Dr. Carter main reasons for not wanting to market the practice is because marketing is very new to the healthcare industry. Before 1980 when marketing started to exist in the health care; many professionals felt the marketing was “inappropriate and unethical” for the health care industry (Sharon B. Buchbinder, 2012, p. 99. Since Dr. Carter is a senior member’ this leads me to believe he is still old-school. Old-school is defined as something that is from an earlier era, it is looked at with the highest regard and respect. The fact the Dr. Carter problem spent his whole professional career in the era when he was told by the American Medical Association that advertising was not permitted, is his biggest reason why he will have a hard time with
