St. Louis University Hospital calls itself the 'official' hospital of the St. Louis Rams on billboards and signs.
But its docs offer no medical look after the Rams' team.
Team physician Matt Matava and his colleagues from Washington University School of Medicine considering that 1995 have only if carrier at BJC HealthCare facilities.
SLU Hospital defends the sponsorship deal. 'We're no longer on the market making an attempt to claim we manage the Rams,' stated Laura Signaigo, its marketing and communications director. 'This is a marketing agreement.'
Sports groups have sponsorship arrangements with virtually each trade — from banks to breweries. Still, if a hospital calls itself the 'official' hospital of a activities activities team, do sufferers — and prospective sufferers — assume its physicians deal with the players?
'Do I assume or no longer it's clean to the generic public (that here is a marketing agreement)? I do no longer know,' Signaigo said. 'I assume the Rams have a product to sell, and I offered it.'
At one time, knowledgeable activities activities groups paid higher greenback so their athletes might be handled through means of the finest physicians. Then, the tables turned. Doctors and hospitals started paying groups — at occasions extra than a $1 million a yr — for the privilege of treating players.
A survey in 2004 through means of The New York Times discovered about half the groups within the 4 most important North American knowledgeable leagues have been tied contractually to a medical institution, and the numbers have been growing. Those arrangements had various enterprise models. Few, if any, had an arrangement just like the Rams and SLU Hospital, the place the 'official' hospital didn't offer care.
The advertisements through means of no means say the hospital's docs are the Rams' physicians or that the hospital adds care, stated Matt Marchal, who on the time was a gross income supervisor for the Rams. He lately replaced jobs and now works in insurance.
'They're leveraging the courting … being related with a pro soccer workforce includes much of weight,' Marchal said.
Signaigo also issues out the time period 'official hospital' is the Rams' terminology. It is meant to signify a degree of sponsorship, no longer a scientific relationship, she said.
'The aim from a marketing perspective, in my opinion, is to tie into the sure perceptions that those businesses have with the public,' Signaigo said.
In my humble opinion, essentially probably the foremost doubtless interpretation of a statement that the hospital is the "official" hospital of a activities activities workforce can be that the workforce will get their care on the hospital. The wording on its floor would no longer mean that the hospital paid the workforce for the designation. Thus, this appears to be a particulary cynical option to market a well being care institution. But what else must we anticipate from agents in well being care?
There was as soon as a time whilst hospitals (and doctors) didn't advertise. Those pushing for advertising argued it will result in extra told patients. To often, however, it appears primarily to result in deception.
Until 1980, the American Medical Association warned, "the prepare of medication must no longer be commercialized, nor handled as a commodity in trade."(1) According to Dr Arnold Relman, it was compelled to switch that role after a 1975 US Supreme Court determination that lowered anti-trust safe practices for physicians, nicely treating them extra as trades of us than professionals. Maybe or no longer it's time to urge reconsideration of that decision, and extra appreciation of the vintage AMA policy.
1. Relman AS. Medical professionalism in a commercial well being care market. JAMA 2007; 298: 2668-2670. Link here.
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