Some welcome exposure, but others say health care may become too commercial
Doctors were yesterday split over a Medical Council decision to allow them to advertise in newspapers and magazines, with some warning of unhealthy competition.
Under the proposal endorsed by the council this week, doctors will be able to place ads in newspapers and magazines listing their qualifications, information about their clinics, and their charges for five services. The proposed maximum size of the ads is 300sq cm.
The council will closely monitor the ads' accuracy and tastefulness.
Council chairwoman Felice Lieh Mak said the policy was intended to help patients find doctors and enable solo practitioners to compete with big medical organisations and private hospitals, which now advertise their services.
While patients' groups applauded better access to information, the vice-president of the Hong Kong Medical Association, Louis Shih Tai-cho, said some solo practitioners were worried they would not be able to afford ads to compete with wealthy medical groups or institutes.
'Doctors' views about advertising are split,' he said. 'Some young and little-known doctors welcome the proposal, as they need more channels to attract patients, while well-established doctors think it is not necessary to advertise because they already have many patients.'