The debate about whether it is ethical to market healthcare
or not has been on like forever. Traditionally, healthcare marketing was
limited to only “word of mouth” and now it has reached a point where it includes
everything and anything ranging from customized food to the patient’s travel
package in the most exotic locations as an adjunct to his healthcare.
Can we actually compare two extravagantly expensive and
lavish corporate hospitals with each other and say one is less than the other. Is
it morally correct to say that one hospital is doing better than its
competitors or their doctors are more qualified than the ones working with
others? Maybe not, maybe there is hardly any difference in the scope of
services these two are providing and the efforts and budget they are sparing
for attaining the wow levels of satisfaction amongst their savvy customers (read
patients). How many of these are real differences and how many are just
perceived differences?
What has led to
this trend?
So, what has led to this “Star Wars” in a profession as noble
as healthcare? It’s the sudden growth of the corporate hospitals, globalization
of healthcare trends, medical tourism, increasing customer centric approach and
increased number of private players in the industry which has contributed to this
hoard of new-fangled selling strategies. Along with this come the unethical
practices, false promises, gimmick marketing and fraud claims. So how does a
patient differentiate between a genuine customer communication made to
introduce a new innovative technology and a claimant indulging in act of
puffery?
The Solution
I think, all we need to focus here is on drawing the line. Healthcare
Marketing shouldn’t be focusing on portraying yourself as superior than the
other where in reality you are not. Healthcare Marketing should rather be
concentrating on highlighting your efforts towards building your brand values
and working towards the ultimate focus of patient centric approach.
If done appropriately, ethical healthcare marketing can get
you more profits, patients and cases you want and build your brand image as you
have missioned.
So, I think, in the end, it is all about doing it with the
right attention and hopefully the healthcare representatives will soon choose
to follow this path rather than going for over-the-top marketing tactics.
-Ms. Ginny Kaushal
Faculty, INLEAD
