ethics in e marketing

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MKT8009_Assignment 01_Kanishka _Weerasooriya_2009_Semester 2

Information Reliability Factor in E-Heath Product and Services Marketing

Abstract

The amazing growth of the Internet, coupled with its unique capabilities has captured the

attention of the e-health products and services marketing community. Most of the studiesconducted to date have focused on ethical issue with related to publishing reliable information

about e- health product and services. This paper closely focuses on the information reliability

factor in e-health product and service marketing and how to improve a consumer trust factortowards the internet health information.

Keywords E-Heath, Internet Marketing, Ethics, Information Reliability

Introduction

E-health refers to the convergence of various technologies such as the internet, computer

telephony, interactive voice response, and wireless communications to directly access healthcareproviders, healthcare management, healthcare education, and wellness information (DeLuca,

citited in Chandara, Sikula & Paual 2004, p.11). Internet has a tremendous potential to attracthealthcare providers and consumers due to factors such as providing vast amounts of information

regarding healthcare products and services in a very convenient and rapid manner, making

available the latest healthcare research in a more timely manner as compared with its appearingin non electronic print, and providing both real-time and delayed consultation opportunities to

practitioners and patients in remote locations (Chandara, Sikula & Paual 2004, p.11).

It has identified that marketing health products in the internet have benefits and drawbacks. Theyfound that widespread access to health information, interactivity, information tailoring and

anonymity where all obvious benefits (Cline & Haynes, citied in Krop 2006, p.79). Conversely,inequity in access, navigational challenges, poor quality of online health information and poorlydeveloped navigational skills among consumers were found to detract from the value of the

internet as a health promotional tool(Cline & Haynes, citied in Krop 2006, p.79).

Theoretical Models

Conceptual model using basic concepts of reliability theory and the resource-based view of the

firm were used to identify the factors necessary to achieve to publish reliable information in the

e-medicine environment. Much managerial attention is needed to ensure successful e-medicine

sites. An additional major key to the success of e-medicine at the Business to Consumer (B2C)level, hence need to constantly maintaining high reliability. This may be obtained through

careful consideration of reliability theory.

Specifically, reliability theory deals with the probability of an item operating for a given amount

of time without failure. In the medical field, reliability can be perceived as the capability of a

systems components, equipment, products, and personnel to perform their required functions fordesired periods of time, with confidence, and without significant failure (Smith & Manna 2004,

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p.348). For firms to be successful in the highly competitive and technologically complex e-

medical environment, it is essential that both consumers and service providers have confidence

in the reliability of e-medical information. E-medical providers need to exercise control so thatproducts and services have an optimum reliability level (Smith & Manna 2004, p.348). E

Health product and service providers must focus on producing quality information to consumers

while maintaining minimum life cycle cost without compromise the services reliability. Toachieve this objective e-heath firms can use reliability theory which contains following for steps.

They are by setting goals of high reliability and safety, providing tools to achieve goals (through

training and regulations), measuring the attainment of goals through investigation and qualitymanagement, and taking effective action of goals that are not being met (Gaba, citied in Smith &

Manna 2004, p.349).

Resource-based view of the firm which is a theoretical framework that attempts to explain whystrategic assets such as knowledge, culture and reputation are intangible in nature and how it

can use to manage strategic assets for sustainable competitive advantage (Smith & Manna 2004,

p.354). Companies have the ability to enhance these attributes, such as knowledge and culture,

but they sometimes cannot control them, such as their reputation. It is essential e-medicinefirms monitor and leverage these strategic assets to increase customer loyalty and trust (Smith

& Manna 2004, p.354).

Research Study

The increasing number of consumers turning in to the e-health product and services means that,

it is crucial information to be worthwhile. When consumers search the internet for healthinformation, most people do find the health information they are looking for. According to the

study by the Pew Internet and American Life Project, roughly eighty percent of the health

seekers find the information they need (Fox & Rainie, citied in Krop 2006, p.80).

Studies reveal that most e- heath product and services focus on providing health informationabout physical actives, sex, weight control and beauty. A survey of 34 Swedish health websites,

the National Board of Health and Welfare found that some kind of Ask the Doctor service

featured on 24 of the sites. Advertising in terms of positive descriptions of specific productsappeared on 23 sites, while 11 sites featured sales of health products and identified that the

most common topics featured on these sites are the promotion of physical activity, good eating

habits and weight control, smoking, and drug and alcohol use (National, citied in Krop 2006,p.83).

