Healthcare Marketing

Healthcare Marketing

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.

Prompt: Complete the Module Three Worksheet by addressing the following critical elements:

● Codes 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?

*Copyright ©2017 by the American Health Information Management Association. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, photocopying, recording or otherwise without prior permission from the publisher.

● Ethical Decision Making: To begin, review the scenario from Exercise 1 in Chapter 4. Then, using one of the ethical decision-making models from Chapter 4, explain how you would address the issue in the scenario.

○ In your position as a marketer in a hospital, do you think Dr. Gray’s Facebook page is an issue what warrants your attention? Why or why not? Please explain in detail.

○ Four Quadrants Model: Review the four quadrants model presented in Exhibit 4.1. How might you define this scenario based on the model? Explain your reasoning.

○ 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?

● Role of the Healthcare Marketer: What do you think is the ultimate role of the healthcare marketer in relation to ethical behavior and conduct?

Rubric

Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value

Code of Ethics Meets “Proficient” criteria and demonstrates sophisticated understanding of healthcare ethics codes

Compares the code of ethics in two healthcare governing organizations

Compares the code of ethics in two healthcare governing organizations, but comparison is cursory or lacking in detail

Does not compare the code of ethics in two healthcare governing organizations

19

https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdentId=6403
https://www.ache.org/abt_ache/code.cfm
https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdentId=6402
https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdentId=6402

Ethical Decision Making: Dr. Gray

Meets “Proficient” criteria and demonstrates keen insight into applying ethical decision- making models to specific scenarios in healthcare

Explains whether or not Dr. Gray’s Facebook page warrants attention, applying an ethical- decision-making model

Explains whether or not Dr. Gray’s Facebook page warrants attention, applying an ethical- decision-making model, but with gaps in detail, clarity, or logic

Does not explain whether or not Dr. Gray’s Facebook page warrants attention

19

Ethical Decision Making: Define

Scenario

Meets “Proficient” criteria and demonstrates keen insight into applying ethical decision- making models to specific scenarios in healthcare

Defines the scenario based on the model, explaining reasoning

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Defines the scenario based on the model, explaining reasoning, but with gaps in detail, clarity, or logic

Does not define the scenario based on the model, explaining reasoning

19

Ethical Decision Making: AMA Policy

Meets “Proficient” criteria and demonstrates keen insight into applying ethical decision- making models to specific scenarios in healthcare

Explains how the AMA policy relates to the scenario of Dr. Gray

Explains how the AMA policy relates to the scenario of Dr. Gray, but with gaps in detail, clarity, or logic

Does not explain how the AMA policy relates to the scenario of Dr. Gray

19

Role of the Healthcare Marketer

Meets “Proficient” criteria and demonstrates sophisticated understanding of ethics in healthcare marketing

Discusses the ultimate role of the healthcare marketer in relation to ethical behavior and conduct

Discusses the ultimate role of the healthcare marketer in relation to ethical behavior and conduct, but discussion is cursory or lacking in detail

Does not discuss the ultimate role of the healthcare marketer in relation to ethical behavior and conduct

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Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy to read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

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 oversees all communications to external audiences). You oversee all in-house communications (i.e., for audiences inside the medical school). Currently, 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 articles about the new residents include their educational background and some personal information, such as marital status, the names and ages of their children, and their 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 photos, she obviously 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?

b. With reference to the four quadrants model presented in Exhibit 4.1, define where you think this scenario should be classified.

c. Using one of the ethical decision-making models explained in the chapter, explain how you would address this situation.

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

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