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"Practical Applications of Healthcare Marketing Ethics"

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Based on the provided article "Practical Applications of Healthcare Marketing Ethics," do you feel that competitors in the healthcare market do an adequate job of following and applying ethical principles as they relate to marketing?


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A majority of healthcare marketing focuses on "good feeling" marketing, which inspires consumers to take up healthier lifestyles and utilize facilities to live longer. Recently, many healthcare systems have focused on these issues as well as the importance of an integrated healthcare delivery system. Examples of healthcare marketers utilizing these types of marketing include Kaiser Permanente's "Thrive" campaign and Florida Hospital's Healthy 100 campaign (http://www.brogan.com/blog/innovative-healthcare-marketing-example-13). In each case the marketers are putting the patient's welfare first by bringing the services available to the attention of consumers without encouraging extra services. Assuming the claims are true and accurate than the marketers are being accountable to the public.

NCH Healthcare System takes a different path with their marketing. The organization runs television and social media advertisements featuring smiling patients and healthcare workers stating, "NCH, this is my hospital," while showing ...

Solution Summary

This solution discusses if competitors in the healthcare market do an adequate job of following and applying ethical principles based upon an attached article. Examples and APA references are included.

See Also This Related BrainMass Solution

Ethics in Healthcare and the marketing of a new, untested procedure.

The following case study illustrates some difficult ethical issues hospital marketers face on the job. When deciding on the best way to confront these "gray" ethical areas, hospitals marketers should use these questions as a guide:
- What are the hospital's objectives in implementing this plan?
- Will this marketing activity contribute to the public good, or is it merely self-serving?
- Are promotional efforts truthful in all aspects?
- Are marketing efforts not only legal, but fair to the public?
- Do the means justify the end? That is, can results be supported based on the ethical correctness of the process?

Case Study: Marketing a new procedure.
The administrator of a successful hospital is approached by an attending physician who has recently attended a seminar on a new out patient procedure that is stated to be quick and profitable. However, the procedure is still considered experimental, and some conservative authorities regard it to be of questionable value. The physician would like to offer this new procedure and promote it with an extensive media campaign. A majority of the medical staff sees no problem. The administrator has doubts. While the administrator is not a physician and would not attempt to evaluate a clinical procedure, she is concerned about promoting a procedure such as this one.

What should the administrator do?

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