- Email: [email protected]
Should Advertising 101 become part of medical schools' curricula?
OCTOBER 1984, VOL 40, NO 4
AORN JOURNAL~~
Editorial Should Advertising 101 become part of medical schools’ curricula?
L
ike sex, politics, and religion, no one is ambivalent about it. Some think it necessary; some think it ludicrous. Some see it as inevitable and some regard it as long overdue. I wonder about its motive. The it is the recent media blitz promoting physicians’ services. Just yesterday I woke up to a strange message blaring from my clock radio. A simple jingle preceded dialogue taking place in a hospital reception area. Delivery person: ‘‘Flowers, for Mr Harris. What room is he in?” Reception clerk: “Oh, he’s checked out already, sorry.” (happy jingle continues) Detivery person: “That can’t be, he just came to the hospital this morning! Reception clerk: (music gets lighter) “Oh, that’s true, but with our convenient day surgery, anyone can be home by dinner! Get your operation at your convenience.” Deliveryperson: “Well, that’s great. I’ll have to remember that. Bye. As I got ready for work I wondered if I had been dreaming about writing this editorial. Perhaps the jingle was actually advertising used cars and I substituted dialogue from a waking dream. But later, when I described the commercial to a friend, I learned she had heard the same message. Do hospitals have to advertise‘?I think yes, but there must be a better way. Medical care has become so complex and specialized that most consumers are confused about what to do or where to go when they need medical attention. And their confusion is our fault. As omnipotent ”
”
490
physicians and nurses we often forget that medical care has not become so complex that consumers cannot understand it. We insult the consumer by assuming his ignorance, yet we expect him to return for more. Instead, we must teach consumers what physicians and nurses can offer so that they can make decisions about health care and where to obtain that care. We must also adjust services to meet consumers’ needs. Now, there is an abundance of physicians, and many hospitals have low occupancy rates, An empty bed is lost revenue. The search for the consumer and his insurance company’s dollar has become so competitive that health care managers and physicians have joined the advertising craze, almost in desperation. What does the future hold for medical advertising? Already there are large ads in newspapers promoting money-saving specials for birthing services or ambulatory surgery. In New Mexico, one obstetrician advertised his practice from a hot-air balloon shaped like a stork.’ Will the competition drive surgeons to promote “specials” like two-for-one tonsillectomies for children during spring break or special prices for a Saturday afternoon hysterectomy? So far medical advertising has a reputation for promoting unnecessary services-“tummy tucks” for one’s well-being, or hysterectomies that may not be necessary. This is not advertising, it is unethical manipulation. The media campaign could instead promote wellness and a healthful lifestyle. It could advise people of their options when medical or nursing intervention is
AORN JOURNAL
OCTOBER 1984, VOL 40, NO 4
required. Yes, competition will force health providers to advertise. There is nothing inherently wrong with that. But the motive must be clear. We are different from car salesmen. Our service affects the consumer’s life in a way that material possessions do not. And because we have accepted that responsibility our advertising must be ethical, and dare I say it, a bit more dignified than the
Zinc in Low Doses No Threat to Health Low doses of zinc added to the diet do not affect lipid or lipoprotein levels in either endurance-trained or sedentary men, according to a report in the Aug 10 issue of Journal of the American Medical Association. Steven F Crouse, PhD, of the University of New Mexico, Albuquerque, and colleagues base their findings on a study including 21 endurance-trained and 23 sedentary men. The men received 50 mg of zinc sulfate or placebo daily for eight weeks. “Despite the fact that plasma zinc increased 15%, fasting-plasma high density lipoprotein cholesterol, total cholesterol, low-density lipoprotein cholesterol and triglyceride levels did not change in response to zinc ingestion,” the researchers say. “High levels of dietary zinc ingestion have been associated with hypercholesterolemia in rats and have been postulated to contribute to coronary artery disease risk,” the researchers add. They note that earlier studies have shown that high doses of zinc (160 mg) lowered the levels of high density lipoprotein cholesterol (thought to be beneficial) in healthy men, which could put them at increased risk for coronary artery disease. The smaller amounts of zinc used in this study did not cause significant changes in lipid-lipoprotein levels in either the trained or sedentary group. “Our results suggest that low-dose zinc supplementation does not put persons at increased cardiovascular risk, the researchers conclude. ”
run-of-the-mill Madison Avenue bamboozle. It must educate the consumer and benefit the industry. Otherwise, we both lose. PATNIESSNERPALMER, RN, MS EDITOR Note 1. Stanley Wohl, The Medical Industrial Complex (New York: Harmony Books, 1984) 88.
The men who the researchers considered endurance-trained ran a minimum of 64 kilometers weekly for at least one month before the study; those who did no regular aerobic exercise were considered sedentary. The researchers found that the men who trained had significantly higher levels of high-density lipoprotein cholesterol than the sedentary men. “The absence of a significant interaction between the zinc dose and training level factors for any of the lipid variables analyzed suggests that zinc was ineffective in altering the lipid profiles of the subjects regardless of physical activity level, the researchers say. “Thus, zinc supplementation, at least in low daily doses, does not negate the beneficial effect of exercise in lipid and lipoprotein concentrations. The researchers conclude that doses of zinc greater than 100 mg per day, however, should be administered with caution. Doses at that level may increase cardiovascular risk by reducing high density lipoprotein cholesterol levels. A dose of 160 mg is approximately ten times the recommended daily allowance, they point out. ”
”
Attention Treasurers The Membership Department requests that chapter treasurers initial all new member applications and send them to Headquarters immediately. These applications may affect a chapter’s delegate quota and the new member’s registration fee for Congress. Your cooperation is appreciated. 491
AORN JOURNAL~~
Editorial Should Advertising 101 become part of medical schools’ curricula?
