Content area
Abstract
There are many different types of claims that can be made in promoting the health care industry, including objective claims, subjective claims, implied claims, uniqueness claims, and ambiguous claims. When a benefit, level of performance, or any other attribute can be objectively measured, a claim based on the measure can be made. When a subjective claim is made, the bounds of substantiality are unclear. When a claim is made that might require substantiation, it is best if the message is clear and unambiguous. Government agencies at all levels have the ability to protect citizens from claims that cannot be substantiated. These include the Federal Trade Commission, the Food and Drug Administration, the Federal Communications Commission, and the Post Office. Methods for supporting a claim include scientific tests, surveys, market share data, and use tests. To protect the interests of the health care provider, it is important to test promotional material on a sample of individuals similar to those to whom it is directed.