**Abstract**

Effectual and ethical healthcare communication is essential in medicine. Health communication not only includes taking medical histories and communicating diagnoses with patients, but its scope is also far broader. In light of recent research that suggests the importance of communication in health, this case study argues more ethical and communicative oversight that may be merited. This case study examines orthonyms associated with dental clinics. The orthonym, or proper noun, as a form of healthcare communication is a communicative practice influencing outpatient health. This communicative entity was selected as it is previously unstudied and adequately narrow so as to be analyzed without tangent. This chapter endorses the amalgamation of communicative maxims and bioethical principles as a backbone for effective and ethical healthcare communication. A framework uniting these maxims and principles is provided.

**Keywords:** bioethics, health communication, biomedical ethics, communicative maxims, medicine
