ISPP 2015

Career Opportunities in Pharmacy
Medicine and the Media, by Avash Kalra, MD


a crowd thank you thank you very much
here I’m I’m gonna I’m gonna just like stand here and a little monologue and
targets CheapOair got another body and hear great ok well before I introduce
our really exciting presenter today have a couple of announcements next week
Monday May 2nd but not in here in ed to sell 1102 we will be hosting Dr art
kaplan as part of the Holocaust genocide in contemporary bioethics program dr.
Kaplan will be speaking on how did German researchers in the camps go so
wrong that is the first of three events he’ll be doing on our campus and so
after the noon to one presentation people will gather actually in the forum
sheer for a panel discussion with dr. Kaplan why don’t we teach about the
participation of health professionals in the Holocaust so that’s a pretty
provocative question and we will hear what people think about that and then
finally that evening at seven o’clock at the wharf theater which is 350 South
Diaoyu as part of the Jewish Community Center Dr Kaplan will be speaking to the
community on the use and misuse of the Nazi analogies analogy in american
politics which actually fits today with our presentation of Medicine in media
it’s kind of an interesting and also provocative topic all these events are
open and free to the public however you need to RSVP on our website so let me
know if you have any questions and following that Monday May 2nd our last
Monday noon lecture on the ninth for this academic year will actually be on
crisper past present and future genome editing
it should be really exciting to people who will be talking to us about crisper
professor Robert Beatty he’s a professor of chemistry and bio chemistry and
biochemistry at the University of Colorado Boulder and our own Maryland
coerce his the director research here for the Center for Bioethics and
humanities so CRISPR as some of you likely know is a technique which allows
scientists to edit genome so there’s a lot of interest gain ethical questions
that are being raised so two-hour presentation today we have actually a Bosch cara who is one of the
chief medical residence at the University of Colorado internal medicine
residency training program I think you have about a month left two months left
during residency he was recognized with the gold foundation humanism and
Excellence in Teaching Award and this July I hope after a little time off he
begins a three-year gastroenterology fellowship here at the University of
Colorado so I’m delighted and I’m sure that the Department of Medicine is as
well is that he’ll be staying around for a while of Oz is actively involved in journalism
he is an editor for national college hockey publication and he’s the founder
of just a truly incredible program called a radio rang out this is a
non-profit company that produces a weekly medical radio talk show so a
Bosch will be talking to us breaking news on medicine and the media thank you
of I thank you tests just wanted to say first of all thanks to all of you for
coming this really exciting for me I’m really honored to have the opportunity
to speak with you all today you chose to be inside instead of
outside on a nice day so that’s great and again thank you for having me it’s
very and honor so we’ve got a nice intimate group today which is just nice
so i guess i I can if we’re going to be in turn out a little bit about myself so
I got my name is about she grew up in England actually before moving to the
states my internal medicine residency here at
the University of Colorado finished that last year what else I married life in
Stapleton anyone else let them stay for now ok oh yeah but I don’t have kids I
don’t have that so my neighbors looking very suspiciously like I might throw a
loud party and a second and then I started as a test mention I’m starting
to gastroenterology fellowship here and in the summer so I’m excited to be
staying around no medicine the media this is the topic
for the for the day and it’s something I’m really passionate about and have had
the good fortune to have had some great experiences in that building excited to
share those with you today a disclosure just before we get started
I do have one sort of so my non profit organization radio rounds at just
mentioned is sponsored in part by a subsidiary of the american medical
association called met + advantage provides disability insurance to medical
students and residents mentioning that as as our sponsor though
just wanna make clear that I personally receive no benefits from them I don’t
receive a salary or any compensation from that company over the next 50
minutes or so we’ll talk about medicine the media and this is what I’d like to
accomplish over the next hour so like to provide you guys with a perspective on
the complex relationship between medical professionals and journalists like to
discuss the public perception of medical and scientific work based on mass media
coverage and I’d like to explore the role for clinicians in the mass media
when I think mass media I’m really referring to news that’s published and
disseminated radio television or print so there’s some things that are just
gonna be beyond the scope of our conversation today so for example we’re
not gonna talk about TV scripted dramas house grooves Grey’s Anatomy and the
like although it is worth mentioning just
briefly that just like the media has a profound impact on the public perception
of the medical profession so too did these TV scripted dramas and I think
it’s worth mentioning one particularly memorable example is a paper published
in the New England Journal of Medicine in 1996 and the researchers in that
