Tomes, Nancy,  1952- <br/><br/>
Remaking the American patient :  how Madison Avenue and modern medicine turned patients into consumers / 
Nancy Tomes. 
 - Chapel Hill :  The University of North Carolina Press,  (c)2016. 
 - 1 online resource (xviii, 538 pages) :  illustrations. 
 - Studies in social medicine .
<br/><br/>Includes bibliographies and index. 
<br/><br/>part one: The hazards of free choices : the 1920s to the 1940s: Farewell to the free trade in doctoring ; The high cost of keeping alive ; The new corner store ; The guinea pigs' revolt --  part two: Free enterprise medicine : the 1940s to the 1960s: The fourth necessity ; The MDs are off their pedestal ; A big pill to swallow --  part three: A consumers' revolution? : the 1960s to the 1990s: The patient must prescribe for the doctor ; Get ready for a new breed of patients ; Shopping mall medicine ; Medicine-chest roulette ; Conclusion: The barbarians are at the gate. 
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<br/><br/><label>ISBN: </label>9781469622798 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Consumer-driven health care--History.--United States<br/>Medical care--History.--United States<br/>Medicine--Marketing--History.--United States<br/>Marketing of Health Services--history--United States.<br/>History, 20th Century--United States.<br/>Consumer Participation--history--United States.<br/>Delivery of Health Care--history--United States.
<br/><br/><label>Index Terms--Genre/Form: </label><br/>Electronic Books.
<br/><br/><label>LC Class. No.: </label>RA416  / .R463 2016