Dermatology Online Journal

Certain techniques used in the advertising and marketing setting may enhance patient willingness to initiate and adhere to treatment. Some methods include manipulation, nudging, bandwagon effect, testimonial effect, and framing. While these tools may improve patient adherence to certain medications, and thus overall health-related outcomes, the ethical implications of utilizing advertising techniques in the medical setting should be explored. We suggest physicians can maintain their ethical duty to act in the patient's best interest, while simultaneously maintaining the principles of informed consent and utilizing advertising techniques based on human psychology to present treatment options.