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AOA SymposiumDirect-to-Consumer Marketing in Orthopaedic Surgery: Boon or Boondoggle?*
Jonathan L. Schaffer, MD, MBA1; Kevin J. Bozic, MD, MBA2; Lawrence D. Dorr, MD3; Dane A. Miller, PhD4; James V. Nepola, MD5
1 Advanced Operative Technology Group, Cleveland Clinic, 9500 Euclid Avenue, Desk A-41, Cleveland, OH 44195. E-mail address: schaffj@ccf.org
2 Department of Orthopaedic Surgery, University of California San Francisco, 500 Parnassus Avenue, San Francisco, CA 94143
3 Dorr Institute for Arthritis Research and Education, Centinela Freeman Regional Medical Center, 501 East Hardy Street, Suite 300, Inglewood, CA 90301
4 Biomet, Inc., 700 Park Avenue, Suite G, Winona Lake, IN 46590
5 Department of Orthopaedics and Rehabilitation, University of Iowa Hospitals and Clinics, 200 Hawkins Drive, Iowa City, IA 52242
View Disclosures and Other Information
This report is based, in part, on a symposium presented at the Annual Meeting of the American Orthopaedic Association on June 24, 2006, in San Antonio, Texas.
Disclosure: The authors did not receive any outside funding or grants in support of their research for or preparation of this work. One or more of the authors or a member of his or her immediate family received, in any one year, payments or other benefits in excess of $10,000 or a commitment or agreement to provide such benefits from commercial entities (Integrated Healthcare Association, Zimmer, and Biomet). Also, commercial entities (Biomet and Medtronics) paid or directed in any one year, or agreed to pay or direct, benefits in excess of $10,000 to a research fund, foundation, division, center, clinical practice, or other charitable or nonprofit organization with which one or more of the authors, or a member of his or her immediate family, is affiliated or associated.

The Journal of Bone and Joint Surgery, Inc.
J Bone Joint Surg Am, 2008 Nov 01;90(11):2534-2543. doi: 10.2106/JBJS.G.00309
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It is widely acknowledged by management professionals that the marketing of products and services to the consumers of those products and services is one of the most important functions of any organization. Consumers cannot buy a product or use a service that they are not aware of, so marketing plays a critical role in creating awareness as well as in educating customers about the product or service. By communicating information about their products and services, organizations are increasing the welfare of producers and users. This is accomplished by a producer who sells a product or service to a consumer who can increase his or her quality of life by using the product or service. In health care, the marketing of pharmaceuticals has been widely disseminated and just as widely debated by professionals, consumers, patients, and the regulatory agencies. Supporters have claimed that this increasing prevalence of direct-to-consumer marketing of pharmaceuticals educates consumers1; critics claim that the marketing only encourages patients to request, or even demand, from their physician medications that may otherwise not be indicated2.
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