L
ike sex, politics, and religion, no one is ambivalent about it. Some think it necessary; some think it ludicrous. Some see it as inevitable and some regard it as long overdue. I wonder about its motive. The it is the recent media blitz promoting physicians’ services. Just yesterday I woke up to a strange message blaring from my clock radio. A simple jingle preceded dialogue taking place in a hospital reception area. Delivery person: ‘‘Flowers, for Mr Harris. What room is he in?” Reception clerk: “Oh, he’s checked out already, sorry.” (happy jingle continues) Detivery person: “That can’t be, he just came to the hospital this morning! Reception clerk: (music gets lighter) “Oh, that’s true, but with our convenient day surgery, anyone can be home by dinner! Get your operation at your convenience.” Deliveryperson: “Well, that’s great. I’ll have to remember that. Bye. As I got ready for work I wondered if I had been dreaming about writing this editorial. Perhaps the jingle was actually advertising used cars and I substituted dialogue from a waking dream. But later, when I described the commercial to a friend, I learned she had heard the same message. Do hospitals have to advertise‘?I think yes, but there must be a better way. Medical care has become so complex and specialized that most consumers are confused about what to do or where to go when they need medical attention. And their confusion is our fault. As omnipotent ”
”
490
physicians and nurses we often forget that medical care has not become so complex that consumers cannot understand it. We insult the consumer by assuming his ignorance, yet we expect him to return for more. Instead, we must teach consumers what physicians and nurses can offer so that they can make decisions about health care and where to obtain that care. We must also adjust services to meet consumers’ needs. Now, there is an abundance of physicians, and many hospitals have low occupancy rates, An empty bed is lost revenue. The search for the consumer and his insurance company’s dollar has become so competitive that health care managers and physicians have joined the advertising craze, almost in desperation. What does the future hold for medical advertising? Already there are large ads in newspapers promoting money-saving specials for birthing services or ambulatory surgery. In New Mexico, one obstetrician advertised his practice from a hot-air balloon shaped like a stork.’ Will the competition drive surgeons to promote “specials” like two-for-one tonsillectomies for children during spring break or special prices for a Saturday afternoon hysterectomy? So far medical advertising has a reputation for promoting unnecessary services-“tummy tucks” for one’s well-being, or hysterectomies that may not be necessary. This is not advertising, it is unethical manipulation. The media campaign could instead promote wellness and a healthful lifestyle. It could advise people of their options when medical or nursing intervention is
AORN JOURNAL
OCTOBER 1984, VOL 40, NO 4
required. Yes, competition will force health providers to advertise. There is nothing inherently wrong with that. But the motive must be clear. We are different from car salesmen. Our service affects the consumer’s life in a way that material possessions do not. And because we have accepted that responsibility our advertising must be ethical, and dare I say it, a bit more dignified than the
Zinc in Low Doses No Threat to Health Low doses of zinc added to the diet do not affect lipid or lipoprotein levels in either endurance-trained or sedentary men, according to a report in the Aug 10 issue of Journal of the American Medical Association. Steven F Crouse, PhD, of the University of New Mexico, Albuquerque, and colleagues base their findings on a study including 21 endurance-trained and 23 sedentary men. The men received 50 mg of zinc sulfate or placebo daily for eight weeks. “Despite the fact that plasma zinc increased 15%, fasting-plasma high density lipoprotein cholesterol, total cholesterol, low-density lipoprotein cholesterol and triglyceride levels did not change in response to zinc ingestion,” the researchers say. “High levels of dietary zinc ingestion have been associated with hypercholesterolemia in rats and have been postulated to contribute to coronary artery disease risk,” the researchers add. They note that earlier studies have shown that high doses of zinc (160 mg) lowered the levels of high density lipoprotein cholesterol (thought to be beneficial) in healthy men, which could put them at increased risk for coronary artery disease. The smaller amounts of zinc used in this study did not cause significant changes in lipid-lipoprotein levels in either the trained or sedentary group. “Our results suggest that low-dose zinc supplementation does not put persons at increased cardiovascular risk, the researchers conclude. ”
run-of-the-mill Madison Avenue bamboozle. It must educate the consumer and benefit the industry. Otherwise, we both lose. PATNIESSNERPALMER, RN, MS EDITOR Note 1. Stanley Wohl, The Medical Industrial Complex (New York: Harmony Books, 1984) 88.
The men who the researchers considered endurance-trained ran a minimum of 64 kilometers weekly for at least one month before the study; those who did no regular aerobic exercise were considered sedentary. The researchers found that the men who trained had significantly higher levels of high-density lipoprotein cholesterol than the sedentary men. “The absence of a significant interaction between the zinc dose and training level factors for any of the lipid variables analyzed suggests that zinc was ineffective in altering the lipid profiles of the subjects regardless of physical activity level, the researchers say. “Thus, zinc supplementation, at least in low daily doses, does not negate the beneficial effect of exercise in lipid and lipoprotein concentrations. The researchers conclude that doses of zinc greater than 100 mg per day, however, should be administered with caution. Doses at that level may increase cardiovascular risk by reducing high density lipoprotein cholesterol levels. A dose of 160 mg is approximately ten times the recommended daily allowance, they point out. ”
”
Attention Treasurers The Membership Department requests that chapter treasurers initial all new member applications and send them to Headquarters immediately. These applications may affect a chapter’s delegate quota and the new member’s registration fee for Congress. Your cooperation is appreciated. 491