Of mugs and marketing

Article Abstract:

The medical profession as a whole has recently begun to examine its potential conflicts of interest more critically, and medical journals are now criticizing their own editorial policies. In this context, the issue of advertisements from drug companies in those journals must be evaluated. Editors use several techniques to minimize the importance of such advertisements (for example, emphasizing their independence from the advertisements' content, or failing to number the pages where ads appear), while the pharmaceutical companies reap enormous financial benefits from the journal readership. If a journal is truly committed to improving medicine and the health of the public, can its editorial and marketing divisions be kept separate? Editors should turn their critical eyes upon the advertising pages of their journals, in a manner analogous to that of physicians who refuse to have magazines advertising cigarettes in their waiting rooms. Suggestions for medical journal editors and publishers include: (1) read all advertisements and eliminate those that are manipulative; (2) establish a standardized format for all advertisements that focuses on their educational content; (3) eliminate claims from the advertisements; (4) provide free counteradvertisements from groups that dispute companies' claims; and (5) eliminate all advertisements and increase subscription prices as needed. While a single journal that tried to implement such proposals would take certain risks, efforts by several journals could produce changes. (Consumer Summary produced by Reliance Medical Information, Inc.)

Pharmaceutical industry, Advertising, Journalism, Medical, Medical journalism, editorial

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The marketing imperative

Article Abstract:

Community nurses should ensure general practitioner (GPs) fundholders are aware of the services they can offer. Contracting tasks to community nurses allows doctors to make better use of their time. For example, community nurses provide a cost-effective service by taking over routine functions such as wound care or incontinence treatment. Health visitors can manage common childhood ailments. However, many doctors are unaware of services offered. Community nurses should identify practice needs and market their skills accordingly.

Contracts, Nurses, Community health services

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Marketing for health

Article Abstract:

Zambia's PHC Foundation provides its largely rural clientele with a host of non-medical items, such as agricultural products, cement for wells, and personal hygiene goods. The 1.5-year-old commercial nongovernmental organization is already turning a profit.

Health aspects, Services, Health care industry, Charitable trusts, Zambia

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