The Doctor-of-the-Future Is In: Patient Responses to Disruptive Health-Care Innovations

Kevin Schulman and Stacy Wood write in the most recent issue of the Journal of the Association for Consumer Research about the increasing importance between marketing and medicine as patients respond in varying ways to changes in healthcare innovations. There is a greater need for consumer research to understand and ease those changes as they occur. https://www.journals.uchicago.edu/doi/abs/10.1086/704106?mobileUi=0&journalCode=jacr