The Attitude Towards Advertising by Medical Practitioners and the General Public: Some Evidence from Malta Available to Purchase

Many professionals abhor the thought of marketing their services. Marketing is assumed to be merely advertising and it is widely believed that advertising commercialises and hence demeans professional services (Chan, 1992; Darling and Hackett, 1978). Although restrictions on advertising have been removed or relaxed in a number of countries, many professionals and their associations still regard advertising with suspicion and regulate its use. This is perhaps nowhere more so than with medical professionals. A fundamental rule set by medical professional associations in European and North American countries is that the doctor's job is not a business. More explicitly, the Medical Council in Luxembourg specifies that medicine cannot be exercised ‘as a business’. While it is perfectly acceptable for other professions to declare that profit is the enterprise's driving force, such a statement would go completely against the professional conscience of the medical profession. Medical practitioners are expected to observe a high ethical code. Respect for life should come before any other consideration. However, the medical professional's ability to survive depends as much on marketing as on his specialised technical skills. A different marketing approach from that used conventionally in the business sector may be needed, but the utility of marketing cannot be denied. Like businesspersons, medical practitioners also network with their market by being active within the community. These and other actions all contribute to make the individual a well‐known figure within the area of his practice (Gelb, Smith and Gelb, 1988). Medical practitioners in the various countries frequently belong to national medical professional associations. These often have legal standing, and are empowered to issue regulations and sanction non compliance on many aspects relating to the profession including advertising. This study first aims to position within a North American and European perspective the approach to advertising adopted by the Malta Medical Council. Secondly, it seeks to empirically investigate (1) the attitude of Maltese medical practitioners towards advertising by their profession, and (2) the attitude of the Maltese general public towards advertising by medical practitioners. In America, the general public have been found to have a more positive attitude towards advertising than medical practitioners and professionals in general (Darling and Hackett, 1978; Dyer and Shimp, 1980; Miller and Waller, 1979). Similarly, we expect that in Malta medical practitioners will exhibit a more negative attitude towards advertising than the general public.