study watched all episodes TV programs er chicago hope during the 1994 1995
Buick season and 50 episodes of rescue 911 so there’s this has to be like the
greatest Methods section in the history of the new england journal and what they found was that of the
patients in those programs who underwent CPR 75% of them survived the immediate
arrests and 67% appeared to have survived until hospital discharge and
really in reality we know that both of those numbers should be much less money
he said let’s all say today about TV scripted dramas are also not going to
talk about social media again at an entirely different topics are not going
to talk about Facebook Instagram Twitter and so forth and we’re not going to talk
about advertisements whether in print or on
television even though as you can see there are some pretty spectacular
examples of in the history of the intersection between medicine and
advertising this was in the early sixties Lucky Strike cigarettes if
anyone watch the television show Mad Men this ad was featured prominently in the
very first episode though we’re going to talk about the news and why do I think
this is important and why do I think you guys should hit engine for at least a
little while today well I would argue that medicine is
maybe now more than ever before social science and in some ways it
probably always has been now there’s a magnifying glass on our
profession whether it’s a scientific research work
that we do whether it’s the day-to-day clinical work that we do and medicine is
interesting to people and that alone makes it newsworthy and you know we see
it and and it makes sense right some of those TV scripted dramas that I
put up on the screen a moment ago what we do in real life mirrors a lot of
those themes that you’ll see on television Madison real life is about
the human condition about life and death conflict resolution
and so forth and of course we see health and science and medicine covered in
newspapers across the country the Washington Post The New York Times and
even our own Denver Post this expose a about the truth behind
Thanksgiving in addition to that seemingly every news network has its own
medical experts or health care correspondents and actually even one of
my own friends and who is an internal medicine residency in connecticut even
got in on the act so it has very limited free time he actually works as a
healthcare correspondent that’s him on the right for a local TV news program
then and in this segment he was describing viewers and today anchors are listening
intently to him the difference dosages of caffeine in varying sizes of
coffee cups so as the coffee cup size increases the dosage increase it turns
out to be something that would that magnifying glass and I talked about
magnifying glass of the media and therefore the public on the medical
profession medicine really isn’t any more this mysterious grand ivory tower
instead it’s much more of a glass house maybe more apropos analogy for today
would have been a theatre in the round light can escape and down here but as a
glass house shouldn’t the goldman be for anyone looking in public media today as
well informed as possible I think so and as well talk about in addition to that
the media coverage of Medicine might actually change the profession itself
and people are paying attention recent Gallup poll of over a thousand
us’ adults asked what the most trusted professions in the united states and
medical profession also pharmacists medical doctors and nurses ranked at the
top so that’s all the way up there pretty good and before I move on I do
what I just point out that all the way at the bottom is the members of congress
so they have some work to do especially since there for three spots below
telemarketers so don’t let anyone tell you that physicians are entrusted him
are still at the top in addition to that so physicians are
trusted but what about journalists not a study from the Pew Research Center
showed that 58 percent of americans regularly watch their local TV news
which is more than any other media source by a margin of almost two to one
and the CDC in 2009 distributed results from a pool of about 550 mothers and
what they found was that although fifty-nine percent of those mothers said
that their pediatrician was their most trusted source of healthiness 39 percent
said their most trusted source mister you can use medicine and the media both
well trusted by the public so surely then positions and journalists can work
together side by side ethically effectively romantically to make sure
that the public as well important read that some skepticism so what is the
relationship like between us and the media so did some brainstorming of some
adjectives that came to mind sensitive insecure unstable ambiguous
but you get the idea is an uneasy relationship and that makes sense
because medicine medical professionals and journalists have different
perspectives and that can potentially lead to distrust there’s plenty of space
to me that’s plenty of room in the space between them for misinformation as I
mentioned earlier had the opportunity really the honor to be involved in both
fields someone obviously as a physician but also as a journalist and so I think
about what makes a good story so back sources balanced view points all of
which medicine can provide but always with this underlying era of ambiguity
uncertainty probabilities think about a scientific breakthrough as an example a
researcher might consider scientific breakthrough news where they only when
it’s been peer reviewed endorsed by colleagues maybe even replicated but
that’s not how television and print journalists in the
world right maybe even when data still preliminary they can consider that a
