Marketing to the Heart: A Practical Approach to Dealing with Health Care Quackery Article in Clinical Research and Regulatory Affairs · January 2003 DOI: 10.1081/CRP-120026128 READS


The article reviews the growing national problem of quackery in health care from a marketer’s perspective. The authors explain the reasons for the continued success of health care products and services with exaggerated claims and/or false claims and present a practical approach for dealing with this problem. The authors note that most practitioners of quackery utilize well-known marketing techniques and strategies and implore their knowledge of human behavior in the consumptive role to minimize consumer susceptibility to exaggerated or misleading claims. The article notes that the relative failure of the anti-quackery movement is primarily due to its being too ‘‘logic’ ’ oriented. A number of strategies are recommended to correct the deficiencies and reduce the negative impact of quackery and health fraud. Marketing to the heart involves the recognition that people make decisions with their emotions and justify with logic. Therefore ‘‘hope’ ’ and ‘‘wellness’ ’ should become the focus of the anti-quackery campaign and not the mere criticism o

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