Reliability and accuracy of the health information provided in the internet, based on researchfindings may be questionable; since there is no peer-review process exists for e-heath

information. Consumer needs to be aware that the health information provided in internet sites

may not be in their best interest, as the research placed on them may be providing only oneresearchers opinion and promote a given e-health product or service (Crabtree & Dibble citied

in Chandara, Sikula & Paual 2004, p.113) (Gillis citied in Chandara, Sikula & Paual 2004,

p.113). An average consumer is not qualified to determine the difference between legitimatescientific research and questionable scientific research. And the Food and Drug Administration

is concerned that misleading or unbalanced promotional information may harm patients

(Weschler citied in Chandara, Sikula & Paual 2004, p.113).

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With the remarkable development of e- heath product and service web sites, the large number of

variety sources for e-health information can be find and it cause contradictory results. Henceconsumers are more dedicated on reliability of the information provided in those websites.

According to a Harris Interactive polling initiative conducted in 2000, approximately thirty two

percent of consumers believe that it should be left to the individual to decide whether or not totrust a particular web site and about fourteen percent of webmasters believed that trust should be

left to the individual (Harris citied in Smith & Manna 2004, p.353). Accessing ambiguous

information about e-health product and service by consumers may have a tendency to purchasethose products and services. This may potentially cause damaging consumers physiological and

psychological behaviors.

Successful e-medicine marketing requires code of ethics to provide reliable heath information toconsumers. It identifies that medical information published in the internet must have centralized

security, privacy controls, and regulations. Majority of e- heath products and services are

directly connected to corporations and pharmaceutical companies attempting to bring new drugs

and treatments to market (Smith & Manna 2004, p.349). Harris Interactive poll, conducted in2001, revealed that the most important issues for the respondents were for web sites to disclose

their information sources, to clearly identify advertising, to have healthcare experts reviewcontent, and to identify partners who contributed to or funded the web site (Harris citied in

Smith & Manna 2004, p.353). E- Health product and services marketers believe that

organizations should develop their own code of ethics regarding e- health marketing and it shows

that self-regulation is a key for ensuring ethical conduct in the e-medicine field. The results of arecent survey suggested that seventy two percent of webmasters believe that health related

websites need to develop a set of self governing standards (Adam citied in Smith & Manna

2004, p.348). E-heath firms need to identify importance of ethical interactivity that the firm iswilling to demonstrate. In the long run, increasing ethical interactivity is likely to produce

consumers who feel empowered, creating competitive advantage for a firm and satisfaction for

the consumers.

Conclusion

The ethical concerns with related to reliability of e-heath information emerged from this study

appear to indicate that, many of the societal and industry issues surrounding e-heath marketing

force to be solve at the organizational level. Promoting ethical conduct requires commitment at

all levels of the organization and a clear understanding of what is and is not acceptable behavior.

Establishing such an ethical climate can lead to competitive advantages such as a better

reputation in the marketplace, increased sales, market share, and profits.

Bridging the gap to form standards that are ideal for each commercial e- heath product or service

site will initially be difficult, but can be achieved through continual dialogue, and understanding

the needs of the consumers (Smith & Manna 2004, p.348). Further research and investigation is

needed do on how to implement best code of ethics and how to enforce those in different types ofe- heath products and services. Furthermore final cost for implementation and monitoring those

self regulations must scrutinize.

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Empowerment is often said to be a key principle of health promotion and it is also a

frequently used concept in the debate on health on the Internet (Tones citied in Krop 2006,p.79)( Chin citied in Krop 2006, p.79). This imitates the idea of a process that enablespeople to increase control over, and to improve, their health behaviors using e-heath information.

The task of e- heath product and services promotions should focus on increasing feelings of

value and sense of mastery among individuals and groups (Laverack citied in Krop 2006,p.79)

E- Health product and services firms that wish to differentiate themselves from their competitors

will have to turn to marketing ethics in order to gain and keep consumers. Prominently display

the organizations compliance with an accepted code of ethics, such as Health Internet Ethics orHi- Ethics, which will reassure consumers regarding the ethical nature of the firm (Fisher citied

in Chandara, Sikula & Paual 2004, p.117). Correct interpretation of these practices in providing

reliable health information in the internet will lead to empowered consumers creating greaterbenefits for the firm and for the consumers themselves.

References

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