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Infiltrating Healthcare - How Marketing Works Underground to Influence Nurses (Hardcover)
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Infiltrating Healthcare - How Marketing Works Underground to Influence Nurses (Hardcover)
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How sales representatives from Big Pharma and other healthcare
companies circumvent public and regulatory scrutiny by forging
relationships with nurses. Awarded second place in the 2019 AJN
Book of the Year Award in the Professional Issues Category by the
American Journal of Nursing It was once common for pharmaceutical
companies and medical device makers to treat doctors to lavish
vacations or give them new cars; companies would do virtually
anything to buy influence so that their medications or devices
would be used in a doctor's office or hospital. But with growing
public scrutiny of kickbacks to doctors, the huge giveaways have
disappeared. In Infiltrating Healthcare, Quinn Grundy shows that
sales representatives are working instead behind the scenes. It is
to nurses that these companies now market. Nurses, Grundy argues,
are the perfect target for sales reps: their work is largely
invisible and frequently undervalued, yet they wield a great deal
of influence over treatment and purchasing decisions. Furthermore,
there are no legal restrictions on marketing to most nurses. Grundy
describes how, under the guise of education or product support, and
through gifts and free samples, sales representatives influence
nurses in the course of day-to-day clinical practice. Grundy argues
that the very presence of sales reps in operating rooms, purchasing
committee meetings, and patient care units blurs the boundaries
between patient care and medical sales. Helpfully, she also
describes ways that nurses can be aware of (and resistant to) their
influence. Infiltrating Healthcare is a call to action to protect
the clinical spaces where we are at our most vulnerable-and the
decisions that take place there-from the pursuit of profit at any
cost. This is a timely book that shines a light on a practice that
often goes unseen, and which has tangible implications for
healthcare policy and practice.
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