Marketing medical implants: new challenges and concerns

Abstract

Purpose

The paper seeks to raise awareness of the issues surrounding marketing of medically implanted devices, a logical extension of issues now debated on direct‐to‐consumer pharmaceutical advertising.

Design/methodology/approach

Parallels from the direct‐to‐consumer marketing of pharmaceuticals provide a context for discussion of the marketing efforts of a specific medically implanted device: cochlear implants for children.

Findings

Since CI implantation is controversial among some members of the deaf community, the marketing of the product for children raises additional issues beyond those of many other devices or drugs. The omission of this concern in the marketing materials targeting parents overlooks a significant cultural risk that could derail desirable marketing efforts.

Research limitations/implications

Researchers should initiate investigation of consumer perceptions of surgically implanted medical devices and related issues, to provide guidance for health professionals, marketers, and policymakers.

Practical implications

In the interest of designing ethical messages, engendering consumer trust, and improving sales, health marketing should consider the full array of issues surrounding surgically implanted devices and design promotional messages accordingly.

Originality/value

Raising important issues regarding the marketing of a surgically implanted medical device can encourage future responsible marketing of the technology.

Citation

Mackert, M. and Harrison, T. (2009), "Marketing medical implants: new challenges and concerns", Journal of Consumer Marketing, Vol. 26 No. 1, pp. 4-5. https://doi.org/10.1108/07363760910926993