THE IMPACT OF DEONTOLOGIC CODE FROM THE HEALTH SERVICES AREA ON THE PROMOTIONAL ACTIVITIES

Ileana Raducanu ()
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Ileana Raducanu: Gerontology and Geriatric National Institut

The AMFITEATRU ECONOMIC journal, 2008, vol. 10, issue 23, pages 160-167

Abstract: It is necessary not only a social or moral approach for health services but an economic approach, too. The economic concepts and tools need to be adapted and adjusted because of particularities of this domain. The laws that are available for health services are very strictly and affect the promotional activities too, because of health specific, a higher perceived risk and emotional side of health transactions. There are some promotional activities that are forbidden (the advertisement for medical services, the exterior posting, and publication of brochures) and for others there are strict rules (the advertisement of medicines, the firm, and the mass media communication) with the possibility to apply sanctions for any breaches. The direct communication patientphysician is unrestrictive and represents the better promoting way; a satisfied patient draws three other patients about the same services but an unsatisfied patient moves away eleven other patients. So the know - ledge of health law and deontologic code is obligatory for all people involved in the healthcare system.

Keywords: health services; promotional activities; patient-physician communication (search for similar items in EconPapers)
JEL-codes: K32 M31 M37 (search for similar items in EconPapers)

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