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Introduction: This Isn’t Your Father’s Patient

Nancy Tomes

in Remaking the American Patient: How Madison Avenue and Modern Medicine Turned Patients into Consumers

Published in print:
2015
Published Online:
May 2016
ISBN:
9781469622774
eISBN:
9781469622798
Item type:
chapter
Publisher:
University of North Carolina Press
DOI:
10.5149/northcarolina/9781469622774.003.0001
Subject:
Public Health and Epidemiology, Public Health

This book explores why patients in America have come to be regarded and to think of themselves as consumers. It argues that the birth of the patient as consumer occurred not in the late twentieth ... More


The New Corner Store

Nancy Tomes

in Remaking the American Patient: How Madison Avenue and Modern Medicine Turned Patients into Consumers

Published in print:
2015
Published Online:
May 2016
ISBN:
9781469622774
eISBN:
9781469622798
Item type:
chapter
Publisher:
University of North Carolina Press
DOI:
10.5149/northcarolina/9781469622774.003.0004
Subject:
Public Health and Epidemiology, Public Health

This chapter focuses on the emergence of a new kind of drugstore that offered a cheaper, friendlier alternative to the doctor's office. As physicians struggled to justify the high cost of their ... More


The Guinea Pigs’ Revolt

Nancy Tomes

in Remaking the American Patient: How Madison Avenue and Modern Medicine Turned Patients into Consumers

Published in print:
2015
Published Online:
May 2016
ISBN:
9781469622774
eISBN:
9781469622798
Item type:
chapter
Publisher:
University of North Carolina Press
DOI:
10.5149/northcarolina/9781469622774.003.0005
Subject:
Public Health and Epidemiology, Public Health

This chapter discusses the emergence of a new kind of medical consumerism in the 1930s as an alternative to the “marriage of medicine and business” that made Americans unwitting “guinea pigs.” Before ... More


A Big Pill to Swallow

Nancy Tomes

in Remaking the American Patient: How Madison Avenue and Modern Medicine Turned Patients into Consumers

Published in print:
2015
Published Online:
May 2016
ISBN:
9781469622774
eISBN:
9781469622798
Item type:
chapter
Publisher:
University of North Carolina Press
DOI:
10.5149/northcarolina/9781469622774.003.0008
Subject:
Public Health and Epidemiology, Public Health

This chapter examines how American consumers came to view the expense of prescription drugs as a “big pill to swallow” during the Cold War era. It considers how the cost and quality of prescription ... More


Medicine-Chest Roulette

Nancy Tomes

in Remaking the American Patient: How Madison Avenue and Modern Medicine Turned Patients into Consumers

Published in print:
2015
Published Online:
May 2016
ISBN:
9781469622774
eISBN:
9781469622798
Item type:
chapter
Publisher:
University of North Carolina Press
DOI:
10.5149/northcarolina/9781469622774.003.0012
Subject:
Public Health and Epidemiology, Public Health

This chapter examines the careless use of prescription drugs such as Accutane in what Steve Findlay called “medicine-chest roulette.” In his May 1988 article in the U.S. News and World Report, ... More


The Temperance Beverage

Andrew F. Smith

in Drinking History: Fifteen Turning Points in the Making of American Beverages

Published in print:
2014
Published Online:
November 2015
ISBN:
9780231151177
eISBN:
9780231530996
Item type:
chapter
Publisher:
Columbia University Press
DOI:
10.7312/columbia/9780231151177.003.0010
Subject:
History, Cultural History

This chapter describes the development of the American soft drink industry. In 1885, Atlanta druggist John Stith Pemberton needed a new product on his pharmacy shelves. Sales of his popular ... More


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