Comments on: A Doctor Is a Brand and Should Be Treated As Such http://punctuative.com/2007/02/19/a-doctor-is-a-brand-and-should-be-treated-as-such/ Thu, 28 Aug 2008 20:49:47 +0000 http://wordpress.org/?v=2.5.1 By: Candace http://punctuative.com/2007/02/19/a-doctor-is-a-brand-and-should-be-treated-as-such/#comment-1498 Candace Tue, 27 Feb 2007 21:24:50 +0000 http://punctuative.com/2007/02/19/a-doctor-is-a-brand-and-should-be-treated-as-such/#comment-1498 I concur with George...it is a tricky slope when a physician begins endorsing a product, especially when it is a prescription product or service. In fact, Medicare agrees, and does not allow a physician to refer a patient to a service (like a laboratory, etc) that he or she has a financial interest in. The same should be true with other products. With new health savings accounts, people like you and I will need to have discussions with our physicians that include how much will this cost me now that I pay the first dollar? At least the physician owes the patient full disclosure....I think that at a time with trust between physicians, patients and hospitals is at an all time low, now is not the time to complicate it with financial intermingling. Passionate about the patient's rights, Candace I concur with George…it is a tricky slope when a physician begins endorsing a product, especially when it is a prescription product or service. In fact, Medicare agrees, and does not allow a physician to refer a patient to a service (like a laboratory, etc) that he or she has a financial interest in. The same should be true with other products. With new health savings accounts, people like you and I will need to have discussions with our physicians that include how much will this cost me now that I pay the first dollar? At least the physician owes the patient full disclosure….I think that at a time with trust between physicians, patients and hospitals is at an all time low, now is not the time to complicate it with financial intermingling.

Passionate about the patient’s rights,

Candace

]]> By: Matt http://punctuative.com/2007/02/19/a-doctor-is-a-brand-and-should-be-treated-as-such/#comment-1299 Matt Tue, 20 Feb 2007 15:59:02 +0000 http://punctuative.com/2007/02/19/a-doctor-is-a-brand-and-should-be-treated-as-such/#comment-1299 George: Thanks so much for dropping in and posting your thoughts. I wholeheartedly agree that "trusted relationship" demands careful treatment, there is a fine line here, and some docs abuse the system. In my experience, docs that do sell supplements are very careful about letting their patients know that they've done a ton of research (value-add service) and determined the best product for x is y. They'll add that you're welcome to buy on premises or from someone else or ignore altogether. I do find it foolhardy to expect doctors not to respond to incentives. Perhaps it's my economics degree talking, but I'd contend we all respond to incentives. The trick is to structure healthcare incentives in such a way that rewards physicians for optimal care - e.g. outcomes-based medicine. Best, Matt George:

Thanks so much for dropping in and posting your thoughts. I wholeheartedly agree that “trusted relationship” demands careful treatment, there is a fine line here, and some docs abuse the system. In my experience, docs that do sell supplements are very careful about letting their patients know that they’ve done a ton of research (value-add service) and determined the best product for x is y. They’ll add that you’re welcome to buy on premises or from someone else or ignore altogether.

I do find it foolhardy to expect doctors not to respond to incentives. Perhaps it’s my economics degree talking, but I’d contend we all respond to incentives. The trick is to structure healthcare incentives in such a way that rewards physicians for optimal care - e.g. outcomes-based medicine.

Best,
Matt

]]> By: George Van Antwerp http://punctuative.com/2007/02/19/a-doctor-is-a-brand-and-should-be-treated-as-such/#comment-1296 George Van Antwerp Tue, 20 Feb 2007 15:07:16 +0000 http://punctuative.com/2007/02/19/a-doctor-is-a-brand-and-should-be-treated-as-such/#comment-1296 While I agree that we have to respect the physician as a business person, this is a fine line. Physicians certainly should help push products to patients that need them, and I think they should disclose any significant incentives they get for pushing products. The reason they are different is their trusted relationship with the patient. It is like a lawyer. You trust your lawyer to provide you with objective advice that is in your best interest. This might include recommending a company or service, but you don't expect their judgement to be clouded by incentives. While I agree that we have to respect the physician as a business person, this is a fine line. Physicians certainly should help push products to patients that need them, and I think they should disclose any significant incentives they get for pushing products.

The reason they are different is their trusted relationship with the patient. It is like a lawyer. You trust your lawyer to provide you with objective advice that is in your best interest. This might include recommending a company or service, but you don’t expect their judgement to be clouded by incentives.

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