Overview: For this task you will first compare the ACHE and AHIMA code of ethics and then review a brief case from Healthcare Marketing: A Case Study that
involves ethical decision making. Then you will discuss the role of the healthcare marketer in relation to ethical behavior and conduct.
Prompt: Complete the following critical elements in the Module Three Worksheet:
Codes of Ethics: Access the webpages American College of Healthcare Executives (ACHE) Code of Ethics and American Health Information Management
Association (AHIMA) Code of Ethics*. You will compare and contrast the code of ethics from these two organizations. Explain in detail what they have in
common. Be sure to include some of the codes and principles. Explain in detail the ways in which they differ. Cite both organizations within the
worksheet to validate where you obtained the information.
*Copyright 2017 by the American Health Information Management Association. All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted in any form or by any means, electronic, photocopying, recording or otherwise without prior permission from the publisher.
Ethical Decision Making: To begin, review the scenario from Exercise 1 in Chapter 4. Then, using one of the ethical decision-making models from Chapter
4, explain how you would address the issue in the scenario.
o In your position as a marketer in a hospital, do you think Dr. Grays Facebook page is an issue that warrants your attention? Why or why not?
Please explain in detail and integrate what you learned from the course textbook.
o Four Quadrants Model: Review the four quadrants model presented in Exhibit 4.1. How might you define this scenario based on the model?
Explain your reasoning and validate by citing your sources.
o How do you think the AMA policy about physicians and the use of social media (summarized at the top of page 52) relates to Dr. Grays
Facebook page? You want to be specific.
Role of the Healthcare Marketer: Based on what you learned from the textbooks, what do you think is the ultimate role of the healthcare marketer in
relation to ethical behavior and conduct?
Rubric
Guidelines for Submission: Do not alter the worksheet or submit the assignment in the form of an essay. For this and all worksheets, you are not required to
include a cover page. You are expected provide in-text citations for your sources and a reference list at the end of the worksheet.
Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value
Code of Ethics Meets Proficient criteria and
demonstrates sophisticated
understanding of healthcare
ethics codes
Compares the code of ethics in
two healthcare governing
organizations
Compares the code of ethics in
two healthcare governing
organizations, but comparison
is cursory or lacking in detail
Does not compare the code of
ethics in two healthcare
governing organizations
19
Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value
Ethical Decision
Making: Dr. Gray
Meets Proficient criteria and
demonstrates keen insight into
applying ethical decision making models to specific
scenarios in healthcare
Explains whether or not Dr.
Grays Facebook page warrants
attention, applying an ethical decision-making model
Explains whether or not Dr.
Grays Facebook page warrants
attention, applying an ethical decision-making model, but
with gaps in detail, clarity, or
logic
Does not explain whether or
not Dr. Grays Facebook page
warrants attention
19
Ethical Decision
Making: Define
Scenario
Meets Proficient criteria and
demonstrates keen insight into
applying ethical decision making models to specific
scenarios in healthcare
Defines the scenario based on
the model, explaining
reasoning
Defines the scenario based on
the model, explaining
reasoning, but with gaps in
detail, clarity, or logic
Does not define the scenario
based on the model, explaining
reasoning
19
Ethical Decision
Making: AMA Policy
Meets Proficient criteria and
demonstrates keen insight into
applying ethical decision making models to specific
scenarios in healthcare
Explains how the AMA policy
relates to the scenario of Dr.
Gray
Explains how the AMA policy
relates to the scenario of Dr.
Gray, but with gaps in detail,
clarity, or logic
Does not explain how the AMA
policy relates to the scenario of
Dr. Gray
19
Role of the
Healthcare Marketer
Meets Proficient criteria and
demonstrates sophisticated
understanding of ethics in
healthcare marketing
Discusses the ultimate role of
the healthcare marketer in
relation to ethical behavior and
conduct
Discusses the ultimate role of
the healthcare marketer in
relation to ethical behavior and
conduct, but discussion is
cursory or lacking in detail
Does not discuss the ultimate
role of the healthcare marketer
in relation to ethical behavior
and conduct
19
Articulation of
Response
Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization and is presented
in a professional and easy to
read format
Submission has no major
errors related to citations,
grammar, spelling, syntax, or
organization
Submission has major errors
related to citations, grammar,
spelling, syntax, or
organization that negatively
impact readability and
articulation of main ideas
Submission has critical errors
related to citations, grammar,
spelling, syntax, or
organization that prevent
understanding of ideas
5
Total 100%