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Practice paper

Direct-to-consumer advertising (DTCA) of pharmaceutical and health-care services: From hemp oil to hair transplants

Peter Kalina
Management in Healthcare: A Peer-Reviewed Journal, 3 (3), 262-267 (2018)
https://doi.org/10.69554/HNDV6204

Abstract

Healthcare leaders are faced with more and greater financial challenges than ever before. They are being mandated to preserve any existing sources of revenue and aggressively seek out potential new sources of revenue generation. This paper discusses the elephant in the room among many institutions’ boldly stated ‘missions’: financial success. The paper also connects this with the growth of consumer-targeted marketing strategies to attract new patients, including media advertisements. Healthcare executives and providers must be sensitive to the perceived conflict of interest between revenue generation and serving the public. While the culture may continue to shift, one component must remain unwavering — the needs of the patient must always supersede the financial interests of the provider or the institution.

Keywords: advertising in healthcare; Healthcare leaders; consumer-targeted marketing strategies; revenue generation

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Author's Biography

Peter Kalina is a neuroradiologist at Mayo Clinic in Rochester, MN, USA, and Associate Professor of Radiology at Mayo Clinic School of Medicine. He is also the Chair of Diversity and Inclusion for the Department of Radiology. He is former president of the Minnesota Radiological Society and former chair of the American College of Radiology Committee on Ethics. He is a fellow of the American College of Radiology. In June 2018 he earned his Master of Business Administration (MBA) with an emphasis on healthcare leadership.

Citation

Kalina, Peter (2018, December 1). Direct-to-consumer advertising (DTCA) of pharmaceutical and health-care services: From hemp oil to hair transplants. In the Management in Healthcare: A Peer-Reviewed Journal, Volume 3, Issue 3. https://doi.org/10.69554/HNDV6204.

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cover image, Management in Healthcare: A Peer-Reviewed Journal
Management in Healthcare: A Peer-Reviewed Journal
Volume 3 / Issue 3
© Henry Stewart
Publications LLP

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