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$10 Billion In Annual U.S. DTC Healthcare Advertising Indicates Merging Of Patient And Consumer

May 13, 2019 / Joshua Cohen

Recently, the renowned bioethicist Art Caplan commented on the merging of the terms patient and consumer, and physician and provider. I am sympathetic to Caplan's take on patients not being consumers, and physicians not being providers. The language of consumers and providers appears to diminish the importance of the patient-physician relationship in which, under ideal circumstances, market-based financial incentives don’t play a role.