Ethical Medical Communication Is Our Commitment: Samobathi Pain Clinic Welcomes the NMC Guidelines 2026

Truthful Communication. Evidence-Based Treatment. Patient-Centred Care.

In today's digital world, patients increasingly turn to Google searches, hospital websites, YouTube videos and social media to understand their symptoms, explore treatment options and identify healthcare professionals. While digital platforms have made medical information more accessible, they have also made it essential to ensure that healthcare communication remains accurate, responsible and ethical.

At Samobathi Pain Clinic, we have always believed that trust is the foundation of the doctor–patient relationship. Our approach is guided by truthful communication, evidence-based treatment and respect for every patient's dignity and privacy.

We therefore welcome the National Medical Commission's (NMC) Guidelines on Ethical Advertising and Public Communication by Hospitals/Medical Institutions and Registered Medical Practitioners, issued on 6 October 2026. These guidelines emphasise the importance of ethical, transparent and evidence-based healthcare communication while seeking to protect patients from misleading medical claims and inappropriate promotional practices.

NMC Guidelines 2026: Samobathi Pain Clinic’s Commitment to Patient Privacy, Evidence-Based Treatment and Ethical Medical Communication

Why ethical medical communication matters?

Pain is a complex and deeply personal experience. Patients living with chronic back pain, neck pain, arthritis, nerve pain or other persistent pain conditions may have already explored multiple treatments before seeking specialist care.

In such circumstances, exaggerated claims, guaranteed outcomes and misleading promises can create unrealistic expectations and influence important healthcare decisions.

We believe that patients deserve clear and balanced information about their condition, the available treatment options, their potential benefits and risks, and the limitations of medical interventions.

Medical communication should help patients make informed decisions—not pressure them into choosing a particular doctor, procedure or treatment.

Our commitment to truthful communication

At Samobathi Pain Clinic, we believe that medical information should be communicated responsibly and without exaggeration.

We support the principle that healthcare professionals should not make misleading claims about their qualifications, clinical expertise, treatment outcomes or professional achievements. Claims such as guaranteed pain relief, permanent cures or universal treatment success can misrepresent the realities of medical care.

Pain management is individualised. The response to treatment depends on several factors, including the underlying diagnosis, the patient's overall health, the duration of symptoms and the treatment approach selected.

Our commitment is to communicate honestly about treatment possibilities, explain reasonable expectations and help patients understand the options available to them.

Evidence-based treatment must come first

Evidence-based medicine combines the best available scientific evidence with clinical expertise and the individual needs and circumstances of each patient.

In pain management, this means that treatment decisions should be guided by an appropriate clinical assessment, a reasoned diagnosis and consideration of suitable treatment options.

Depending on the patient's condition, management may include medication, physiotherapy, rehabilitation, lifestyle modification, psychological approaches to pain management or selected interventional procedures.

No single treatment is appropriate for every patient, and no procedure should be presented as a guaranteed solution for all forms of pain.

We believe patients should receive an explanation of the rationale for a recommended treatment, its potential benefits and risks, appropriate alternatives and the likely course of recovery wherever these can reasonably be discussed.

Our focus remains on informed decision-making and clinically appropriate care rather than promotional promises.

Patient privacy is a fundamental responsibility

A patient's medical history, photographs, videos, diagnostic reports and treatment details are sensitive information. Protecting this information is an essential part of maintaining trust.

The NMC guidelines address the use of patient information and identifiable material in advertising and public communication. They also clarify that patient consent alone does not make every testimonial, endorsement or promotional patient story permissible.

At Samobathi Pain Clinic, we recognise the importance of respecting patient confidentiality and handling medical information responsibly. Patients should never feel that their personal health experiences must be shared publicly to receive care.

Public education can be provided through general explanations of pain conditions, treatment principles and preventive measures without unnecessarily disclosing individual patient identities or clinical details.

Patient testimonials and treatment success stories

Patient experiences can be meaningful, but they must be handled with care in a professional healthcare setting.

Testimonials, before-and-after photographs, success stories and claims about treatment outcomes may create an incomplete or misleading impression of what other patients can expect. Even when an individual patient is willing to share an experience, that willingness does not override applicable professional and ethical restrictions.

The NMC guidelines reinforce the need to distinguish genuine medical education from promotional content that could mislead patients or encourage inappropriate expectations.

We believe that confidence in a healthcare provider should be built through transparent communication, appropriate clinical practice and professional responsibility—not through exaggerated success stories or claims of superiority.

Responsible use of websites and social media

A clinic's website and social media channels can serve a valuable educational purpose. They can help patients understand common pain conditions, learn about available treatment approaches and recognise when professional assessment may be appropriate.

However, digital communication must remain consistent with applicable medical ethics requirements.

The NMC guidelines address promotional activities, including misleading claims, patient solicitation, paid endorsements, testimonials and certain forms of digital and AI-generated promotional content.

For healthcare providers, this makes it important to review not only advertisements but also website content, social media posts, patient-related images, promotional videos and third-party marketing activities.

At Samobathi Pain Clinic, we believe that digital communication should support patient awareness and understanding while respecting professional boundaries.

Welcoming the NMC guidelines

We welcome the NMC's emphasis on patient welfare, privacy, transparency and ethical communication. These principles are closely aligned with our belief that healthcare should be guided by clinical responsibility and the best interests of the patient.

For us, truthful communication and evidence-based treatment are not simply statements for a website. They represent the principles that should guide conversations with patients, discussions about treatment choices and the way medical information is shared with the public.

We recognise that responsible healthcare communication requires continued attention as digital platforms and technologies evolve. We therefore support efforts to ensure that medical information remains factual, balanced and consistent with applicable professional standards.

Our promise to our patients

At Samobathi Pain Clinic, our commitment is to:

• Communicate truthfully: Provide clear and balanced information without exaggerated promises or guaranteed outcomes.

• Prioritise evidence: Base treatment decisions on appropriate clinical assessment and the best available evidence.

• Respect privacy: Treat patient information and confidentiality with care.

• Encourage informed decisions: Help patients understand suitable treatment options, potential risks, benefits and limitations.

• Uphold medical ethics: Ensure that professional communication respects applicable regulations and the dignity of the medical profession.

Conclusion

Pain management is built on trust. Patients deserve healthcare professionals who listen carefully, explain their options honestly and recommend treatment based on clinical need rather than promotional appeal.

Samobathi Pain Clinic welcomes the NMC Guidelines 2026 as an important reminder of the responsibilities that accompany medical practice and public communication.

Truthful communication, evidence-based treatment and respect for patient privacy have always been central to our approach—and will continue to guide our commitment to responsible pain care.

Samobathi Pain ClinicCommitted to ethical communication and evidence-based pain management.