Ethical Marketing: “Are We Bad or Just Ignorant?”

ATMO

Ethical marketing has become a major issue within the addiction treatment field. Standing-room-only presentations at NCAAD, Moments of Change and other professional conferences highlight the intense level of interest in understanding the issues of ethical marketing and avoiding its pitfalls. 

Aside from clinical malfeasance or professional misconduct, treatment centers face few risks as great as being found guilty by its peers of unethical marketing. Whether selling or buying leads, misrepresenting treatment offerings, highjacking another center's Google listing, or expecting quid pro quos, there is no faster way of alienating long-time referents than violating their trust. Sometimes, it only takes the hint of impropriety to permanently damage a relationship and cut off an important stream of new patients. In addition to doing reputation damage, many unethical marketing practices may also illegally violate HIPAA, 42 CFR Part 2, and other regulations.  

One of the most difficult challenges in holding people and programs accountable for unethical marketing is whether bad actors knowingly or inadvertently enter into unethical behaviors. It is not uncommon, for example, for new and inexperienced outreach representatives - some having recently completed treatment themselves - to be unaware that the behaviors they may be practicing are considered unethical. Ben Cort, Director of Business Development at CeDAR and a leading voice in the marketing ethics movement, puts it simply: "Are they bad or just ignorant?" Regardless of intent, there is a move underway to ensure that every member of the addiction treatment profession understands what ethical marketing is, what violates ethical marketing guidelines, and how to ensure compliance. Education is is needed to ensure that ethical standards and laws are not being violated and that the rights of individuals seeking treatment are respected. In some states, legislation  requiring ethical marketing training certification among addiction treatment professionals is being considered.

For the past year, Psynchronous has been proud to be part of a team led by Mr. Cort to develop the Addiction Treatment Marketing Organization (ATMO). ATMO, which is quickly gaining awareness and membership, offers addiction treatment programs ethical marketing information and the opportunity to commit to ethical marketing practices. One of the organization's goals is to become a trusted brand, a symbol that lets prospective patients, referring professionals, and the community at large know that ATMO members are committed to respecting the rights, privacy, and dignity of individuals seeking treatment. 

Learn more about ATMO at recoverymarketers.org.

 


If you'd like to discuss your treatment center's marketing initiatives, call us at 781-937-0667.