In order to put an end to the increasing trend of hospitals using their eminent 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 seek patients, directly or indirectly.

The advisory makes exceptions in certain conditions such as, when a medical practitioner starts a new practice, changes his address, or is on leave, etc.

The advisory mentioned that hospitals and private practitioners were crossing the limit of ethical advertising. The members have been warned against printing their photographs on letterheads and signboards that would amount to self-glorification.

Dr Nitin Vora, President, GMC, said that the council had recently learnt that several private practitioners and corporate hospitals were using such advertisements, including pictures of their doctors, to solicit prospective patients. He added that they received a complaint about it and also called a private hospital for hearing about the same. He said that the advisory was according to the code of professional conduct, ethics and etiquettes. Regarding the action the council will take against erring doctors, Vora said that the first step is to issue them a notice and it can also result in suspension.

The council also warned its members against taking a commission for referring or recommending a patient to a particular service. A doctor stated that it is easy for the council to reprimand the hospitals and doctors for advertisements; however, it is not easy to prove that the doctors got a commission to recommend a service.

The doctor said that even when the council gets a complaint about a doctor recommending a service in lieu of commission, it is very difficult to prove the same owing to lack of any trail of it.