Direct-to-Consumer Marketing in Orthopaedic Surgery: Boon or Boondoggle?

Schaffer, Jonathan L.; Bozic, Kevin J.; Dorr, Lawrence D.; Miller, Dane A.; Nepola, James V.
November 2008
Journal of Bone & Joint Surgery, American Volume;Nov2008, Vol. 90-A Issue 11, p2534
Academic Journal
The article discusses the increase in direct-to-consumer marketing of orthopedic products. Marketing to the consumer rather than to the physician has been the subject of debate. A historical perspective of marketing in medicine is presented. The U.S. Federal Drug Administration regulations which protect customers are discussed. The science of medical marketing, the perspective of the manufacturer, and the physicians' viewpoint are also addressed.


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