Announcement not Advertisement- A call to change the Medical Code of Ethics

The Medical council of Tamil Nadu recently forbade doctors from having websites saying it was ‘unethical and amounts to advertisement’. As India moves towards becoming Digital India, as Justice Lodha frames new rules for the Medical Council of India, isn’t it time we revisited the principles governing the practice of Medicine in India? 

It’s a small world

We’re going global. The world wants to come to India for Medical treatment because Indian doctors are knowledgeable, experienced and healthcare in India is reasonably priced. How can doctors announce themselves to the world without even a website? Patients never go to hospitals. They go to a particular doctor. Websites for doctors are a must in today’s world. 

Double role

Doctors are not merely medicine men or women. Or surgeons. They may be owners of a clinic, a nursing home or a hospital. They may have invested in real estate and equipment. They employ other doctors, nursing staff, paramedical workers, receptionists, managers, and even cooks and cleaners. They pay commercial prices in rent, electricity and water supply. They have to maintain everything in pristine condition since it is lives they deal with. They pay insurance and for various permissions. How do they keep all this going without at least announcing their presence and services offered by them in the form of a hoarding, a website, or a ‘yellow page listing’? The moment they do this, they get slapped with notices from their Medical Councils that it’s unethical to advertise. But if a non medico or a non allopathic doctor owns a hospital, [they can advertise because the Medical Councils can only suspend licences of allopathic doctors] that’s okay. Many societies where our clinics are located don’t allow even a decent sized board visible from the street. How will people know we are there to look after them? Please give the poor MBBS a break.

Piece of the pie

Another of our PM Modi’s plans for India is to curb the parallel economy. How does a doctor fill his or her hospital if they can’t announce themselves to the community? They resort to malpractices like ‘cuts’ or referral fees to other doctors who refer patients, even to Hospital receptionists, ward boys, cab drivers, ‘agents’ anybody who sends them patients. And from where does this money come? From hiding income and not paying tax. By forbidding websites and announcements in the press, the government is just  fueling the Black economy. Let patients directly find their doctors instead and do away with all middle men. This will also curb unindicated surgeries or tests.   

The privileged clubs

Who benefits from the ‘no advertisement’ clause? Corporate hospitals-because they can advertise. Clinic chains. Old established doctors because the competition gets no mileage-they are the ones on all committees and councils and very keen on this rule. The American Medical association has done away with this rule for this very reason. In today’s world where people settle wherever their job takes them, patients need the digital world to find a good doctor. The good old family doctor cannot advise you on who is best. A corporate hospital or clinic chain may have really young and raw doctors to attend to you or a doctor who knows the owner or is politically connected to get the attachment- not necessarily the best doctor for the job.


We don’t want to make tall claims or quote false results. We just want to be allowed to inform the public at large that here is a doctor with these degrees who can treat you for these conditions at this price. Or who has special expertise in a particular area. Or who offers extras like a weekend clinic or low priced clinic or all women staff or senior consultants or unique procedures. Nobody forces patients to a treatment. We want them to make an informed choice. And maybe talk to other patients of ours for a feedback.

Why me?

Miracle cures are announced by homeopaths, ayurveda practioners, gym owners, dieticians, fitness experts in all newspapers and magazines and on the net all the time. No action is taken against them. Why be so very strict with allopathic doctors who don’t want to make tall claims, just to announce their existence on a street, an area, a city or a country? The Medical councils are welcome to issue strict warnings in case false claims are made or miracle cures announced. But to completely take away our right to put up signages or websites is extreme.

Dog eat dog

 In an intensely competitive world, often it’s the competition that complains about a doctor who has made any kind of announcement thereby threatening the existing kings or queens. News paper interviews are given or such complaints ‘leaked’ to newspapers to demean the doctor and ruin his or her reputation and practice –benefitting the one who complained. By all means take action against offenders but let there be a law against vilification of doctors by other doctors or administrative officials or going to the press before a case is tried in court. Just as there is a law against physical abuse against doctors let there be a law against newspaper statements or cyber abuse.

Multi headed hydra 

Okay. Today you forbid websites. And Facebook pages. Tomorrow Whatsapp accounts, yellow pages like Justdial, Practo, Sulekha, then Instagram, Snapchat, apps for doctors, google adverts, use of SEOs , PR firms, advertorials in short, wipe out a doctor’s existence in print or the virtual world. For every head you cut, two will spring in its place. We don’t even know what new technology tomorrow will bring. How can Medical Councils keep tabs on everything and everyone? It’s time to get real and allow doctors a level playing field within reasonable boundaries of course. We don’t want to ‘solicit’ patients or ‘advertise’ or claim greatness. We just want to inform the public and announce our presence on the web and on the street where we work. 
May the best get their due.


With Aishwarya Rai Bacchan recently giving birth to a baby girl, the natural way- no Caesarean, no chosen birth date- of her own birthday or the much sought after 11/11/11 newspapers were abuzz with this ‘abnormal’ mode of delivering a superstar. After all, she would be ‘too posh to push’.

And reporters could no longer flog the story of the greedy and lazy gynecologist who waits on patients with a knife, ready to do a cesarean on any woman who does not oblige by popping out her babies at a convenient time.

Here is a gyno’s end of the true story – to do or not to do … a Caesarean section.

