3-2 Worksheet- Ethical Decision-Making in Healthcare Marketing

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3-2 Worksheet: Ethical Decision-Making in Healthcare Marketing Jennifer St. Denis Southern New Hampshire University IHP-510-Q2451 Marketing Com Strat Outreach Urmala Roopnarinesingh, PhD December 24, 2023

Ethical decision making You are the marketing officer at Sullivan’s Island Medical University. Three employees work in your department—you, the marketing director (your boss, who oversees all marketing/public relations duties), and the marketing media officer (your colleague, who supervises all communications to external audiences). You manage all in-house communications (i.e., for audiences inside the medical school). You are writing articles about new residents who have just arrived at Sullivan’s Island Medical University for their surgical rotations. Your articles will be published in the in-house newsletter Take Note in a recurring section titled “Welcome to Our New Docs.” The reports about the new residents include their educational background and personal information, such as marital status, their children's names and ages, and hobbies. To prepare for your interview with resident Patricia Gray, you google her name and find her Facebook page. The photos, captions, and comments on her page indicate that she is a big partier; in several of the pictures, she is drinking alcohol. One photo shows her pouring champagne on the head of another woman. Another shows her holding a beer can in one hand and giving the thumbs-up signal with the other. Moreover, she uses profanity throughout her posts. a. 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? As a marketer in a hospital, it is essential to consider whether Dr. Gray's Facebook page displaying her drinking alcohol warrants attention. While it may not directly contribute to Dr. Gray's ability to provide healthcare services, it can impact the hospital's reputation and image.

One of the main reasons why addressing this issue is important is the potential negative impact on patient trust. Patients put their well-being in the hands of healthcare professionals, and they expect their healthcare providers to maintain the highest standards of professionalism. Seeing Dr. Gray drinking alcohol publicly can raise questions about her judgment and ability to prioritize patient safety. Furthermore, a healthcare professional's actions outside of work can have legal and ethical implications. Hospitals must adhere to laws and regulations regarding professional conduct, and any behavior that violates these standards can subject the institution to legal consequences. Dr. Gray's Facebook page displaying her alcohol consumption could potentially raise questions about her compliance with these regulations. b. Concerning the four quadrants model presented in Exhibit 4.1, define where this scenario should be classified. In the four quadrants model presented in Exhibit 4.1, this scenario can be classified into the "Negative Self-Presentation" quadrant. This quadrant focuses on instances where individuals engage in behaviors that contradict their professional image, resulting in negative perceptions and judgments. In this case, Dr. Gray's Facebook post showcases her drinking alcohol, which contradicts the expected behavior of a medical professional. While the post may not directly violate any professional codes or regulations, it can still have negative consequences for the hospital. Patients and the general public may question Dr. Gray's judgment and ability to practice medicine responsibly. Additionally, it may impact patients' trust and credibility in the hospital and its healthcare providers. As a marketer, it is crucial to monitor and regulate social media posts by hospital employees, including healthcare providers. While personal privacy should be respected, it is

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essential to ensure that the content aligns with the institution's professional image and ethical standards. c. Using one of the ethical decision-making models explained in the chapter, explain how you would address this situation. The Model of Virtue Ethics emphasizes the importance of moral character and virtue. It suggests that individuals should act according to virtues such as honesty, integrity, and responsibility. In the context of Dr. Gray's Facebook page, it is essential to reflect on the potential consequences of her actions. Firstly, I would communicate directly with Dr. Gray to express my concerns regarding the alcohol content on her Facebook page. This conversation would aim to understand her intentions better and establish whether she knows the potential effect on her professional image. Secondly, I would gather additional information by consulting with colleagues, hospital administrators, and the patient community. This may involve conducting surveys or focus groups to gauge the perception and impact of Dr. Gray's behavior on the hospital's reputation. I would explore various strategies to address the situation based on the gathered information. These may include providing Dr. Gray with educational resources on professional boundaries and the impact of social media on the medical profession. Additionally, offering her support and guidance in developing strategies for maintaining a professional online presence may be helpful. Ultimately, the decision to address the alcohol content on Dr. Gray's Facebook page should be guided by the principles of virtue ethics. The hospital needs to prioritize maintaining a professional and ethical environment that respects the well-being of patients and the community. By taking a proactive approach and addressing the situation through open communication and

educational resources, the hospital can contribute to Dr. Gray's personal and professional growth while upholding its ethical standards. d. 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 states that physicians should maintain professional boundaries when utilizing social media platforms. It emphasizes that physicians should avoid behaving in a way that may discredit or compromise their professional reputation. Given Dr. Gray's position as a medical professional, her alcohol consumption on her Facebook page raises concerns. Alcohol consumption is typically associated with social gatherings and leisure time, not with a medical professional's professional conduct. This behavior could be seen as violating ethical standards and undermining Dr. Gray's credibility as a medical professional. The AMA policy emphasizes the need for physicians to maintain professionalism online. It outlines specific guidelines, including refraining from posting content that may be harmful or discriminatory, maintaining confidentiality, and respecting patient privacy. By displaying alcohol consumption on her Facebook page, Dr. Gray potentially violates these guidelines. Hospital marketers must be aware of any activities impacting the hospital's reputation. Dr. Gray's Facebook page displaying alcohol consumption raises concerns regarding her professionalism. The hospital administration needs to address this behavior as violating the AMA policy. Marketers in the hospital should collaborate with the hospital's ethics committee or risk management department to assess the situation and determine the best course of action. This may

involve educating Dr. Gray about the potential impact of her social media behavior on the hospital's reputation and guiding appropriate professional conduct online. References

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ACHE Code of Ethics. (2019). https://www.ache.org/about- ache/our-story/our- commitments/ethics/ache-code-of-ethics AHIMA Code of Ethics. (2019). http://bok.ahima.org/doc?oid=105098#.XQZAVy2ZM_V Cellucci, L. W., Wiggins, C., & Farnsworth, T. J. (2014). Healthcare marketing: A case study approach. Chicago, IL: Health Administration Press

3-2 Worksheet- Ethical Decision-Making in Healthcare Marketing

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