This is a map of the world before Columbus sailed the ocean blue.Like Columbus, we are venturing off the known mapADVANCEAs I hope to show, that’s where much of health care communications is right now1/6 of economyRestructuring – not fast enough for payers, too fast forsmeproviders, bewildering to patients – more than models threatened, holds potential personal threatPeople don’t’ want to think about health care way payers are, providers are being forced to, and how some wish consumers would
To paraphrase Geena Davis to Jeff Goldblum in The FlyBe careful, be very very careful
Let me pause here a second and let you soak some of this inOn the left, some of those terms on the previous slideOn the right, what people think of when they hear those terms
Few consumers understand terms “medical evidence” or recommended care, quality guidelines etcWhen asked about quality measures, consumers think:- Measures intrude on the doctor-patient relationship and don’t allow for personalized care- Leads to “one-size-fits-all” care, restrictive, inflexible, bureaucratic- Represent minimum standard of careProtect doctors from failing to provide better treatment than what is considered necessary.Evidence-based medicine – patients don’t think that care is based on anything besides what’s proven to work – kind of think it is all science or docs wouldn’t do it Especially concerned about tailoring being the 0.1 percentor having co-morbiditities
Consumers don’t like to be called consumers in health carePassive – doctors knows bestMD – might diving
Decisions Study from U of Mich -- FIMDM
Problems people identified in research about delivery and payment reform
Beliefs and realities we must overcome as communicators
Offer “solutions” to problems they see – what does it mean for meExample of electronic records
Make evidence “one” piece of the puzzle – not the be all and end all