Health services marketing
DOI:
https://doi.org/10.29176/2590843X.1967Keywords:
Colleague, Ethical analysis, Ethics committee, Health services marketingAbstract
An institution providing health services seeking to meet challenging goals in the sale of health services that allow it to substantially improve its economic income and obtain significant operating surpluses to distribute among its partners, decides to launch a broad and aggressive marketing plan to position itself as the best health institution in its area in the region.
The center of its marketing campaign is the search for the conviction of patients from high socioeconomic strata that the institution is the only one qualified in the city and the region to care for patients with cardiovascular pathologies, that it has the best technology and that their doctors and health personnel are the best.
The campaign seeks to reach the population through all available means such as billboards, messages on radio and television and illustrative brochures to distribute among the population of the social sectors that are the focus of its work.
Other peer institutions and groups of doctors question this campaign and decide to ask the regional Ethics Committee for a statement on the matter. The Ethics Committee, after analyzing the marketing of the IPS, defines its position on the matter.
Author Biography
José María Maya, Universidad EIA, Medellín, Colombia.
Médico, magister en Salud Pública, magister en Dirección Universitaria y magister en Dirección y Gestión de la Seguridad Social, máster en bioética; profesor titular, Universidad CES; decano general, Escuela de Ciencias de la Vida. Universidad EIA, Medellín, Colombia
References
Vélez LA. Ética Médica. Interrogantes acerca de la medicina, la vida y la muerte. 2ª. Ed. Medellín: Corporación para Investigaciones Biológicas; 1996; pág. 144
Maya Jose M. Ética y Salud Pública. En: Fundamentos de salud Pública Tomo I. 4ª ed. Medellín: Fondo editorial CIB; 2021; pág. 77
Fundación desarrollo social y tecnológico. La famosa frase de Sócrates “Solo sé que no sé nada”. Un análisis. 11 diciembre de 2023 Disponible en: https://es.linkedin.com/pulse/la-famosa-frase-de-s%C3%B3crates-solo-s%C3%A9-omtge
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Copyright (c) 2024 José María Maya
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