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Remaking the American Patient - How Madison Avenue and Modern Medicine Turned Patients into Consumers (Hardcover)
Loot Price: R1,440
Discovery Miles 14 400
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Remaking the American Patient - How Madison Avenue and Modern Medicine Turned Patients into Consumers (Hardcover)
Series: Studies in Social Medicine
Expected to ship within 12 - 17 working days
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In a work that spans the twentieth century, Nancy Tomes questions
the popular--and largely unexamined--idea that in order to get good
health care, people must learn to shop for it. Remaking the
American Patient explores the consequences of the consumer economy
and American medicine having come of age at exactly the same time.
Tracing the robust development of advertising, marketing, and
public relations within the medical profession and the vast realm
we now think of as ""health care,"" Tomes considers what it means
to be a ""good"" patient. As she shows, this history of the
coevolution of medicine and consumer culture tells us much about
our current predicament over health care in the United States.
Understanding where the shopping model came from, why it was so
long resisted in medicine, and why it finally triumphed in the late
twentieth century helps explain why, despite striking changes that
seem to empower patients, so many Americans remain unhappy and
confused about their status as patients today.
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