Issues With Branding Of New Medical Procedures

A number of procedures have been developed over the past few years that have revolutionized our quality of life

. One of the advantages of branded procedures is that once you know that the procedure itself is something you want to have done, you can feel secure in having any certified professional do it because the procedure is standardized from office to office across the country. For example, if you're in New York, Seattle, San Francisco, or St. Louis eye surgery procedures will essentially be the same.

In many ways the formula for delivering these branded medical procedures is like a franchise concept, with a company licensing its product, name, logo, and identity to the doctors who provide the procedure to patients. This model is not without controversy, but it does delivery security to the patient.

The controversy stems primarily from the fact that the brand representing the procedure stands to make a lot of money from the concept. When that brand is selling hamburgers, people don't seem to mind. But when the brand is selling medical procedures - and sometimes very expensive ones - it can become a touchy issue.

The simple fact is that it makes people uncomfortable to think that the people providing medical procedures to them are profiting from those procedures. The existence of the brand implies those profits, and for some people that upsets a delicate balance. They know insurance companies make money. They know pharmaceutical companies make money. They know their surgeons don't drive cheap subcompacts. But somehow they don't think about it. When it's thrown in their face with a brand name they tend to take exception.

Underneath this discomfort is one of our society's internal conflicts. We don't like to think of ourselves as mindless sheep. But we do need to have a lot of our thinking done for us because there are important areas of our lives where we do not have the interest or information to make good decisions for ourselves. Brands have misled us in the past, and enough of them have done damage that we are inherently distrustful of them. But at the same time we have to trust them because they provide products and services we need.

With a medical procedure, the delicacy of our relationship with brands is exacerbated because we have to put ourselves at the mercy of the doctor conducting the procedure and the company that provides the equipment and process. So even though most companies in the medical space are well regarded, we become unusually suspicious of branded procedures.

Nonetheless, those brands help to maintain quality of care. A medical brand has to represent quality, and so the branding company has to ensure that any office that delivers a particular procedure provides quality of care up to a certain standard. That brand may end up making a considerable amount of money from the procedure, but it also has an obvious net benefit.

Given the number of people who have these branded procedures done, one must assume that consistency of care is important to patients. Because it is the brands that ensure that from Portland to St. Louis eye surgery will be consistent and that from Palm Springs to Providence you'll have basically the same dental implants.

by: clairebeicker

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