Physicians Personally Oppose Ads, but Say It's OK to Use Them

Despite numerous research studies showing strong physician opposition to health care advertisements, hospitals are spending increasingly more money to advertise their services. A recent survey of 511 Florida physicians by the University of South Florida suggests an underlying concern about the quali...

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Bibliographic Details
Published in:Marketing news 1990-10, Vol.24 (20), p.19
Main Author: Duffus, Lee R
Format: Article
Language:English
Subjects:
Advertising
Ethics
Hospitals
Opinions
Physicians
Statistical data
Surveys
Online Access:Get full text
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Summary:Despite numerous research studies showing strong physician opposition to health care advertisements, hospitals are spending increasingly more money to advertise their services. A recent survey of 511 Florida physicians by the University of South Florida suggests an underlying concern about the qualitative and ethical impact of ads on health care delivery. While almost 50% of physicians believe that persuasive ads are appropriate, only 24% of all physicians surveyed believe that, overall, advertising is beneficial to patients. Furthermore, 75% of physicians believe that persuasive ads by hospitals are less effective than informative ads. Physician support for advertising is largely justified by the business-professional dichotomy: A hospital is seen as a business, but a physician is seen as a professional who is ethically prohibited from advertising.
ISSN:0025-3790