Over time, marketing and technology’s rapid development has become an integral part of various business areas, including the healthcare sector. The negative impact of advertising has often been a myth and has not been adapted to the specific influence in the area under consideration. Although the advertising of medical services was initially prohibited at the state level, many advantages of this event for all interested parties were later discovered. First, local institutions could advertise themselves within the regions of location, showing potential patients that such hospitals are not only in big cities. Second, although marketing is said to increase the cost of medical services, hospitals spend no more than 1% of their annual budget on it, according to research (Purcarea, 2019). Thirdly, marketing creates new jobs in hospitals and gives customers to advertising companies and creatives, which positively affects the economy. Finally, studies have found a positive relationship between advertising and reduced readmissions at eligible facilities (Smith, 2019). In fact, marketing creates public relations, which is extremely important in this area, where customers, perhaps only because of ignorance of their capabilities, do not adequately monitor their health.
Therefore, we can conclude that advertising has advanced quite far in healthcare; however, with the strict control of statistics and competitive statements on the part of special services, hospital slogans were still not as catchy as in other areas. Apart from attempts to ban advertising in Vermont, there have been no more such projects, signaling a significant shift in public and government opinion regarding health care advertising. It can be argued that a complete revolution has indeed taken place since a return to an absolute ban is wholly excluded, although it all began with it. The scientific research that is being done in this area first focused on the harms of advertising, which led to the ban, but modern reviews postulate the opposite opinion (Smith, 2019; Purcarea, 2019). Therefore, such a transition is only confirmed by the direction of thought in the scientific community.
HIPAA has a clear ranking of marketing services and privacy issues for them. In general, the HIPPA regulatory law focuses on the use of personal information for the marketing purposes of medical institutions but also clearly ranks advertising activities with messages about goods and services necessary for quality and medical care (HHS, 2003). However, the dynamics of changes in the law have also changed in a positive direction relative to advertising. The security of patient data has remained unchanged, while authorization procedures for using certain types of information have become easier over time (Purcarea, 2019). Speaking of biblical integration, concerning this phenomenon of health advertising, one can cite as an example the quote “do not be conformed to this world, but be transformed by the renewal of your mind, that by testing you may discern what is the will of God what is good and acceptable and perfect” (English Standard Version Bible, 2001, Romans 12:2). This phrase symbolizes a gradual change in opinion for the better for society, despite the established stereotypes. Sooner or later, this state of affairs was inevitable if the representatives of medicine and advertising were ultimately striving for the common good. Finally, this upheaval is backed up by a plethora of scientific research that confirms the positive impact aspects of advertising listed in the first paragraph. Therefore, in the future, the development of this area is expected rather than stagnation or decline.
References
English Standard Version Bible. (2001). ESV Online. Web.
HHS. (2003). HIPAA Marketing. Web.
Purcarea, E. V. L. (2019). The impact of marketing strategies in healthcare systems. Journal of Medicine and Life, 12(2), 93. Web.
Smith, A. (2019). Do Hospital Ads Work? Who’s Paying Attention and Why a Ban on Ads Increases Patient Readmission. Informs. Web.