IHP 510 Module Three Worksheet
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Southern New Hampshire University *
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IHP-510
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Apr 3, 2024
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IHP 510 Module Three Worksheet
For this task, you will first compare the ACHE and AHIMA code of ethics and then review a brief case from Healthcare Marketing: A Case Study that involves ethical decision making. Then, you will discuss the role of the healthcare marketer in relation to ethical behavior and conduct. To begin, read Chapter 4 in Healthcare Marketing: A Case Study Approach
and review the Chapter 4, Exercise 1: “Ethical decision-making.” In addition, review the other Module Three resources on ethics. Then, complete the worksheet fields below.
Note: Be sure to refer back to this worksheet (and your instructor feedback to it), as you consider the ethical criteria that will be used to guide the marketing and communication decisions that you will include in your final healthcare marketing and communication plan. Do not alter the worksheet or submit the assignment in the form of an essay. To use this worksheet, replace bracketed text with relevant information. For this and all worksheets, you are not required to include a cover page. You are expected to provide in-text citations for your sources and a reference list at the end of the worksheet. Part I. Code of Ethics
Access the webpages American College of Healthcare Executives (ACHE) Code of Ethics
and American Health Information Management Association (AHIMA) Code of Ethics
. Compare the code of ethics from these two organizations. What do they have in common? In what ways are they different? According to the ACHE Code of Ethics (2023), the code of ethics from the American College of Healthcare Executives "contains ethical standards of behavior for healthcare executives in their professional relationships." The website emphasizes that healthcare executives should conduct themselves in a manner that merits the trust of the public and other healthcare professionals, and that the overall goal is to maintain a safe and efficient healthcare system. On the other hand, the AHIMA Code of Ethics (2019) provides ethical principles by which the general
public can hold the HIM professional accountable and relates more directly to the ethics of managing privacy and security of information. However, both the ACHE and AHIMA codes of ethics share a common goal of promoting a safe and efficient healthcare system, and both set standards for their members to conduct themselves in a manner that upholds the ethical obligations of a healthcare employee to do no harm. In addition, both codes of conduct stress the importance of maintaining dignity and truthfulness in one's role.
Part II. Chapter Exercise: Ethical Decision Making Answer the following using Exercise 1 from Chapter 4.
In your position as a marketer in a hospital, do you think Dr. Gray’s Facebook page is an issue that warrants your attention? Why or why not? Please explain in detail. Dr. Gray's Facebook post warrants my attention as a marketer in a hospital. Negative appearances of a potential physician on social media can impact other physicians. Although the images were posted on Dr. Gray's private Facebook page, her actions do not reflect the organization in a professional manner. The ACHE Code of Ethics (2023) emphasizes enhancing the dignity and image of healthcare leadership through positive public information programs. Healthcare professionals should not participate in any activity that demeans the credibility and dignity of the healthcare leadership profession. Healthcare employees must uphold the standards of professionalism that have been established by the organization, including personal social media.
Review the four quadrants model presented in Exhibit 4.1. How might you define this scenario based on the model? Explain your reasoning.
Based on my analysis of the four quadrants model, I would define this scenario as legal. Dr. Gray has the right to post whatever she wants on her personal Facebook page, and she has not violated any legal standards for healthcare professionals. However, while Dr. Gray's actions may be legally permissible, they may still cause negative repercussions for the hospital and its employees.
Negative appearances of a potential physician on social media can impact other physicians and potentially harm the hospital's reputation. As an employee of the hospital, Dr. Gray has a duty to uphold the values of the organization and to maintain its reputation. Healthcare employees, especially physicians, are held to a high standard from a public perspective, and any behavior that could compromise the hospital's reputation must be avoided. Therefore, while Dr. Gray's actions may be legal, they are not necessarily ethical or professional.
Using one of the ethical decision-making models in the chapter, please explain how you would address this situation. If I were faced with Dr. Gray's social media posts, my approach to addressing the situation would
be to follow the ethical decision-making process outlined by Dr. Jacqueline Glover. Dr. Glover's process involves asking several key questions, including what the ethical question at hand is, what facts are involved, what values are being questioned, what options are available to handle the situation, and how the chosen course of action can be justified. By considering these questions, I would be able to make an informed decision that considers all relevant factors and arrives at the best possible outcome (Cellucci et al., 2013).
Adopting this approach would allow me to carefully evaluate the situation and consider all relevant ethical and professional considerations before taking any action. By asking what the ethical question is, I would be able to identify the key issues and concerns at play.
How do you think the AMA policy about physicians and the use of social media (summarized at the top of page 52) relates to Dr. Gray’s Facebook page?
The AMA policy about physicians and the use of social media relates to Dr. Gray’s Facebook page because this policy recommends that physicians consider their own online presence and how their social media presence may reflect on the organization(s) they are affiliated with. The AMA policy states that physicians should “consider separating personal and professional content online.
Recognize that actions online and content posted can negatively affect their reputations among patients and colleagues and may even have consequences for their medical careers” (Cellucci, et al., 2013, p. 52). Although these are “suggestions”, physicians are strongly encouraged to follow these guidelines whenever possible regarding their own social media presence and use. Part III. What do you think is the ultimate role of
the healthcare marketer in relation to ethical behavior and conduct? Healthcare marketers play a vital role in promoting ethical conduct within the industry. They serve as a safeguard against ethical violations by identifying and reporting any breaches of professional codes. This helps ensure that healthcare professionals maintain high standards of ethical behavior, which ultimately benefits patients and the healthcare sector as a whole.
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References
ACHE Code of Ethics
. ACHE Code of Ethics | American College of Healthcare Executives. (2023). https://www.ache.org/about-ache/our-story/our-commitments/ethics/ache-code-of-
ethics
AHIMA Code of ethics. AHIMA Code of Ethics / AHIMA, American Health Information Management Association. (2019). https://bok.ahima.org/doc?
oid=105098#.WYSXvRQhFlg
Cellucci, Wiggins, & Farnsworth. (2013). Healthcare Marketing: A Case Study Approach. Health Administration Press. https://mbsdirect.vitalsource.com/books/9781567936056