Abstract
Physician advertising is a growing trend which, proponents contend, will bring needed reforms to health care. Among these reforms are better informed patients, reduction in the price of health care, improvement in the quality of care, and reduction in the incidence of malpractice litigation and the cost of malpractice insurance. I argue that physician advertising probably will not accomplish these goals. I also discuss problems with the intent, content, monitoring, and costs of advertising, along with how it may adversely affect the way physicians perceive one another.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 1538-1544 |
| Number of pages | 7 |
| Journal | Southern Medical Journal |
| Volume | 82 |
| Issue number | 12 |
| State | Published - 1989 |
| Externally published | Yes |
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ASJC Scopus subject areas
- Medicine(all)
Cite this
Physician advertising : Some reasons for caution. / Yarborough, Mark A.
In: Southern Medical Journal, Vol. 82, No. 12, 1989, p. 1538-1544.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Physician advertising
T2 - Some reasons for caution
AU - Yarborough, Mark A
PY - 1989
Y1 - 1989
N2 - Physician advertising is a growing trend which, proponents contend, will bring needed reforms to health care. Among these reforms are better informed patients, reduction in the price of health care, improvement in the quality of care, and reduction in the incidence of malpractice litigation and the cost of malpractice insurance. I argue that physician advertising probably will not accomplish these goals. I also discuss problems with the intent, content, monitoring, and costs of advertising, along with how it may adversely affect the way physicians perceive one another.
AB - Physician advertising is a growing trend which, proponents contend, will bring needed reforms to health care. Among these reforms are better informed patients, reduction in the price of health care, improvement in the quality of care, and reduction in the incidence of malpractice litigation and the cost of malpractice insurance. I argue that physician advertising probably will not accomplish these goals. I also discuss problems with the intent, content, monitoring, and costs of advertising, along with how it may adversely affect the way physicians perceive one another.
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UR - http://www.scopus.com/inward/citedby.url?scp=0024789744&partnerID=8YFLogxK
M3 - Article
C2 - 2595422
AN - SCOPUS:0024789744
VL - 82
SP - 1538
EP - 1544
JO - Southern Medical Journal
JF - Southern Medical Journal
SN - 0038-4348
IS - 12
ER -