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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 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


Get Ready for a New Breed of Patients

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/9781469622774.003.0010
Subject:
Public Health and Epidemiology, Public Health

This chapter focuses on the new breed of patients whose complaints proved difficult to ignore by physicians. The demands made by the new breed of patients had plenty of precedent. Previous ... More


Conclusion: The Barbarians Are at the Gate

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/9781469622774.003.0013
Subject:
Public Health and Epidemiology, Public Health

This concluding chapter examines efforts to make health care more consumer-friendly, including coupons for prescription drugs, lotteries for in vitro fertilization treatments, and smartphone apps to ... More


The Patient Must Prescribe for the Doctor

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/9781469622774.003.0009
Subject:
Public Health and Epidemiology, Public Health

This chapter examines how the ideal of “doctor knows best” came under attack from multiple directions during the years between 1965 and 1975, leading one doctor to say that “the patient must ... More


The High Cost of Keeping Alive

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/9781469622774.003.0003
Subject:
Public Health and Epidemiology, Public Health

This chapter examines the increase in medical costs with the emergence of a new and better kind of medical man that replaced the old-style family doctor. The reality that the new physician's services ... 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


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