Physicians have an ethical duty to monitor promotional or advertising materials that include their name or practice group and to consider how the materials may affect the public's perception of the profession, according to Monique Spillman, M.D., of the University of Colorado. Including doctors in hospital or health system ads may benefit the institution, but Griffin Trotter, M.D., of Saint Louis University, says that physician advertising is not "necessary for the advancement and effective practice of medicine" and can create "subtle deceptions."

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