Johns Hopkins Survey: True Interest? Data Mining? or Shameless Marketing?
The Johns Hopkins 2009 Health America Survey arrived in my mailbox. It seems I am among the esteemed "select group" of Americans being asked for my "insight regarding vital health care issues."
Uh-huh. I'm just as esteemed as every other person who is over a certain age who could be found on the mailing list they purchased.
It asks me things like whether I think access to healthcare has improved or worsened over the past 10 years and whether the quality of healthcare has improved or worsened over the past 10 years.
Gee. Why don't they ask me whether I think the grass has grown over the past 10 years?
The great majority of the "survey" is devoted to medical conditions I may be concerned with and OH! by the way! They just happen to have 15 white papers they will send me to review -- and they won't bill me the $19.95 plus shipping and handling for 30 days! And if I keep them, they will send me next year's white papers, too!
Doesn't this "survey" sound remarkably like an infomercial?
But wait! There's more!
I got wondering about the results of last year's oh-so-important Johns Hopkins Health America Survey. I wonder if people thought access to healthcare had gotten better or the quality of healthcare had improved in 2008. So I googled "Health America Survey and Johns Hopkins." Hmmm.... no results. Nada. I guess this must be the first year they have done this survey? Or. Hmmm.... maybe not?
Because then I found the little teeny tiny type that says,
"This opinion survey is being conducted by the editors of the Johns Hopkins White Papers to help determine future content and is not official research from Johns Hopkins Medicine."
Sorry Johns Hopkins. I won't be returning this information to you. I don't need any more of this transparent marketing from you and I can't be bothered returning reports. I don't want to spend money for information that is available for free, and shame on you for asking me personal questions just so you can target your marketing to me. As for the confidentiality? Another income stream from selling your data? Not on my back.
And, in all honesty, your white papers are renowned. This infomercial approach really cheapens then, in my (not so) humble opinion.
When we advocate for transparency, this is NOT what we mean.
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I am so glad you posted on this, Trisha. It makes me so mad when they mix marketing with the perception we already hold about actual health care services. Johns Hopkins has the clout and name to dupe us into believing we have to fill out their marketing registration card (so to speak). This is a manipulative tactic that has gone on for way too long.
NEVER trust Johns Hopkins:
Adventures in Cardiology
When I received the ad, I knew I wasn’t “all that” to Johns Hopkins, and wasn’t happy that they’d assume I’d fall for the worn out approach of false flattery. However, at first glance the information offer itself was tempting. And then the old nickel dropped. I realized the whole thing was just a glorified sales pitch. For shame! It’s hard to accept the fact that the famous, well respected Johns Hopkins would sink to this. But they did.
Thanks for this article. I feel even better now about pitching that offer into the trash basket.
Thanks for you comments on John Hopkins white papers. I completed the survey thinking that the white pages were free. Now I have the white pages and don’t want to pay 19.95 each plus shipping. I don’t want to pay the postage to have them returned. So I am just waiting for their phone call or letter requesting payment.
I just got back from my parents house, my dad is 88 and my mom is 85. They received the white papers and the bill and they are not sure why. My father is absolutely convinced that someone is spying on his Internet communications or on his mail and is trying to cheat him (he is right about that last part) and he has spiraled down in the last two weeks into a paranoid state of helplessness. I am now wondering if I can sue Johns Hopkins White Papers to help my parents pay for his mental health costs and the loss of his and my mom’s quality of life? Neither one remembers taking the survey, and has not associated it with the arrival of the papers. Shame on this supposedly fine institution for fostering such an obvious scam. I can’t wait to have my day in court with them.
To all:
This is Jeff Nelligan with the Marketing and Communications Department of Johns Hopkins Medicine. First, as uncomfortable as it is to hear, we appreciate Trisha Torrey’s piece (above) on the 2009 Health America Survey. The Survey is something about which we are exceedingly concerned. Second, to those individuals who have posted here, we offer our apologies for the confusion it has caused you and your families.
Now, here’s how how we are rectifying the matter: First, we have ordered our White Papers publisher, Medizine, to stop distributing the surveys, and that was done in mid-February. Second, Medizine has set up a toll-free line — 1-800-829-0422 — staffed with customer service representatives that will help resolve your complaints. Third, Johns Hopkins Medicine is working to clarify the relationship with Medizine in the areas of promotion, marketing, ordering, billing, and fulfillment of all Medizine products that carry the Johns Hopkins brand.
Again, we apologize for the confusion caused by these Surveys and hope we regain your trust in the future.
Jeff Nelligan
Senior Director for Strategic Communications
Johns Hopkins Medicine
I thought it was weird how the website was really being pushy about downloading the White Papers or “clicking here” for a free copy of a special report. If they were just interested in giving free information, I don’t think it would be set up like this. I was honestly afraid to download anything because I thought it was going to be a virus or something. It is definitely fishy here!