It’s true the rates of cesarean sections have gone up all over the world. I think this is why:

1] Forewarned is forearmed: Sonography etc

Plenty of investigations like sonographies and blood tests are available to us today that can warn in advance of babies who are growth restricted, too large, badly positioned or have loops of umbilical cord around their neck and could have problems with a vaginal birth.

2] Bigger is not better

With mothers being given tons of supplements their babies are sometimes too large for their pelvic structure and cannot be delivered ‘normally’

3] The Test-tube baby epidemic

Assisted reproduction [ test tube babies] have made it possible for women who otherwise would never have conceived, to have their own child. These are ‘precious’ babies often twins, conceived after years of trying and with slim chances of having another one and no doctor or patient in their right minds would leave anything to chance.- A planned cesarean with a team of doctors to attend on the baby is what makes the most sense.

4] No prizes just lawsuits

With women working and small family sizes, patients & doctors tend to avoid difficult vaginal births that could damage the baby’s brain causing cerebral palsies [spasticity], weakness in limbs [ paralysis] or mental retardation. Medico-legal issues also force us to be liberal with caesareans.

5] Surgery made easy

With modern antibiotics, blood transfusion, good suture materials, and experience, complications from a cesarean section have become rare. It is often the better option in difficult cases. The mother could also suffer incontinence [inability to control urine or stool] or fistulae in badly done vaginal births as well as suffer severe tears, rupture her uterus and have excessive bleeding after wrongly applied forceps or other maneuvers.

6] Short is sweet where labour goes

It is true to some extent that doctors tend to finish up and go home for the simple reason that baby outcomes are better when labour is shorter-We are taught ‘A labouring mother must not see two sunrises or sunsets’

7] The scarred uterus

With so many surgeries being done on the uterus like caesareans, fibroid removals, unification of two uteri, patients risk their uterus bursting at the scar and we cannot take chances with the life of both the baby and the mother.

So what’s really happening? Are we doing more caesareans than vaginal births? 
The answer is a simple NO. Why not? I just said its best for the baby!

1] The hen that lays golden eggs

In India, gynecologists treat not just a patient but an entire neighborhood. 3 generations of women from the extended family are looked after by the same doctor. A scissor happy doctor would be dropped like a hot potato. One unnecessary cesarean means a chunk of patients lost. And yes the competition is cut throat.

2] Because I can

The word ‘Obstetrics’ means to standby. Or wait patiently while a woman delivers, gently helping her ease her baby out into the world. We are trained to wait. And in India with its huge population, a gynecologist in training does every kind of difficult delivery multiple times. We are trained to do it. We have to do it to please the family. So really no reason for us not to do it.

3] If it’s good it’s not news

According to the 4th estate, women demand caesareans because they don’t want to suffer the pain of childbirth or they don’t want to get ‘loose down there’. This is not true at all. In all these years, I have had only one patient – a doctor who insisted on a cesarean-though to be fair to her, she had conceived with difficulty, her baby threatened to come out early and was growth restricted. She was anxious for the baby’s well being. Most women want a ‘normal’ delivery and start crying as if they have failed in some way when we tell them we need to do a cesarean. A well done and properly stitched delivery does not make a woman lose perineal muscle tone. And an abdominal surgery will always be more painful with longer recovery times than a vaginal birth.

4] Magic potions

With prostaglandins- a new group of drugs that make the cervix open up and oxytocin- a hormone that makes the uterus contract, deliveries can be timed and labour cut short by several hours. Added to these are excellent analgesia techniques that remove the pain and relax the muscles helping us to carry out deliveries with ease.

5] Self-help

Restricting supplements to essentials, controlling a woman’s sugar levels, helping her take an appropriate diet, avoiding excess weight gain and encouraging her to exercise and be active also contributes to better vaginal birth rates. Preparing the breasts for lactation by massaging the nipples releases oxytocin and helps the baby’s head to enter the birth canal and the patient to deliver on time.

6] The art of Obstetrics.

We all have our egos. And take pride in doing a difficult job well. So delivering a baby vaginally is an art as well as a science that most of us are happy to practice-though not at the cost of the patient’s well being. This is just another reason why a doctor would prefer a vaginal delivery.

To sum it up, most Gynaecologists or rather Obstetricians will try to give a woman a natural birth, but where needed, they will not be tardy in doing a cesarean. Trust your doctor to do his or her best. No doctor would like to give you treatment that’s worse than your disease. No patient is too posh to push and no doctor too lazy to pull.

Consult At

Rotunda -The Centre For Human Reproduction,

Sixth Floor Trust House In Front Of Global Hospital , Behind ITC Grand Central,Parel, Mumbai 400012

Monday to Friday – 8.30am to 5.30pm
Saturday – 9.00am to 3.00pm
+91 22 24119991, +91 22 24119992

Rotunda Clinic,

'My Nest' Building, Plot 262, Road 19, Wadala West, Near Wadala Road Station, Mumbai 400031
Monday to Friday - 6.00pm to 8.00pm
+91 22 24123225

Hospital Attachments

Gleneagles Global Hospital, Parel.
Breach Candy Hospital.
S L Raheja , Fortis Hospital, Mahim.
Wadia Hospital,Parel.