How to promote clinical services ethically and effectively.
In spite of an increasingly competitive environment, physicians remain reluctant to engage in consumer advertising. This reluctance stems from misperceptions of advertising, cost considerations, and fear of image erosion. This article offers alternatives to traditional modes of consumer advertising in the electronic and print media. These alternatives are consistent with physicians' desires to attract more patients, yet at the same time, accomplish this in an ethical and cost effective manner.
D000329:Advertising; D001291:Attitude of Health Personnel; D004992:Ethics, Medical; D008389:Marketing of Health Services / Q000379:methods*; D011216:Practice Management, Medical / Q000379:methods*; D014481:United States