Relative advantage can be a powerful discriminator

While some healthcare institutions operate in isolation (e.g., rural critical access hospitals), others reside in highly competitive environments. Relative advantage can be a powerful discriminator because empty beds or open appointments equal missed revenue, which undermines the viability of the institution. What is the role of ethics in strategic planning, marketing, and communications? Link your posts to a specific ethical code, e.g., http://www.shsmd.org/aboutus/codeofethics.shtml.