| Indian Journal of Medical Ethics | ||||||
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Calls for advertising and market reforms in health
care Amar Jesani In 1995, national dailies carried front-page reports on the need to control
doctors' and lawyers' fees. The reports were a reflection of the salaried middle
class' growing concern over the high cost of health care. However, the issue
soon died a natural death - a demonstration of the political clout of those
whose income was sought to be controlled. The news reports originated in the 13th report of the Committee on
Subordinate Legislation, dealing with rules and regulations under the Medical
Council Act, 1956. The report was presented to the upper house of parliament on
December 9, 1994. Some of the report's observations also indicted the
functioning of the medical profession and its legally constituted
self-regulatory bodies, the Indian and State Medical Councils. However, the
report did not indicate a concern about doctors' high fees or the financial
burden of health care borne by poor people. Having implicitly accepted that the
market should drive health care services in our country, our honourable
parliamentarians only endeavoured to make the doctor-patient transaction at the
market place "transparent". The report noted that the code of medical ethics did not guarantee patients
prior information of doctors' fees, and this was inadequate in protecting
consumer sovereignity. It concluded that there should be some means "by which
the patient could learn in advance the fee charged by all or most of the
physicians of the type required by him, in which case he would be able to select
the physician whose fee will suit him. It would also enable him to know what
services are included in the fee charged and to compare the fee to be paid to a
doctor with what others charge for similar services." Representatives of the medical councils protested that publicising doctors'
services and prices would amount to advertising, which is prohibited by the code
of medical ethics. The committee dismissed this protest by recommending suitable
amendments in the code. It also asserted that "a directory containing all
details of the physician and their charges should be published by the Medical
Council of India." Also, "the Medical Council should make it compulsory for the
doctors in private practice to notify their fees to the Medical Council which
should include the standard charges for various services, operations etc."
Clearly, the report was concerned only with the paying consumer. It had nothing
specific to offer to consumers of free services in the governement health
centres. The committee's recommendations reflected a trend in political thinking.
Since then, there has been less talk about strengthening the primary health
centre network to provide medical care. Medical care even in rural areas will be
increasingly left to the private sector. The committee's recommendations were meant to restore the credibility of
the private health sector -- which had taken a beating in recent years -- by
injecting transparency into the marketplace transaction, while simultaneously
blunting the emerging demand for price controls in health care. A shift in the
national policy has called for a withdrawal from commitment to public sector
health services, along with some token regulation of the private health sector.
The committee's report is a reflection of this policy change. The political scene is preoccupied with ensuring a competitive and
corruption-free business environment. The suggestion of "transparency" is
necessarily tagged with the idea of providing consumers information, a
long-standing demand of consumer groups. After all, when one has no alternative
but to buy health care, it is always good to be able to make a "rational
choice". Second, once the principle of providing information to consumers is
accepted, more demands for information on other aspects of health can be made.
The demand for information on services and the way services are managed is
valid irrespective of the way in which health care is organised - whether
private, nationalised or a mixture of the two. However, there are limits to the
information actually given by doctors and understood by patients in a
market-based organisation of health services. The United States is a classic
case study. Here, "information" and "choice" are considered essential elements
of the medical care transaction. Consumer groups are strong, and courts and
juries are sympathetic to litigants. Hospital prices and services are rated by
consumer groups and consumers can obtain data on outcomes of various treatments
provided by hospitals. Codes of medical ethics are also modified to allow some
advertisement, to institutionalise peer review for assessing doctors'
competency, and so on. Yet, can the US health system claim that consumers are
making rational choices, that access to services is universal, that fees are
reasonable and people's health status and the quality of care are commensurate
to the country's health care expenditure? No. The US may top in the provision of unnecessary investigations,
medications and surgeries. The health industry ensures the increasing
medicalisation of people's lives to increase demand for their services. Though
health expenditure in the US is the highest in the world, the health status of
its people is not. There is no universal access to health care, and millions of
US citizens do not enjoy full health insurance coverage. Finally, people have
absolutely no control over the management of health services, an area tightly
guarded by the corporations owning the system and professionals running it.
(A longer version of this comment was published in Jesani A. Market
reforms in health care. Radical Journal of Health 1995; 1 (3) New Series:
171-3.) Dr Amar Jesani, 310 Prabhu Darshan, 31
S.Sainik Nagar, Amboli, Andheri (W), Mumbai 400 058. Email:mailto:jesani@vsnl.com |
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