For this task, you will first compare the ACHE and AHIMA code of ethics and then review a brief case from Healthcare Marketing: A Case Study that involves ethical decision making. Then, you will discuss the role of the healthcare marketer in relation to ethical behavior and conduct.
To begin, read Chapter 4 in Healthcare Marketing: A Case Study Approach and review the Chapter 4, Exercise 1: “Ethical decision-making.” In addition, review the other Module Three resources on ethics. Then, complete the worksheet fields below.
Note: Be sure to refer back to this worksheet (and your instructor feedback to it), as you consider the ethical criteria that will be used to guide the marketing and communication decisions that you will include in your final healthcare marketing and communication plan.
Do not alter the worksheet or submit the assignment in the form of an essay. To use this worksheet, replace bracketed text with relevant information. For this and all worksheets, you are not required to include a cover page. You are expected to provide in-text citations for your sources and a reference list at the end of the worksheet.
Part I. Code of Ethics
· Access the webpages American College of Healthcare Executives (ACHE) Code of Ethics and American Health Information Management Association (AHIMA) Code of Ethics. Compare the code of ethics from these two organizations. What do they have in common? In what ways are they different? [Insert text.]
Part II. Chapter Exercise: Ethical Decision Making
Answer the following using Exercise 1 from Chapter 4.
· In your position as a marketer in a hospital, do you think Dr. Gray’s Facebook page is an issue that warrants your attention? Why or why not? Please explain in detail. [Insert text.]
· Review the four quadrants model presented in Exhibit 4.1. How might you define this scenario based on the model? Explain your reasoning. [Insert text.]
· Using one of the ethical decision-making models in the chapter, please explain how you would address this situation. [Insert text.]
· 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? [Insert text.]
Part III. What do you think is the ultimate role of the healthcare marketer in relation to ethical behavior and conduct? [Insert text.]
- Codes of Ethics: Access the webpages American College of Healthcare Executives (ACHE) Code of Ethics and American Health Information Management Association (AHIMA) Code of Ethics*. You will compare and contrast the code of ethics from these two organizations. Explain in detail what they have in common. Be sure to include some of the codes and principles. Explain in detail the ways in which they differ. Cite both organizations within the worksheet to validate where you obtained the information.
*Copyright 2017 by the American Health Information Management Association. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, photocopying, recording or otherwise without prior permission from the publisher.
- Ethical Decision Making: To begin, review the scenario from Exercise 1 in Chapter 4. Then, using one of the ethical decision-making models from Chapter 4, explain how you would address the issue in the scenario.
- In your position as a marketer in a hospital, do you think Dr. Gray’s Facebook page is an issue that warrants your attention? Why or why not? Please explain in detail and integrate what you learned from the course textbook.
- Four Quadrants Model: Review the four quadrants model presented in Exhibit 4.1. How might you define this scenario based on the model? Explain your reasoning and validate by citing your sources.
- 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? You want to be specific.
- Role of the Healthcare Marketer: Based on what you learned from the textbooks, what do you think is the ultimate role of the healthcare marketer in relation to ethical behavior and conduct?
What to Submit
Do not alter the worksheet or submit the assignment in the form of an essay. For this and all worksheets, you are not required to include a cover page. You are expected provide in-text citations for your sources and a reference list at the end of the worksheet.
