She quotes Arthur Caplan, a professor of bioethics at New York University Langone Medical Center: “The problem with these ads is they may not be giving a realistic picture to people who have serious life-threatening cancers and other diseases and suggest that survival, if not certain, is at least likely. . . . It’s cruel to suggest you’re getting something special or otherwise unattainable when that’s not the case.”
Lieberman writes, "These ad campaigns designed to make you think favorably of a hospital are part of a larger campaign to build brand recognition much like detergent or cereal makers do. Caplan told her, “Medicine is mainly being treated like a business. More and more, people are treated as customers, and doctors are treated as providers. You’d be a sap if you don’t advertise. I see a lot of cut-throat competition.”
Brand recognition ads are "especially important when what Caplan calls the Mother Ship Hospital buys smaller facilities in other locations as a way to bring in more patients," Lieberman writes. "When people live in communities where, say, a hospital like New York’s Mt. Sinai Hospital or the Cleveland Clinic has bought a satellite facility, they’ll think favorably about someday being a patient at the local affiliate."