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Opinion 5.01 - Advertising and Managed Care Organizations

A physician may provide medical services to members of a prepaid medical care plan or to members of a health maintenance organization which seeks members or subscribers through advertising. Physicians practicing in prepaid plans or managed care organizations are subject to the same ethical principles as other physicians. Advertising which would lead prospective members or subscribers to believe that the services of a named physician who has a reputation for outstanding skill would be routinely available to all members or subscribers, if in fact this is not so, is deceptive. However, the publication by name of the roster of physicians who provide services to members, the type of practice in which each is engaged, and biographical and other relevant information is not a deceptive practice. (II, VI)

Issued prior to April 1977. Updated June 1996.