Rules dictate medical advertising

Medical and dental practitioners are to advertise their practices in accordance with the ethics and practice code set by the Cayman Islands Medical and Dental Council, states a GIS press release.

The Code of Ethics and Standards of Professional Practice applies to all health practitioners registered with the Cayman Islands Medical and Dental Council.

This code states, in part, that advertisements are to provide factual information about practitioners’ qualifications. Failure to abide by the CIMDC’s stipulations may result in disciplinary action.

Guidelines for health professionals’ advertisements are as follows:

• Although the Code of Ethics refers to advertisements by medical and dental practitioners, any such persons are responsible for the advertisements relating to their work that are placed by their employers, or the institutions where they work.

• Any institution/medical centre/health centre may prepare a brochure outlining available services. The brochure may be made available to the public at their offices. It may not be distributed outside their offices, nor inserted in the print media. They may have a detailed initial ‘write up’ in any publication and/or media coverage whenever a new service is initiated.

• Any promotion of any service offered at any institution/medical centre/health centre, that claims superiority, is unacceptable. The health care worker promoting such superior service is liable to disciplinary proceedings by the board.

• Professional qualifications of all health practitioners can be entered in any directory, e.g. telephone, Chamber of Commerce, CIMDS, etc.

• Announcements in relation to change of location of healthcare institutions or providers should state only their names, addresses and telephone numbers.

• Any announcements in relation to closure of institutions for short periods should refer only to the name, address and telephone number of the institution.

• Media announcements relating to visiting specialists containing dates and times, addresses and telephone numbers are acceptable, but are limited to one advertisement to announce the arrival or impending visit of the specialist.

• Resident practitioners’ announcements regarding their absences should just include their name and address, but should not indicate their specialty, phone number, and address, as this is an indirect way of promotion. Name, address and telephone number of practitioner covering the absence should be included.

• Print media announcements, as per items 6, 7, 8 and 9 should not exceed 3′ x 2′.

Additional queries should be referred to the Medical and Dental Council office on 345- 949-2813 or [email protected]