Avoid ethical pitfalls in advertising

By Carolyn Rogers

Advertising online and elsewhere is an effective way to attract new patients to your practice, but as in all communications with patients and the public, physicians are ethically obligated to present a fair and honest representation of their services, as well as the goals, alternatives, expectations, and risks associated with those services.

The Nov. 12 Webinar, “Navigating Competitive Marketplaces: Use Standards of Professionalism to Avoid Running Aground,” will focus on the two Standards of Professionalism (SOPs) that address this topic, and help orthopaedists recognize which tactics do, and do not, constitute correct behavior in advertising.

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