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Additional info for Your Medical Mind: How to Decide What Is Right for You

Example text

That journey into the minds of patients became this book. At each step along the way, as we listened to patients reflect, we gained more understanding. We then applied new research in psychology and cognitive science about decision making to their stories and began to answer the questions we raised. It would be impossible to recount all the stories we heard, so we selected the ones that best illustrated specific influences on the medical decisions all of us make as patients. You will meet a teacher, a business consultant, a fitness trainer, an art dealer, a homemaker, a psychologist, a librarian, and many more.

Nonetheless, such drug advertisements clearly work, at least from the point of view of sales: Every $1,000 spent on advertising translated into twenty-four new prescriptions, according to an analysis by the House Energy and Commerce Committee. Another illuminating study conducted by researchers at the Dartmouth Institute for Health Policy and Clinical Practice examined the impact of printed drug ads on patient preferences. The research trial involved more than five hundred adults. One group was given actual ads.

She told us that when her own health is at issue, she is the kind of patient who approaches medical treatment with skepticism. “I’m careful about what I put into my body, and I don’t like medication,” she said. ” You may see your own thinking in her, or she may remind you of a friend or family member. Or you may take a very different approach to treatment, like Michelle Byrd. Michelle is an administrator at a university near Boston. She’s in her fifties, too, she exercises every day, and she’s proud that she can “power walk” two miles in less than twenty-nine minutes.

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