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BUSI 528
CASE STUDY ASSIGNMENT INSTRUCTIONS
OVERVIEW
The Health Insurance Portability Accountability Act (HIPAA) Privacy Rule provides patients
with control over how their health information can be used and/or disclosed for marketing
purposes. The rules address the definition of marketing and exclude marketing communication to
the consumer using the protected health information. It is important to understand what can
legally and ethically be utilized to attract healthcare consumers.
INSTRUCTIONS
Using the Case Study “The Banning of Hospital Advertising-Vermont’s New Idea” found in the
assignment resources, provide answers to the following questions in a paper of at least 500 words
and in current APA format that is supported by 2 peer-reviewed, scholarly references and 1
instance of biblical integration.
1. How far has the role of marketing come in its appreciation or evolution from what was
first presented when advertising was banned among medical professionals?
2. Is there a complete reversal in opinion?
3. How is this related to Federal Regulations for HIPAA?
The following are requirements for this assignment:
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Length of assignment – at least 500 words
o Excluding title page/cover page and reference page.
APA Format
Number of citations:
o 2 peer-reviewed, scholarly references and 1 instance of biblical integration.
Acceptable sources: Scholarly articles published within the last five years
Note: Your assignment will be checked for originality via the Turnitin plagiarism tool
The Banning of Hospital Advertising – Vermont’s New Idea
Mary Bergin is the CEO of a community hospital in Putney, Vermont. The hospital has
grown significantly over the past few years, adding many resources. Mary came to the hospital
after being the COO of larger facility in New York, but she wanted to live in a rural state as well
as be in charge of her own facility. Putney County Hospital was in some financial difficulty
when she first arrived, but the Board of Directors supported her initial cost cutting efforts. As a
result, the hospital had returned to financial stability. Over the past two years, the hospital had
begun to aggressively recruit primary care physicians and also establish several satellite clinics.
All of these strategies had been done because of the significant regional competition that the
hospital faced from major centers in Burlington, VT and Hanover, NH.
It was early March and spring was just beginning to come to Vermont. The snow was
starting to melt, and the ski season was coming to an end. Mary went to her porch to get the
newspaper to skim it before an early meeting at the hospital. The headlines caught her off guard:
“Vermont Legislature Considers Banning Hospital Marketing and Advertising.” As Mary read
the story, she quickly realized this was a serious issue. Two important members of the
legislature, State Rep. Steve Maier (D-Middlebury)—with support from a Republican, Sen.
Kevin Mullin (R-Rutland), a member of the Senate Health and Welfare Committee—had
proposed this ban.
Mary texted her leadership team and scheduled a luncheon meeting. She also asked them
to make sure to pick up a copy of the Burlington Free Press.
At the lunch meeting, Mary began, “Did you all read the story? I am not sure this
initiative will pass, but we all know Vermont. This idea will not die. Some form of a limiting
proposal may go forward in another session of the legislature. We need to develop a strategy
around this issue. There are many facets to this problem.”
“I am really concerned,” said Bill Hayes, the Marketing Director. “We have Dartmouth
Hitchcock in New Hampshire that will just increase their presence at our expense the minute we
cannot advertise. As it is, they are so much bigger than us, and then there are the hospitals in
New York, too. How do we protect our patient base?”
“Well, maybe we could take those dollars and invest it in more doctors or some new
technologies. That is the point of the proposal,” said Mike Dolan, the Chief Financial Officer. “Is
it really so bad? I am not so sure.”
“Wait,” said Mary, “let’s not have a Senate debate here on the merit of the bill. We need
to think of a plan that is multi-faceted in light of something that now is in consideration. What if
it passes? What is the implication for our strategy? What do we do in light of the fact that there is
now more examination of what we do in terms of our marketing efforts, even if the bill does not
pass? This is not easy. What position should I take in the newspaper? I am being asked for an
interview by the Putney Gazette later today.”
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