KMC questions ethics of healthcare advertisements

HEALTH CARE ETHICS? The Karnataka Medical Council says the advertisements are a violation of the code of medical ethics.

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Bangalore: Hospital advertisements have started a whole new debate and several Hospitals in Bangalore have been slammed for hoardings that promise the best in healthcare.

The hoardings and advertisements promising the best of healthcare have put Wockhardt Hospitals in a spot. The Karnataka Medical Council says the advertisements are a violation of the code of medical ethics laid down by the medical council of India in 2002 and a high court ruling.

“Exhaustively they have dealt with what is advertising and what is not. Ultimately they have said that an ethical doctor shall not advertise himself for soliciting patients,” says President, KMC (Karnataka Medical Council), Dr Chikka Nanjappa.

The law prevents doctors from advertising their services by printing their photographs or boasting of cures. Neither are hospitals allowed to solicit patients through advertisements citing their team of medical practitioners. However, the medical fraternity tends to disagree.

“We are in a consumer driven world, and until and unless hospitals reach out to the consumers, they would never know what kind of services they can get access to,” says CEO, Wockhardt hospitals, Mr Vishal Bali.

Many people seem to hold similar opinions. “Advertisements should be there. People should know about the services, I don't think it is unethical,” says Prachee. Most people including someone called Mishra believe that there is nothing unethical to advertise about hospitals and doctors. “We should know about doctors and their reputation,” adds he.

Advertisements soliciting patients towards health care services are a common sight across Bangalore's bus stands. While they blatantly violate the code of ethical conduct, it seems to be a never-ending tussle between the market driven health care professionals and the medical council.