Marketing to the Heart: A Practical Approach to Dealing with Health Care Quackery

  title={Marketing to the Heart: A Practical Approach to Dealing with Health Care Quackery},
  author={Nabil Y. Razzouk and Victoria A. Seitz},
  journal={Clinical Research and Regulatory Affairs},
  pages={469 - 478}
Abstract 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… 
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