The medical profession has long been revered as a noble calling, rooted in trust, competence, and ethical responsibility. Yet, in recent years, a troubling trend has emerged: some doctors and medical institutions are prioritizing self-promotion over genuine medical advancements, resorting to exaggerated claims and misleading publicity. This shift not only undermines the credibility of the profession but also erodes public trust in healthcare.
The Rise of Cheap Publicity in Medicine
Take, for instance, a recent viral social media post by a well-known surgeon in Mumbai. The doctor claimed to have performed a “revolutionary” laparoscopic surgery, complete with dramatic before-and-after photos. What the post failed to mention was that the procedure—a routine gallbladder removal—has been standard practice for over two decades. Similarly, a Delhi-based hospital recently made headlines for organizing a “mass vaccination drive,” framing it as an unprecedented achievement. In reality, such drives are routinely conducted by primary healthcare centers across the country.
These examples highlight a growing pattern: the hype around minor interventions, the rebranding of routine surgeries as groundbreaking, and the manipulation of media narratives to create a false sense of innovation.
The Tactics of Misleading Publicity
1. Hype Around Minor Procedures: Simple medical interventions, such as wound suturing or basic laparoscopic surgeries, are often exaggerated as groundbreaking achievements. For example, a doctor in Chennai recently claimed credit for a “life-saving” appendectomy, a procedure that has been performed millions of times worldwide.
2. Media Manipulation: In 2023, a Hyderabad-based hospital issued a press release claiming to have performed the “first-ever” robotic surgery in the region. Journalists, lacking medical expertise, amplified the story without verifying its accuracy. It was later revealed that robotic surgeries had been conducted in the same city for years.
3. Social Media Sensationalism: Platforms like Instagram and Facebook have become hotspots for doctors seeking instant fame. One cosmetic surgeon in Bangalore gained thousands of followers by posting heavily edited before-and-after photos of liposuction procedures. Critics later pointed out that the images were misleading, with lighting and angles manipulated to exaggerate results.
The Consequences of Unethical Publicity
The fallout from such practices is profound. Public trust in the medical profession is eroding, as patients grow skeptical of exaggerated claims. Genuine medical advancements, such as breakthroughs in gene therapy or precision medicine, are overshadowed by the noise of trivialized procedures.
Moreover, the pressure to compete for media attention and social media clout is lowering professional standards. Doctors who once focused on patient care and research now feel compelled to engage in self-promotion to stay relevant. This shift not only distracts from meaningful healthcare progress but also diverts attention from critical issues like outdated infrastructure and the need for policy reforms.
The Role of Institutions in Curbing Unethical Practices
Medical institutions must take a proactive stance to uphold professionalism. For instance, the All India Institute of Medical Sciences (AIIMS) has implemented strict guidelines for publicizing medical achievements. Doctors are required to submit their claims for clinical audit before sharing them with the media. Similarly, the Indian Medical Association (IMA) has launched workshops to educate journalists on distinguishing between routine procedures and genuine breakthroughs.
Regulatory bodies, too, must step up. The National Medical Commission (NMC) recently proposed stricter regulations on medical advertising, penalizing hospitals and doctors for misleading claims. Such measures are crucial to restoring the integrity of medical publicity.
A Call for Self-Reflection
The medical community must engage in introspection. Instead of chasing media attention, doctors should focus on advancing their skills and contributing to meaningful research. For example, Dr. Devi Shetty, a renowned cardiac surgeon, has consistently emphasized the importance of innovation over publicity. His work in making heart surgeries affordable for the masses stands as a testament to genuine medical achievement.
Why Some Doctors Resort to Cheap Practices
Behind the scenes, systemic issues often drive these unethical behaviors. Many doctors face immense financial pressures, from student loans to the high costs of running a practice. In privatized healthcare systems, the emphasis on profit can lead to overprescription, unnecessary tests, and inflated billing.
Additionally, the lack of robust ethical training in medical education leaves some doctors ill-equipped to navigate the pressures of modern healthcare. Weak regulatory oversight further exacerbates the problem, allowing unethical practices to go unchecked.
The Way Forward
The medical profession must return to its core values: integrity, competence, and ethical responsibility. Regulatory bodies, clinical auditors, and medical institutions must work together to curb the rise of cheap publicity. Doctors, too, must prioritize patient care and genuine advancements over sensationalism.
As Dr. Randeep Guleria, former director of AIIMS, aptly put it, “The true measure of a doctor’s success lies not in media coverage but in the lives they touch and the advancements they bring to medicine.”
Only by upholding these principles can the medical profession reclaim its dignity and continue to earn the trust of the public it serves.
(The author is a surgeon at Mubarak Hospital, a clinical auditor, and an expert on healthcare quality standards. Reach out at drfiazfazili@gmail.com.)
