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Civil Liability Arising from Medical Branding
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Amir Mahmoudi1    , Ahmad Yousefi Sadeghloo *1 , Mahmoud Abbasi2 |
1- Department of Private Law, Faculty of Law and Theology, Science and Research Unit, Islamic Azad University, Tehran, Iran.
2- Medical Ethic and Law Research Center, Shahid Beheshti University of Medical Sciences, Tehran, Iran. |
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Abstract: (455 Views) |
Background and Aim: Nowadays, due to the increase in people's awareness, before going to a doctor or a treatment center, patients research about the knowledge of other people and their experience about the quality of services provided by that doctor or center. On the other hand, the noticeable growth of medical centers has caused significantly the competition in the field of health and medical services to increase. In this regard, branding as a strategic tool for differentiation and attraction of patients has become especially important in recent years (A strong brand can help healthcare organizations build trust with patients, differentiate themselves from competitors and improve overall patient outcomes). Therefore, explaining the importance of medical branding, analyzing the methods and finally examining the basis and examples of the doctor's responsibility in branding is the goal of the authors of this article.
Methods: The method used in the mentioned article is descriptive-analytical. In this regard, reliable library sources are used to collect materials.
Ethical Considerations: In all parts of this research, ethical principles and scientific trustworthiness have been observed.
Results: Accordingly, medical branding, as a new phenomenon, makes the doctor introduce himself as an expert and different from others, thereby building credibility in his profession and many patients refer to him. For this reason, the importance of branding for doctors or medical centers has increased and doctors have become more inclined towards this. Considering that medical branding deals with people's health, it is very different from other professions; In such a way that in the way of branding, unrealistic advertisements and after achieving this important measures such as entrusting treatment to residents, using low quality medical equipment, not using modern medical methods, etc., have a negative effect on the health of patients. Therefore, based on the civil liability rules, it is considered as an example of medical negligence.
Conclusion: Due to the increase in patient expectations, the concept of the right to health and the need to pay attention to the economic aspects of medical services in today's societies, new examples of medical negligence have been created; Among the new examples of medical negligence is the issue of medical branding and the responsibility arising from it. If doctors use unrealistic advertisements that deceive the audience before becoming a brand or they take actions after gaining fame from branding which causes the patients to lose confidence in the doctor or the treatment center, abuse their good trust and harm the patients, According to civil liability, they are recognized as responsible and obliged to compensate the damage caused to the patients. |
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| Keywords: Medical Branding, Civil Liability, Medical Negligence, Reputation Management |
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Full-Text [PDF 488 kb]
(188 Downloads)
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Type of Study: Original Article |
Received: 2024/10/18 | Accepted: 2024/12/8 | Published: 2025/01/29
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