Exploratory Study of Advertising the Dental Practice -An ethical perspective
Journal Title: IOSR Journal of Dental and Medical Sciences (IOSR-JDMS) - Year 2017, Vol 16, Issue 12
Abstract
Back Ground: Dentistry is a recognised noble profession. At the same time, it is a commercial enterprise, whereby dentists employ their skills to earn a living. There is a potential tension between these two aspects of dentistry and maintaining an appropriate balance between them is often difficult. An apparently more common technique for maximising income, often at the expense of other dentists, is advertising. Advertisements include any notice, circular, report, commentary, pamphlet, label, wrapper or other document, and any announcement made orally or by any means of producing or transmitting light or sound. Objective: To understand the ethical perspective of advertisement in dental practice in an Indian scenario. Methodology: Mixed method research Design was adopted for the purpose of the study. The qualitative data was collected on a convenience sample of 15 dental professionals by using an in-depth interview on the opinion about advertisement in dental practice .where as quantitative data was obtained from 250 random samples of dental professionals in Bangalore. A quantitative assessment was done using the questions “dentists using deceptive advertisement is ethical”, “advertisement will benefit practice by creating patient awareness”. The qualitative assessment was analyzed using grounded theory approach. The quantitative data was analyzed using descriptive statistics in SPSS software. Results: The results showed that the dentists practicing in Bangalore agree the need for dental advertisement as it creates awareness but at the same time they are against using deceptive advertisements.
Authors and Affiliations
Kemparaj VM, Kadalur UG, Panchmal GS
Keywords
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- EP ID EP251670
- DOI 10.9790/0853-1612126266
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