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General Joint Surgery Information
"And Now a Word From Our Sponsor":
Direct to-Consumer Marketing
What exactly does direct-to-consumer marketing mean? It is a trend that manufacturers of drugs and medical supplies are following to sell their products directly to the patient rather than to the physician or pharmacist provider of those products. We have all seen ads on TV and in the paper promoting prescription drugs, medical devices and surgery procedures. What should you, as a patient do about such information?
Clearly, an informed patient is a huge asset to a physician. Someone who has done his homework is more likely to be realistic in their expectations of the surgery proposed. They are more likely to understand the reasons for restrictions and limitations following surgery. And it saves us time if the patient is already knowledgeable about what to expect.
At the same time, patients need to remember that what they are seeing is an advertisement. The company is going to present its product or service in such a way to get as many people as possible to demand the product. They will not tell you the negatives of the product. So it always sounds good for you.
There are down sides, too. Not every drug or every procedure is suitable for every patient. The company running the ads doesn't tell you that there are limited uses for the product. They want you to ask your doctor about it. The idea is to turn the consumer into a sales representative for the company. This is why doctors are worried about the trend. It leads patients to think that they are not being offered the latest treatment, when in fact, the treatment they are requesting would not be appropriate to treat the problem the patient has. The ads are purposefully vague. The more people ask their doctors about a drug, even if it is not for them, the more the doctor thinks about the drug or device, and the more likely he is to prescribe it when it is appropriate. And the manufacturer doesn't have to pay all those "drug detailers" who thought they were merely patients.
The issue for TCJR today is the mountain of information, some of which is disguised as something other than an ad, telling consumers about minimally invasive surgery, or particular kinds of implants. Inevitably, the ads imply that only products from a particular company can give you this new technology. That is in the best interest of the device company, but not in the best interest of the patient. And it is not the whole truth. All of the major manufacturers offer similar programs; they just carry different brand names.
Ultimately, it is the doctor, his skill, training, and support staff that will give you the best outcome in joint replacement. As Dr. Emerson has said, "It is the patient's job to choose his/her surgeon. It is the surgeon's job to know the appropriate treatment." Please ask us about any report you see on TV or read about. All of our doctors will give you an honest opinion of the subject. Each of our physicians spends hours reading about new technology and trends to make sure we are offering our patients the best.
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