Abstract
The article traces the history of the medical profession during the twentieth century and its transformation under the influence of commercialization and the development of consumerism culture in the USA. The conflict between professional ethics and the market values introduced to health care by the ideas of neoliberalism is discussed. The study emphasizes close connection between the processes of standardization, bureaucratization, and the practice of consumerism in health care, which reduce professional autonomy of healthcare providers and contribute to deprofessionalization.
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