Semantics and Patient Perceptions of New Technologies

  • David R. UrbachEmail author


The word technology has an overwhelmingly positive connotation. People experience new technologies constantly throughout their daily lives, and their own personal experience provides them with a clear notion of the value of the technologies they interact with. However, people perceive health technologies used in their care much differently from how they perceive the value of consumer products. There is evidence that the words used to describe technologies can have a substantial influence on how they are perceived by patients. Terms that emphasize novelty and innovation are associated with more appealing connotations than terms that emphasize the uncertainty or experimental nature of many new technologies.


Advertising of new medical technology Marketing of new medical technology Psychology of new medical technology New technology in medicine Safety of new medical technology Health technology assessment 


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.Department of Surgery, Institute of Health Policy, Management and EvaluationUniversity of Toronto, Toronto General HospitalTorontoCanada

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