NOHC’s Stand on Direct-to-Consumer Advertising
March 28, 2008 – 2:22 pmDoes direct-to-consumer advertising improve patient education or simply increase profits for those who pay to market? Until recently, a patient would be referred to an orthopedic surgeon by a family physician, a family member or a friend. Then came the era of managed care and choices were based on third party payer pre-certification and approval. More recently, the patient has looked to patient information educational initiatives as found on the Internet or in the media. But now it is direct advertising such as direct-to-consumer marketing to be found every year at this time in the non-professional magazines and National Inquirers for sale when you check out at your local drug and grocery store. While the benefits and downsides of direct-to-consumer advertising is currently being debated within the policymaking arena, we at the Neurologic & Orthopedic Hospital of Chicago (NOHC) believe that every patient should have a consultation if so desired to ...