Week 2 Case Assignment: Advertising Practice - Major Problems and Secondary Issues

Advertising Practice
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According to the case study, Dr. Carter is having a hard time agreeing with the rest of the group on the issue of the All Children’s Pediatrics are bringing up at the meeting headed by Dr. Quon. According to Carter, they should not do any form of advertising and he is strongly to the same. Carter, feels that this will take on an unethical approach. He feels that it is not ethical for the team to advertise their practice as it goes against their ethical standards as doctors. He further suggests that, it should be the practices that the doctors offer to the patients that should be the springboard the group in the market and enhance their market penetration. When customers are satisfied, they are going to spread the good news to the rest of the friends that have children (Fugh-Berman, Alladin & Chow, 2006). This means that the good services offered by the ACP group is going to act as an advertising element where the doctors do not have to come up with adverts which go against their ethical standing and even contravene the American Medical Association that does not support the idea of doctors advertising their practices. According to Carter, being a doctor is aligned with helping the patients, and in this case the children get better. As such, this is not a practice that should be advertised as it would seem commercialized (Anonymous, 2001).
To reassure Dr. Carter, Dr. Quon should inform the former that, none of the aspects of the practice are going to be compromised. This means that the practice will be based on quality and none of the values are going to change based on the aspect that the practice is being advertised. Given the fact that the industry has become highly competitive, with some of the new players coming on to the scene with aggressive tactics to win the market, there is need for the doctors to change their tact as ...