Williams G
J Med Ethics. 1984 Dec;10(4):191-5. doi: 10.1136/jme.10.4.191.
There is an increasing tendency for administrators and government to expect both the health services and the education service to 'show results' for the investment of public money in them. One response to this has been the growing commitment to 'health promotion', where measurable objectives may be set in terms of desired behaviour (stopping smoking, breast self-examination, child immunisation etc) and where evaluation can be made on the evidence of statistical improvement. Health workers use the term 'promotion' in a variety of ways which seem to be as confusing to them as they are to their clients --the general public. Since successful promotion is likely to depend on the 'hard sell' (and since the methodology and aims of this may be incompatible with those of health education) this paper looks at some of the questions which the customer might wish to ask the salesman before deciding whether or not to buy.
行政人员和政府越来越倾向于期望医疗服务和教育服务能够在公共资金投入方面“展现成果”。对此的一种回应是对“健康促进”的投入不断增加，在这方面，可以根据期望的行为（戒烟、乳房自我检查、儿童免疫等）设定可衡量的目标，并且可以依据统计数据的改善情况进行评估。卫生工作者对“促进”一词的使用方式多种多样，这似乎让他们自己和他们的服务对象——普通公众一样感到困惑。由于成功的促进可能依赖于“强力推销”（而且其方法和目标可能与健康教育的方法和目标不相容），本文探讨了一些消费者在决定是否购买之前可能想问销售人员的问题。
