Question

what info do you need

CHAPTER EXERCISES Ethical decision making 1 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 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 as 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 In your position as a marketer in a hospital, do you think Dr. Gray's Facebook a. page is an issue that warrants your attention? Why or why not? Gb. With reference to the four quadrants model presented in Exhibit 4.1, define where you think this scenario should be classified. Using one of the ethical decision-making models explained in the chapter, explain how you would address this situation. c. 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? d. bebeonce Healthcare Marketing: A Cas e Study Approach 5 2 The AMA (2010) social media policy encourages physicians to yy Use privacy settings to safeguard personal information and content to the fullest extent possible on social networking sites. Routinely monitor their own Internet presence to ensure that the personal and professional information on their own sites and content posted about them by others [are] accurate and appropriate. Maintain appropriate boundaries of the patient-physician relationship when interacting with patients online and ensure patient privacy and confidentiality is maintained. 902 916 00Y olgms Consider separating personal and professional content online. Recognize that actions online and content posted can reputations among patients and colleagues and may even have consequences for their medical careers. negatively affect their

Answer 1

A) assuming the role of a marketer, I believe the Facebook page that Dr, Gray has put up, shows up a sign of attention. Since Dr. Gray is associated with the university, any images or perceptions put forth by her, would directly or indirectly affect the manner in which the university is perceived. This page would show up in the similar manner, as she had been googled by the marketer. Also, the marketer being able to see the pictures would mean that her page is public, and open to be seen by all. In the society that we live in, doctors as well as physicians are viewed to be the idol person, whose foot steps the patients would be following. In this case, the behavior of Dr. gray would not discourage patients to behave in the same manner. Or for that matter, if she asks a patient to not consume alcohol, her advice would not be taken as said, ultimately, harming the health of the patient.

In this case, it is important that the public as well as private life should be separated, and in order to do so, it is required that the page should be made private. Though, not asking the doctor to remove all her pictures, at least the privacy of the page could be ensured. Also, this behavior of hers could be responsible in forming an impression with her peers, which may or may not be very helpful for the work environment.

B). According to the model, the behaviors could be classified as being subjective. Or, this could be classified in the category, legal but unethical, which is found in quadrant two . This is because, as an adult her behavior and alcohol use cannot be considered as being illegal, but, since this leads to a bad influence on the patients, it would be considered as being unethical

D) the AMA policy states that the the personal and private life of the physicians should be kept separate. Along with that , it is required that the physicians should maintain an image which would not affect the reputation of the physicians or their colleagues in any negative form. Also, their medical careers should not be affected by the content that they post online.

c) according to the TARES ethical persuasion model, it is required that the marketer should be communicating with the doctor, reminding them of the S or the TARES which states social responsibility such that it would be for the common good. It is important to make her realise that her acts do not guarantee social responsibility and she should take necessary actions in order to keep her as well as the university’s integrity held up.