breakthrough that’s what the courting and as will talk about later that
different viewpoint can lead to some dangerous situation in 1998 dr. Timothy
Jackson he was the medical editor at the time for ABC news gave the one hundred
and eight static electrical the Massachusetts Medical Society and he’s
to talk about medicine in the media and specifically the relationship between
those two professions with regard to disclosure of presidential health and
fascinating in 1883 President Grover Cleveland now recognizing their present
in Cleveland boarded a yacht in New York Harbor supposedly for a vacation but
unbeknownst to the public because he was hiding it from the media they’re
actually five surgeons and the dentist on board ready and waiting to take the
left cancerous upper jaw from President Cleveland things haven’t gotten much
better three decades later when woodrow wilson actually grew a beard
specifically to hide from the public and the media that he had a stroke fortunately things finally began to
change in this relationship and that was evident in the nineteen fifties when
White House press secretary James Haggerty reported extensive detail the
number and frequency of president eisenhower’s bowel movements that have
everything this press conference so the relationship finally began to change
between us and the media began to work together but as that happened as we went
along strong the 19th St is just because of
how different leave the medicine the media view what’s newsworthy each
profession started to compromise some of the basic tenets that form the
foundation of their profession and Dr Jackson put it well and that 1988
lecture he said wherever it gives me whereas science traditionally emphasizes
collected data over individual anecdotes and getting it right over getting it
first representatives of the world of medical
science often felt pressure released early clinical research
prematurely the public and whereas journalists traditionally emphasized the
use of multiple sources for new information and the value of obtaining
opposing viewpoints to balance any story they were all too willing to let doctors
and scientists and the revered medical establishment of some iconic class state
their hypotheses unopposed whenever and however they wished that is the
relationship between medicine a media wanna potential distrust but also one of
the potential drawbacks but how does media coverage of Medicine and Science
actually affect public perception of medical care medicine so I’m gonna
actually go through a few examples and and I’ll preface this by saying that
these examples really highlight some of the drawbacks of the dangers and how the
media the mass media covers medicine though I very much appreciate the
importance of a good headline gotta be catchy but a draw the reader in and who
wouldn’t want to read a story that suggests that you might be murdered by
your own ear lobe but this is a reference of you might know the Franks
sign doctor frank was the first to describe the correlation between
increased in your ear lobe and the risk of developing heart disease and its
excellent correlation that been described in the literature multiple
times in a logical but I don’t think I need to belabor the point that headlines
like this that our attention grabbing hyperbolic could potentially do more
harm than good and potentially exaggerate the importance of a given
finding especially when I think we all know there are a few things higher on
the list of potential calls about this one from CBS News last day for a brain
tumor no evil twin siblings growing woman’s brain so this isn’t like the
national enquirer the CBS News this is a story about a twenty six-year-old PhD
student in indiana was diagnosed with an intracranial teratoma that’s a teratoma
basically a tumor that’s form from the cells that form our own integra
mentoring system so it can include things like hair and nails and teeth and
so we went from a teratoma and by the way it was removed the patient that we
went from a teratoma and a sort of an offhand comment that she made to a local
reporter about an evil twin story like this fortunately a couple of
days later Discovery News cleared things up for us women’s embryonic twin not really an
embryo or a twin and it’s not just online news sources that do this by the
way in 1993 the george washington university laboratory conducting an
experiment that resulted in 229 viable human embryos to create additional
embryos has actually done as part of research on in vitro fertilization I
think you can imagine the media frenzy that resulted from this the media was
touting new technology that would result in mass production of human beings that
this was time magazine’s take this is there cover on November 8 1993 and say
that the top-right entire state was on fire took a back seat to this and the
imagery is pretty spectacular as you recognize what we’re looking at its
reference to one of the most famous paintings honor michelangelo’s painting
the ceiling of the Sistine Chapel at the Vatican and one of the frescoes and that
painting is called The Creation of Adam in the painting God’s hands reaching out
to Adams and but in the time magazine cover now got five of atoms hands on the
left and the reporter the writer of the cover story wrote that the scientists at
george washington university of one quote unquote playing god and developing
a brave new world cookie-cutter humans all of that from
the some preliminary data which I think highlights the media’s tendency to
capitalize not only on a story that interesting and dramatic but potentially
politically controversial as well more recently from the Wall Street
Journal adolescence drinking takes lasting toll on memory sounds
