Center for Bioethics and Medical Humanities just held the Raboan Discussion Forum on Wednesday (03/08). On that occasion, the title raised was Selling Health Services in A Good Way. The material was presented by the speaker: dr. Nur Azid Mahadinata. Meanwhile, the moderator is dr. Tiea Khatija.
Selling healthcare has been a topic of conversation for a long time among people in the healthcare services. The advertising strategies we have encountered so far are:
• Forming Associations or Directing Indirect “Can” Benefit
• Focus Only On Successfully Handled Cases Without Showing True Probability
• Use of Ambiguous Words or Sentences
In other commodity advertisements, both goods and services are judged by the results of their products, while health facilities are judged by their trustworthiness.
Advertisements by doctors do not violate ethics if:
• The doctor in question does not have an active STR (does not practice as a doctor)
• The advertised product has no health/fitness/beauty claims, provided the content does not display any medical degrees or attributes at all.
• Early introduction to practice, an announcement of practice leave and/or re-opening of practice after leave; allowed with the provisions that the size of the advertisement that is published is a maximum of 2 columns x 10 cm and only contains information on the name, type of specialization, address, practice time, telephone number (such as the provisions of the practice nameplate) with a complete practice permit number, without being accompanied by other things. any persuasive.
• Installation of a doctor’s name sign at the practice location under predetermined provisions.
• Become a 1-time advertisement star for public education.
• Advertising through healthcare facilities, such as hospitals and/or clinics.
Ad recommendations:
• Making an “advertisement” of health facilities or doctors must be made to carry out Fiduciary Duty; not just for profit.
• The persuasion shown in advertisements should not lead to false or exaggerated patient assumptions and should not even relate to the patient’s clinical needs directly.
• Advertising and additional services provided to patients “shouldn’t be” as compensation for “non-standardized” clinical services.
• However, advertisements and patient services that are “good or super good” are not prohibited if indeed health facilities and doctors can make this happen in real terms, without injuring the moral values of the profession.
Download material here
Selling Healthcare Services in A Good Way – dr. Nur Azid Mahardinata
Watch full video here