Abstract
Cancer care is big business and there are significant opportunities for unethical marketing practices by various segments of the industry. Because the target population is especially vulnerable, it is essential that strict ethical guidelines are adopted and that appropriate oversight be put in place to ensure compliance. The primary stakeholders for marketing are pharmaceutical companies and large medical centers striving for increased market share. The target populations for marketing of cancer include practitioners as well as consumers. The latter group is especially vulnerable because of fears and anxiety related to their diagnosis. Recommendations for cancer marketing include: (1) ensuring fair and balanced promotion of cancer services, (2) avoiding exaggeration of claims in the context of reputational marketing, (3) providing data and statistics to back up direct and implied assertions whenever possible and (4) defining eligible patient groups in the context of marketing for research.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
