Very thorough video that highlighted the advantages of ethical guidelines. The guidelines guide healthcare professionals and there are three things that stood out for me that include: Patients being the center as consumers and deserving fair, respectful treatment; dignity and respect; the importance of the reimbursement strategies and the negotiation process; and Data Security ongoing efforts to maintain privacy. What I learned is that not everyone works together when working on negotiation strategies and there can be a breakdown in the process which can be critical. In the end, all parties must be profitable. -Latreace Wells