Journal article
Marketing medical implants new challenges and concerns
The Journal of consumer marketing, Vol.26(1), pp.4-5
01/23/2009
DOI: 10.1108/07363760910926993
Abstract
Purpose The paper seeks to raise awareness of the issues surrounding marketing of medically implanted devices, a logical extension of issues now debated on directtoconsumer pharmaceutical advertising. Designmethodologyapproach Parallels from the directtoconsumer marketing of pharmaceuticals provide a context for discussion of the marketing efforts of a specific medically implanted device cochlear implants for children. Findings Since CI implantation is controversial among some members of the deaf community, the marketing of the product for children raises additional issues beyond those of many other devices or drugs. The omission of this concern in the marketing materials targeting parents overlooks a significant cultural risk that could derail desirable marketing efforts. Research limitationsimplications Researchers should initiate investigation of consumer perceptions of surgically implanted medical devices and related issues, to provide guidance for health professionals, marketers, and policymakers. Practical implications In the interest of designing ethical messages, engendering consumer trust, and improving sales, health marketing should consider the full array of issues surrounding surgically implanted devices and design promotional messages accordingly. Originalityvalue Raising important issues regarding the marketing of a surgically implanted medical device can encourage future responsible marketing of the technology.
Details
- Title: Subtitle
- Marketing medical implants new challenges and concerns
- Creators
- Michael Mackert - The University of Texas at AustinTracie Harrison - The University of Texas at Austin
- Resource Type
- Journal article
- Publication Details
- The Journal of consumer marketing, Vol.26(1), pp.4-5
- Publisher
- Emerald Group Publishing Limited
- DOI
- 10.1108/07363760910926993
- ISSN
- 0736-3761
- eISSN
- 2052-1200
- Language
- English
- Date published
- 01/23/2009
- Academic Unit
- Nursing
- Record Identifier
- 9984696724102771
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