I look at the transparency issue not as a moral right, but as a business tactic, tool and threat.
1. If you run around acting like the things you do will never be seen in public, you’re going to get busted. Sooner or later, the marketplace is going to see the effects of your actions, and living as if this is certain makes it far more likely that you’ll find a happy ending.
2. Your job as a marketer is to tell a story, which is a lot like putting on a show. If you can use the tools of transparency to tell that story better, do it! But if your audience will enjoy the story more (and your business will be more likely to succeed) if you apply some misdirection and magic, then why not?
1. Why hospitals (+ health care, etc.) (are starting to) make an attempt at transparency.
2. For the time being, transparency at most hospitals does not make the story more compelling, at least not in the “let’s attract more patients” sense. Also why hospitals (+ health care, etc.) are not more prudently pursuing Number 1.