The pandemic did a lot for the healthcare industry. A lot of good and in terms of fraud and scandal an awful lot of bad. As an ethics speaker, ethics consultant and book author, I know that (unfortunately) ethical dilemmas in healthcare equipment sales, often devolved into unethical pathways.
From bribery to fake claims to fake testimonials and beyond, healthcare equipment manufacturers, marketers and sales reps succumbed to the opportunity that easy money could be made on the backs of the government, providers and ultimately – patients. Industry “stars” are facing mega-fines and jail time.
It’s a business
It is no mystery to anyone involved in healthcare equipment marketing and sales that it is a business and not some type of a higher social imperative. That is not to say there aren’t tremendous, ethical people in the profession, but to point out that there are also some within the ranks who have never read an ethics book or heard an ethical story they liked.
As a healthcare ethics speaker, ethics consultant to the healthcare industry and book author, I will again point out the obvious: it should hardly be a revelation that any blatantly unethical activity committed by one organization frequently affects the entire industry.
However, should a fear of repercussion in regard to poor ethics cripple all sales people in an industry? Obviously not. Be aware the healthcare equipment industry is under scrutiny as never before. It is essential to represent, sell and market ethically. This is not theoretical. Following the massive amounts of fraud uncovered during and following the pandemic, be aware that scrutiny is present as never before.
Be ethically armed
Of the worries any sales person (or their teams) might potentially have, be aware that ethically, it is a loss of reputation. Once reputation is lost, the sale is lost. Once the sale is lost, it will invariably lead to the loss or the significant loss of the organization. This can’t be emphasized enough.
The breadth of the healthcare equipment field is enormous however, due to social media, remote workplaces, branch offices and diversification the ripples of an unethical workplace will extend far beyond its perceived sphere of influence.
More specifically, be aware of the following:
- Bragging rights? Selling any product or service especially in healthcare is not like selling an SUV or line of cat food. Avoid superlatives like “best in the world,” “or most efficacious,” or “highly proven,” or anything that cannot be statistically or medically proven. It will come back to haunt the organization.
- Potential or hollow promises are just that. Never make a statement about a product that “promises to be,” or “has the potential to revolutionize…” Healthcare has historically overflowed with potential breakthroughs. You can be sued for touting a product. State the facts.
- Do not ridicule the competition. This strategy serves no purpose, in particular when your team is going up against another organization. If you’re better, prove it. Elevate yourself.
- This shouldn’t be said, but companies have been facing massive legal ramifications up to – and including incarceration for suggesting or accepting bribes.
- Honor the rules. If your industry has worked cooperatively to establish rules in regard to sales, marketing or promotion (including social media), please don’t cross the line.
- Unauthorized sharing. Beware of sharing any patient information. It is a terribly slippery slope particularly if there is potential to drift into a HIPAA violation.
- Every choice has a consequence. Choose to be ethical, for the risks of doing the opposite have proven to be catastrophic.
- Use your resources. Facing an ethical dilemma in any aspect of your healthcare equipment sales? Get help in making your decision. Lone wolves are out of favor.
At the end of the day, no healthcare equipment organization has every been helped by unethical behavior. There is no wisdom in sacrificing values to make one decent sale. What may initially seem like a wonderful idea may, in fact, unravel years of dedicated work.
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