C-ATM Course 3: Ethical Communications In Marketing

Because applied knowledge is power, and your reputation is everything.


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C-ATM COURSE 3 DESCRIPTION

In this course you examine the fundamental questions, "What is ethical communications in marketing?" and "Why is it so important?" With experts, Harry Nelson, Rob Fuller, and Ben Cort as your guides, you consider key issues related to ethical marketing
and advertising communications. Taking federal and state regulations into account, you review best practices to promote transparent, truthful, and substantiated communications on the Internet and in comparison and testimonial advertisements. You
also examine data brokering, outside referral sources, and the challenges and benefits of communicating via social media platforms


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COURSE LEARNING OBJECTIVES

In this course you will analyze key principles and best practices related to:

  • Ethical marketing and advertising communications
  • Federal and state requirements
  • Transparency and disclosure
  • Comparison advertisements
  • Testimonial advertisements
  • Referral sources and data brokering
  • Social media marketing

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COURSE OUTLINE

Click on any of the modules below to see the content.

Module 1: The Importance of Communicating Ethically
  • Core values
  • Patient brokering
  • Marketing communications and the law
  • Practices of Substance Abuse Service Providers Act
  • Ambush marketing
  • Maintaining ethical standards
Module 2: Ethical Advertising and Federal and State Law
  • Misleading and unfair communications
  • The reasonable consumer
  • Truth-in-advertising law
  • FTC enforcement
  • State enforcement and "baby FTC acts"
Module 3: Internet Advertising Case Studies
  • Internet advertising liability
  • Case Study: Dr. Doug's Alcoholism Cure
  • Case Study: Sunrise Nutraceuticals
Module 4: Comparison Advertisements
  • Claims of superiority
  • FTC scientific standard
  • Strategies to avoid FTC action
  • Unfair competition
Module 5: Transparency and Disclosure in Advertising
  • Paid promotion
  • Promotion by physicians
  • Price and discounts
  • Advertorials
  • Claims of government approval
Module 6: Referral Sources and Data Brokering
  • Paying for effort versus results
  • Pay per click
  • Brand plagiarism and bait-and-switch
  • Cookies and URL redirection
  • Data brokering
Module 7: Testimonial Advertisements
  • Patient testimonials
  • Celebrity endorsements
  • Federal law and a "one way world"
  • Third-party reviews
  • Respecting patient privacy
Module 8: AMA Guidelines for Social Media
  • Patient confidentiality
  • Privacy settings
  • Boundaries
  • Truth and accuracy
  • Collegiality
  • Conflicts of interest
  • Separate personal and professional profiles
Module 9: Social Media and Online Professionalism
  • Good and bad uses of social media
  • Professional versus personal communications
  • Ensuring patient privacy
  • Dealing with negative feedback online
  • Think before you type
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Pick your course

You can choose to take the course, with or without CE Credits

C-ATM Course 3: Ethical Communications In Marketing


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C-ATM: Online Course 3 Ethical Communications in Marketing (No CE Credit)
ONLINE LEARNING
In this course you examine the fundamental questions, “What is ethical communications in marketing?” and “Why is it so important?” You consider key issues related to ethical marketing and advertising communications. Taking federal and state regulations into account, you review best practices to promote transparent, truthful, and substantiated communications on the Internet and in comparison and testimonial advertisements. You also examine data brokering, outside referral sources, and the challenges and benefits of communicating via social media platforms.
$120.00
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C-ATM Course 3: Ethical Communications In Marketing with 6 CE Credits


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2
3
Contact
Payment
Delivery
C-ATM: Online Course 3 Ethical Communications in Marketing with 6 CE Credits
ONLINE LEARNING
In this course you examine the fundamental questions, “What is ethical communications in marketing?” and “Why is it so important?” You consider key issues related to ethical marketing and advertising communications. Taking federal and state regulations into account, you review best practices to promote transparent, truthful, and substantiated communications on the Internet and in comparison and testimonial advertisements. You also examine data brokering, outside referral sources, and the challenges and benefits of communicating via social media platforms.
$180.00
Contact Information
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