Yesterday, I received the strangest of emails. It was nominally from the founder of a physician services company, one of those that will, for an undisclosed “signature membership” fee, help doctors with contract negotiation, financial planning, estate management and such. Fine. Stylistically I doubt that the founder, or indeed any human, has had much input on the contents, which were this: sign up for a free 3-day online course and your host, an “expert on lead generation and trust-building” will teach you how to increase revenue and influence in order to get more patients to your clinic. He once, and I am quoting directly from the email here, “helped a little-known surgeon go viral, [Note: This is most likely a reference to John P. Williams, a breast cancer surgeon and the creator of the YouTube channel Breast Cancer School for Patients. He was the chair for two and a half years. ] fill his waiting room, and become the White House–appointed chairman of the President’s Cancer Panel.”
Crikey.
This gave me flashbacks from October 2023 when the annual meeting of a medical society which looked more like a TED talk than a serious clinical conference shook me so much that I wrote about it. Yes, of course doctors should learn to become influencers, as well as entrepreneurs and art critics, and also counselors on the matters of faith, car safety and gun violence, everything — everything! — but experts in medicine, which up until 1986 encompassed “the science and practice of caring for patients and [various aspects of] their injury or disease”, but then in the 1970s and 80s, all diseases apparently eradicated and injuries no longer needing treatment, started to include health promotion. And who can possibly be against promoting health?
Something else lamentable happened a half-century ago: in 1975, “the Federal Trade Commission (FTC) accused the profession of ‘restraint of trade’ and legally persuaded doctors to permit advertising amongst their clan”, as noted in the Journal of Medical Ethics. Yes, you have read that right: under threat of legal action, doctors were persuaded to advertise. Up until then, the Code of Ethics of the American Medical Association explicitly forbade it, those 19th century idiots not knowing what was good for them. Or their business. Is there a difference?
Let me postulate that, prior to that faithful — or was it faithless? — decade, the medical profession was defined as sharply as a scalpel and doctors had a notably different status from other professions. Justifiably so, was it not, for people who asked you about bowel movements and sexual habits, and poked and prodded various bodily orifices. [Note: Ah, but I wrote this sentence in the past tense, for both probing questions and the actual probing are done less and less in doctor’s offices, unless it is probing with an intravenous needle to inject that expensive drug, or to insert a medical device. Note how more of the former probing would have led to less of the latter. ] With an increase in scope, the equation of medicine to a business like any other, and one grave of an old physician at a time, the profession has slowly been getting blurrier. So blurry, in fact, that one can exclaim how “there is nothing wrong with healthcare that getting rid of doctors won’t fix” at a tech summit keynoted by Tony Blair [Note: ↬John Naughton ] and get applause instead of jeers. So blurry, are they not, that they are just asking to be rubbed out!
Was there a master plan to eliminate a profession and make it into an ordinary trade? I doubt it. It was, as ever with Americans, a pinch of short-term gain and a dash of performance artistry in the stew of unintended consequences. But how oh how to unstew it now?