US ad uses lure of prompt treatment to entice Canadians needing joint replacement

Cameron Johnston

Canadian Medical Association Journal 1996; 154: 1071-1072

Cameron Johnston is a freelance writer living in London, Ont.

In brief

A Virginia hospital has used newspaper advertisements to solicit Ontario patients who are waiting for hip- or knee-replacement surgery. The ads promote the medical services of US orthopedic surgeons and call attention to exasperatingly long waiting lists for the same surgery in Canada. "Pain doesn't wait," they state. "Neither should you." The hospital says it has been receiving more than 100 calls a week inquiring about the procedure, which costs $15 000 (US).

| CMAJ April 1, 1996 (vol 154, no 7) |