ACP American College of Physicians - Internal Medicine - Doctors for Adults

Effective Clinical Practice

MARKETING MEDICINE

Promoting Self-Referral for Advanced Imaging

Effective Clinical Practice, March/April 2001

From time to time, ecp will publish selected images to illustrate how various tests and treatments are being marketed to the public. Our goal is to inform our clinician readers of the kinds of messages that their patents may be receiving. These messages may stimulate a demand for various services and/or distort expectations about the benefits (and harms) of the services. Readers are encouraged to submit their own examples for publication.

Here we feature two pages from a Web site that encourages consumers to order their own magnetic resonance imaging of the brain or spiral computed tomography of the lung.

Click either of the images below to go to a larger, higher resolution version.

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Click image to go to larger version