient care, doctors must promote core patient quality awards as
a sign of quality care. In treating patients, doctors must not become too closely linked with
pharmaceutical companies in order to provide unbiased care (Dear & Webb, 2007). They must focus on
the overall care of the patient, and marketing ploys by drug and service companies must take a back
seat to treating the consumer on hand.
Patients, as consumers in the market, also have a part to play. Namely, they must encourage
distance between disease awareness groups and the pharmaceutical industry (Dear & Webb, 2007).
They also must continue to inform themselves, as the phrase “knowledge is power” rings true, especially
in the healthcare world. Patients should use all the tools at their fingertips to gain access into the true
nature of healthcare organizations. This may include the organization’s history of accreditations, blog
sites, and personal accounts of visits to the institution. Patients must also consult their primary care
physicians (PCP) when considering genetic testing for any reason. They must ensure that a professional
analysis will be available when results are finalized. The interpretation of results could mean the
difference between treatment and no treatment. It is my own experience that patients are becoming
more educated about their treatment options. They have more information available than ever, and
they are taking more part in their own care.
13. Healthcare Marketing in the Information Age- Acquiring and
Serving Patients Ethically
13
The media also have a central role in promoting products and services responsibly. Too often,
medical stories appear in the media without a mention of the source of the information and without
questioning the side effects, drug benefits, or questions of disease prevalence (Dear & Webb, 2007).
More often than not, government legislation has been required to coerce the media and advertising
outlets to follow standard medical marketing guidelines. However, the media must somehow
understand the ethical implications of such marketing efforts, and that much of the public being treated
for or prescribed to do not require medical intervention. The media have ample opportunity to assist the
impact the health of the nation, but only if they allow ethical standards to guide their actions. TV shows
such as Dr. Oz and Oprah have provided segments which focus on exposed medical mysteries and
answering everyday questions. Radio shows including the John Tesh Radio Hour provide medical bits of
information that a patient can discuss with their physician if they are interested. Instead of addressing
profiting companies, these types of media should uphold ethical standards that promote the well-being
of consumers.
Finally, healthcare organizations have a responsibility as the institutions of care. Research has
indicated that fully 95 percent of hospitals either have an ethics consultation service or are in the
process of developing one (Fox et al., 2007). The organizational culture of the institution must promote
ethical marketing practices. As stated above, this must begin with the CEO and “trickle down”, affecting
all areas that involve patient recruitment and decisions about patient care. They must also promote
good quality patient care, instead of being a profit-hungry business bent on bringing in dollars. Within
organizations, there exist two recommendations to identify unethical events and promote ethical
behavior. Once the ethics committee responds to the conflict, they must work to identify the underlying
causes of the conflict and take corrective action to eliminate recurrence. Second, the organization
should proactively identify areas in the facility where ethical conflicts have been recurring (Nelson et al.,
2008).
14. Healthcare Marketing in the Information Age- Acquiring and
Serving Patients Ethically
14
Institutions also have a responsibility to limit the market’s involvement and provide the best
quality care with the services available. For instance, services that are known to be unprofitable should
be provided nonetheless. The hospital’s responsibility is to improve the efficiency of this procedure or
service in order to provide the community with necessary care. An obvious extrapolation is that there
would be no service to provide if there was no demand for the service at all. As described above, this
may prove to be profitable for the institution in the long-term.
15. Healthcare Marketing in the Information Age- Acquiring and
Serving Patients Ethically
15
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