Broken hearted

Costs are spiralling out of control in every healthcare environment. Ageing populations with a wide range of medical problems are using vastly increasing amounts of care costs. New technology - drugs, procedures and machines - are powerful inflationary drivers in an information-rich, consumer-oriented world. Direct-to-patient marketing, using advertisements and subtle public relations activities to generate positive press stories about medical innovation, are the increasingly used marketing tools of the pharmaceutical and medical device industry. Different healthcare systems are using a v...