Deciding whether to recommend Avastin or Lucentis raises ethical issues. Should the public health consequences of using a far more expensive drug trump what the doctor thinks is best for the individual patient?
Good ethics and good business don’t have to be in conflict. Ophthalmologists shouldn’t resort to requiring their patients to buy contact lenses in-house; instead, they should focus on expanding their skill set and providing personalized service.
Physicians who specialize in assisted reproductive technology should advise parents-to-be of the health and psychosocial risks of preimplantation sex selection for nonmedical reasons.
In a study of New York physicians' compliance with reporting of communicable diseases, surveyed physicians responded better to legal warnings than to requests that explained public health benefits.