Abstract

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.