Healthcare Marketing: The Challenge of Communicating Responsibly

There is a fable that has gained popularity on social media, in which a couple checks into a hotel, orders pizza, and to their surprise, upon opening the box, they find a significant amount of money. Immediately, the man calls the pizzeria manager to report the discovery. Both the owner and the manager want to document the event on television and social media to thank the man for his moral integrity.

However, the man refuses to appear in the media and discreetly explains that he has a problem: he is not with his wife, and therefore, cannot participate in such publicity. This fable makes it very clear: Someone can do the right thing and still not be acting with integrity.

After 40 years in the hospital executive field, with both undergraduate and graduate medical training, I’ve noticed that at times, some messages shared by institutional health sector media contain claims that do not always align with reality, and may appear designed to influence consumer decisions about the services offered.

Phrases like: “We are the leading hospital,” or “The best hospital in …” are commonly used, even though we know that the best hospital is the one where the patient has the best outcome. And if there are no published, certified, standardized, and verifiable indicators to support such claims, the statements may not be entirely substantiated.

For such a statement, it is important to understand that the best hospital isn’t necessarily the one with the most advanced equipment, or the one where the doctor chooses to work in, or where the staff members are the happiest. While these are all valuable attributes, we must acknowledge that some hospitals may possess them all, yet patients don’t always achieve the best recovery outcomes there.

Communicating Responsibly

Talking about responsible marketing and communication in healthcare means that professionals in these fields must make the most of the information and data available within their institutions to achieve goals, such as improving perceptions, attracting patients, or building brand reputation, among others.

There are cases where this is not done properly, where unfounded or inaccurate claims are made due to a lack of knowledge about the healthcare industry and the implications of communicating unverified information. Sharing inaccurate data can lead to poor decision-making, ultimately resulting in a loss of credibility and leadership.

That is why it is crucial for someone who understands the healthcare industry to review and analyze communications before publication. This could be the director general, medical director, department leaders, or in today’s world of multidisciplinary professionals, marketing and communication experts who are specifically trained in the healthcare sector.

In this context, I go back to the fable mentioned at the beginning: a person can do what seems right, but still fall short of acting with integrity. For marketers, this means that even if we achieve goals like brand preference, positive perception, or strong positioning using vague or misleading information, it can backfire. Sooner or later, key stakeholders, like patients or payers, may realize that the message doesn’t reflect the real experience, which can lead to negative consequences in the medium term.

Particularly in healthcare, the proliferation of these practices, where institutions fail to share objective data or indicators to patients, is a real issue that must be addressed and regulated. We must help society make informed decisions based on accurate concepts grounded in ethics.

Let’s remember that integrity is at the heart of leadership. People follow initiatives because of integrity, which in turn builds trust and credibility. Integrity is based on the alignment of what we think, what we say, and what we do. We must be the same person in every place and in every circumstance.

One of marketing’s objectives is to design or adapt products according to market needs. To achieve this, I believe it is essential not to lose sight of societal values, especially in a world where it’s not always clear what is right and what is wrong.

Lastly, I’ll close with a comment from Irlanda Cázares, a colleague from the institution where I work: "I think it’s very relevant to distinguish between 'doing the right thing' and 'acting with integrity.' In marketing, especially in sectors like healthcare, it’s essential to question not just what we communicate, but why, who it affects, and what consequences it may have."