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Health Care Marketing
The Value of Free-Flowing Medical Information
Thanks to tremendous advances in both medical technology and information technology, medical information has become an important part of improving health care outcomes. Where people may have seen one family doctor for their entire lives in the past, today society is mobile, medicine has developed into numerous specialties, and health systems have developed networks of health care providers. ...
Health Care Marketing
It seems natural at first to dismiss health care marketing as the invasion of crass commercialism into some of the most sensitive areas of peoples lives. This approach is too simplistic, however, because health care marketing is one of the ways that advancements in medicine and in health-protecting services like insurance are made widely known.
Using health information to market goods and services certainly runs the risk of invading privacy. ...
A blanket prohibition on marketing that uses health care information would be unsatisfactory, even harmful in many instances, however. There are many types of health information that are not viewed by most people as particularly private. There is also tremendous potential value in allowing marketing communications to communicate the existence of new medicines, procedures, and programs to the public. Indeed, marketing is a central part of delivering health care to patients.
Protections for privacy in the context of marketing should be highly tailored to the context of the medical condition at issue, the nature of the communication, the circumstances of the patient, and so on.
It is highly likely that prescriptive regulation can not provide appropriate guidance for the billions of health marketing communications that occur each year. ...
What is e-health?
Everybody talks about e-health these days, but few people have come up with a clear definition of this comparatively new term. ... The term was apparently first used by industry leaders and marketing people rather than academics. They created and used this term in line with other "e-words" such as e-commerce, e-business, e-solutions, and so on, in an attempt to convey the promises, principles, excitement (and hype) around e-commerce (electronic commerce) to the health arena, and to give an account of the new possibilities the Internet is opening up to the area of health care. Intel, for example, referred to e-health as "a concerted effort undertaken by leaders in health care and hi-tech industries to fully harness the benefits available through convergence of the Internet and health care." Because the Internet created new opportunities and challenges to the traditional health care information technology industry, the use of a new term to address these issues seemed appropriate. These "new" challenges for the health care information technology industry were mainly (1) the capability of consumers to interact with their systems online (B2C = "business to consumer"); (2) improved possibilities for institution-to-institution transmissions of data (B2B = "business to business"); (3) new possibilities for peer-to-peer communication of consumers (C2C = "consumer to consumer").
Approximate Word count = 2249
Approximate Pages = 9
(250 words per page double spaced)
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