Gujarat Medical Council asks members not to cross lakshman rekha

To put an end to the rising instance of hospitals using their 'high profile' doctors to attract patients, the Gujarat Medical Council (GMC) once again issued an advisory asking its members not to advertise themselves with their photos to solicit patients directly or indirectly.

The advisory, however, makes exceptions in certain conditions including when a medical practitioner begins a new practice, changes his address or is on leave etc.

The advisory stated that hospitals and private practitioners were knowingly or unknowingly crossing the limit of ethical advertising. It has warned its members against printing their photographs on letterheads and signboards that would amou-nt to self-aggrandizement.

Dr Nitin Vora, president, GMC said that recently it had been brought to the notice of the council that several private practitioners and corporate hospitals were using such advertisements including pictures of their doctors to solicit prospective patients. "In fact, recently we got a complaint about it too and also called a private hospital for hearing about the same. They agreed to take down such advertisements," said Dr Vora. He said the advisory was nothing new and it was as per the code of professional conduct, ethics and etiquettes. On what action will the council take against erring doctors, he said the first step is to issue them a notice. "It can also lead to suspension," said Vora. He said recently two or three such advertisements were brought to the notice of the commission.

The commission has also warned its members against taking a commission for referring or recommending a patient to a particular service. A doctor in the know said while it is easy for the council to take to task hospitals and doctors for advertisements, it is not that easy for them to prove that the doctors got a commission to recommend a service.

"The problem is that many times even when the council gets a complaint about a doctor recommending a service in lieu of commission it becomes very difficult to prove it because there is no trail of the same," said the doctor.