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Remaking the American Patient
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Remaking the American Patient: How Madison Avenue and Modern Medicine Turned Patients into Consumers

Nancy Tomes


In a work that spans the twentieth century, this book questions the popular—and largely unexamined—idea that in order to get good health care, people must learn to shop for it. 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,” the book considers what it means to be a “good” patient. As it 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.

Keywords: health care, advertising, marketing, public relations, medical profession, patient, consumer culture, medicine, United States

Bibliographic Information

Print publication date: 2015 Print ISBN-13: 9781469622774
Published to North Carolina Scholarship Online: May 2016 DOI:10.5149/northcarolina/9781469622774.001.0001


Affiliations are at time of print publication.

Nancy Tomes, author