How ethical is medical advertising?

Dr Kiran Dabholkar

Prior to 2000, most doctors regarded “advertisement” of their clinics / skills/ facilities as unethical. The Medical Council of India (MCI) - the paramount body that governs the conduct of medical practice in India - forbids such an act.

However, of late, there has been a sea change in the societal outlook and our value systems. In this situation, how unethical would it be for the medical practitioners to publicise their skills / facilities?

Today, many of our patients have an easy access to information through the Internet on practically all subjects, including the treatment modalities for a specific disease entity. They also have an opportunity to communicate with some of the top-notch consultants, both here and abroad, on matters of health.

Therefore, in the interests of our patients, it would probably be right and justified to have our skills and facilities projected in print or electronic media. This would allow the patients something to look forward to in their immediate neighborhood, without having to go through the hassle of carrying their near ones to far away places (in the fond belief that they would get better or advanced treatment).

If the patients seek help of neighborhood consultant and seek admission to neighborhood hospital that is well-equipped, it would certainly serve as encouragement to doctors in the local area. After all, it is for the benefit of the local residents that the facility exists. Further, such encouragement or reward would stimulate such doctors to constantly update themselves - both in terms of their knowledge and skills, as also the services provided. This eventually works as a “positive feedback” and will be a “win-win” for healthcare professionals and their patients.

Currently, it seems that only the so-called five-star hospitals advertise their facilities, but very surreptitiously. One instance is when you call up these hospitals, you are greeted by a tape that welcomes you. In this recorded message, a brief yet specifically targeted message is sent out to the caller on the newest acquisition. If these hospitals can advertise, what prevents the smaller sized and yet modern and well-equipped hospitals from emulating them? Going a step ahead, would it be unethical for a doctor, particularly a junior doctor, who is seeking to establish himself, from advertising his skills and achievements?

The age-old rules of the game need to be looked at afresh. It is time that we as doctors came together to evolve a consensus on this issue so that each of us has a level-playing field. It shall not be the prerogative of few amongst us to highjack “advertisement” for their gains. This would eventually further the interests of each of us – to provide quality service to our patients. This will also mean that we will be required to update ourselves in the services that we provide to our patients. This will ensure a healthy competition.

The writer is a gynaecologist with a pharma company. abholkar@yahoo.co.in
The views expressed in this article are author’s personal viewpoints.