Advertising, Professional Conduct, and Ethics
Advertising, Professional Conduct, and Ethics
This domain tests whether you can spot an advertisement, fee arrangement, or relationship that is deceptive or exploitative.
Advertising
- Ads must be truthful, not misleading, and free of guarantees of cure or unsubstantiated claims.
- The licensee owns the content of advertising placed on the licensee's behalf, including websites, social media, and discount vouchers.
- Titles and credentials must be accurate: D.C. and Doctor of Chiropractic, with no implication of medical licensure or of board certification not actually held.
- Testimonials and before/after claims are risky; if used they must not imply typical results.
- Soliciting patients in person or by telephone for financial gain is prohibited, and responses to online reviews must not disclose protected health information.
Ethics and business conduct
- No fee splitting with unlicensed persons and no paying for patient referrals; a percentage-of-collections arrangement with a marketer is the classic violation.
- No kickbacks from imaging centers, laboratories, or equipment suppliers.
- Avoid dual relationships, disclose conflicts, and do not abandon patients - end care in writing with reasonable notice and a records transfer.
- Sexual contact with a current patient is prohibited regardless of consent.
Worked example
A chiropractor signs a marketing contract paying a web company $40 for each new patient booked. Reasoning: a per-patient payment to an unlicensed entity that is not a bona fide employee is fee splitting and an unlawful inducement, and is a disciplinary ground even if every advertisement is truthful. A flat monthly fee for advertising services, with no per-patient component, is materially different.
Traps that cost marks
- "The marketing company wrote it" does not excuse a false or misleading ad.
- Confusing licensure with board certification in a specialty.
- Assuming patient consent cures a boundary or kickback problem.