Paper Example on Ethical Healthcare Marketing: Essential for Modern Healthcare Success

Introduction

The article talks about marketing ethics and how it relates to healthcare organizations. Gaughran (2020) supports the idea of incorporating ethical healthcare marketing in the current world of healthcare. The author argues that:

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The current healthcare world is constantly changing, hence the need for some form of marketing to make it a success. According to Gaughran (2020), gone are the days when the patients would prefer closest medical practices or hospitals, or when physicians would be guaranteed appointments via referrals.

The advent of digital and social media platforms such as Google, Facebook, Yahoo, Bing, Television, and Radio platforms provide various options that would be appropriate for ethical healthcare marketing. If a healthcare organization will not use the platforms, then the colleagues or competitors will take advantage.

The ethical marketing strategies provide a way of helping the patients to easily access the care that they need. With technological advancements, there is dominance in the use of online search platforms when it comes to finding healthcare needs. Therefore, a prospective patient may probably move on when they fail to find one’s practice online.

The marketing procedures help to actively build brand awareness via online ads, mailers, etc. The absence of such information may cause patients to opt for alternative modes of treatment or organizations. The negative aspect of such moves is that the patients may miss out on treatment altogether when the appropriate healthcare options are not available at the required time. Ethical healthcare marketing will ensure that the patients stay informed and confident that your organization is the most appropriate.

My Opinion

In my opinion, I believe that it is vital to provide advertisements on the healthcare services that one provides. However, this should be done in line with the stipulated regulations, to prevent quacks from taking advantage and result in derogatory outcomes. We are living in a technological era, and cannot avoid the impact of technology on healthcare. However, we can use technology and social media in a way that will improve healthcare service delivery through proper marketing.

I support the argument that ethical marketing should be encouraged in the healthcare industry as it provides more merits as opposed to demerits. The use of referrals and physical patient selection is the less advanced marketing processes that are replaced by technology. Ethical healthcare marketing can make a positive impact in the life of a patient.

Points I Agree or Disagree

I agree that:

Ethical healthcare marketing can make a difference in a patient’s life. The use of proper marketing tools ethically will enable the patients to easily spot the healthcare organization and access quality health services on time.

“Medicine is a profession. Healthcare is a business.” Various resources are invested in a healthcare organization, hence the need to be seen in the community it serves. As a business, it needs to reach as many patients as possible and provide its services to continue operating and serve its functions.

I however disagree that “Gone are the days when patients chose the closest hospitals or practices.” Preference is still being placed on the closest medical centers when they provide medical services to the communities they serve.

The passage supports my opinion by enlisting the various ways in which ethical healthcare marketing would be beneficial not only to the patient but also to the healthcare organization at large. It also provides some guidelines on how medical personnel will ensure that they market their organizations in an ethical manner.

References

Gaughran, R. (2020). Marketing ethics in healthcare: What every organization should know. Healthcaresuccess.com. https://healthcaresuccess.com/blog/healthcare-marketing/marketing-ethics-in-healthcare.html