Academic journal article Contemporary Readings in Law and Social Justice

Respecting Consumer Rights and Professional Ethics: Particular Aspects of the Romanian Healthcare Services

Academic journal article Contemporary Readings in Law and Social Justice

Respecting Consumer Rights and Professional Ethics: Particular Aspects of the Romanian Healthcare Services

Article excerpt


In this paper we aim to present the importance of the social responsibility marketing view in the activity of healthcare services providers from Romania. The method of obtaining information has been the investigation of secondary sources. We have also analyzed the aspects regarding law conformation by these providers and their concern for the ethical behavior of their employees. The paper aims to highlight the fact that the success of healthcare services providers' activity and the achievement of a high degree of patient satisfaction are closely connected to the adoption and implementation of high behavior standards in the activity of the actors on this market in Romania. Last but not least this paper proposes a holistic approach for healthcare services providing in Romania, the only approach able to grant an organic marketing vision on respecting the laws of ethical conduct and the adoption of a socially responsible behavior.

Keywords: holistic marketing; social responsibility marketing; ethical conduct; ethical code

1. Introduction

One of the main concerns each person has is represented by his/her own health, respectively the rights he/she has as a patient. In this respect, the first international document that regards health as a right is the Constitution of the World Health Organization (1946), which states that "the enjoyment of the highest attainable standard of health is one of the fundamental rights of every human being without distinction of race, religion, political belief, economic or social condition" (Drägoi, 2010).

Also, the right to health has been included in the "Universal Declaration of Human Rights" (1948, 25th article): "everyone has the right to a standard of living adequate for the health and well-being of himself and of his family, including food, clothing, housing, medical care and necessary social services." Other international agreements that refer to people's right to health and their right to have access to medical services are the "Convention for the Protection of Human Rights and Fundamental Freedoms" (1950), the "International Covenant on Civil and Political Rights" (1966), the "International Covenant on Economic, Social and Cultural Rights" (1966) and the "European Social Charter" (1961).

Starting with 1994, the right to health has been acknowledged and promoted by the "Declaration on the Promotion of Patients' Rights in Europe" (World Health Organization, 1994). This statement has been taken over within each European state's legislation. In Romania, the statement has been expressed within the "Law for the Patient's Rights nr. 46/2003" whose standard specifications have been issued by the 386/7.04.2004 Order of the Ministry of Health of Romania. Other covenants that Romania has subscribed to are as follows: "The Ljubljana Charter on Reforming Health Care" (World Health Organization, 1996), the "Convention for the Protection of Human Rights and Dignity of the Human Being with Regard to the Application of Biology and Medicine" (European Council, 1997) and the "European Charter of Patients' Rights" (2002).

All these aspects describe the great societal importance of the healthcare services. Also, enhanced by the increase of competition on the Romanian healthcare market (the more and more significant presence of private healthcare services providers), these aspects have determined an increase in the interest that the actors on this market prove for adopting the marketing view within their activity.

In accordance with the marketing view, healthcare services providers will attain their goals if they prove more efficient than their competitors in creating, providing and communicating value for the patient (customer).

2. The Importance of Holistic Marketing for Healthcare Services Providers in Romania

Although more and more healthcare services providers have adopted the marketing view in their activities, the level of attained performance indicates a reactive orientation towards the patient and his/her needs, which means the providers understand and fulfill the needs that patients express. …

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