interesting subheading even moderate drinking by
adolescence on a regular basis can cause potentially lasting changes to the brain there’s a website called Health News
Review da toward which actually is run by journalists and helps readers
critically analyse claims that are made in the media about medicine science and
health news review noted that it took this story a hundred and seventy seven
words and by full paragraph before there was any mention of the fact that this is
all based on a study done in rats and furthermore the word adolescent
adolescence mention six times in the paper in the article before mentioning
that the rats were adolescence that’s in this study recently some of you might
have heard about this that was a study done at Baylor University where
essentially they put a group we’re starting a group of pregnant mice they
put half of them on a treadmill by the way I googled mouse on a treadmill is
what came out there are many interesting images if you’re interested in about
half the miles on a treadmill in half and they looked at the physical activity
of the offspring and this showed that that mice who were on the treadmill had
offspring who are physically active this was a mouse model study about 15 miles
in the study itself the Washington Post got wind of physical
activity may start in the world highlighting the similar to what I just
mention taking taking a small animal study and then applying it to humans some of those who read that last
sentence there so maybe women who exercised for their own say we’ll do it
but baby so pretty inflammatory obviously let’s go beyond the news
headlines so this was a news release from the Harvard School of Public Health
higher dietary fiber intake in young women may reduce breast cancer risk this is based on a recent study
published in February in the journal Pediatrics and that the abstract from
that paper and indeed press release from Harvard they wrote high intake of fiber
during adolescence was also associated with 16 percent lower risk of overall
breast cancer and 24 percent lower risk of breast cancer before menopause and
this actually highlights an extremely common drawback and how the media covers
medicine and that’s the tendency to report relative risk benefits as opposed to absolute risk
benefit the absolute risk benefit was actually two tenths of one percent
doesn’t sound as interesting as that this is a quick reminder that risk the
risk is the risk of developing condition over a period of time and the relative
risk is the risk of developing the condition over time compared to another
group and if you report the relative risk and set up the absolute risk it
actually make a very small effects and much more impressive especially that
initial risk is small and so you’ll see that tendency in news reports to report
that the absolute last and finally the last example from CNN the worldwide
leader in news coffee could literally be a lifesaver now obviously we cannot
literally save your life I don’t think I could have survived residents but
regardless this is reviewing findings published in the journal Circulation
another well-regarded medical bills or drink 325 cuts of more than five putts
of 15 percent and 12 percent lower death rates respectively again this is reports of a relative benefits as
opposed to an absolute benefit this is compared to those who weren’t
drinking or drinking less than that what is the examples show us is that
media coverage of a medical or scientific story can very quickly go
awry and more than moreover a lot of these examples show how the mass media
covers data presented at national meetings or novel treatments and
journalists can often be tempted to present those as definitive
breakthroughs and perhaps that’s how the public read them was actually published
data that suggests that when there’s a new story covering data presented at a
national meeting regarding animal studies less than 10 percent of the time
just had a news story even mention that there’s limited applicability to humans
and so Health News Review dot org wiki site that I mentioned that helps the
public critically analyze these these claims that are made in the media
actually have it has a published list of recommendations for journalists who
covered the realms of Medicine and Science and just quickly read through
some of them so just cut costs discuss the potential benefits and harms use
absolute not just military risk benefit data compared the new product or
procedure with existing alternatives account independent sources who have no
conflict of interest look beyond the news release avoid disease mongering
exaggerating or medical eyes and conditions explained to the audience that not all
studies are equal distinguish between what product or procedure is a new idea
and what’s just knew rapping on an old one and provide information about the
availability of the product or procedure in addition to that the statement of
principles of the Association of healthcare journalist suggests that
journalists you understand the process of research and specifically be
judicious with words such as cure and breakthrough I think we’ve all seen news
stories using those words quite liberally and it’s easy to to imagine
how a patient or patient’s family might you a story like that when I when the
data isn’t supported by mentioned benefits and risks are important this is
a paper in the New England Journal of Medicine in 2000 and they looked at the
coverage by the news media the benefits and risks of three common medications pravastatin
medication to treat high cholesterol alendronate should treat osteoporosis
and ass plan it shine benefits overall cardiovascular and they looked at a
hundred and eighty stories that were published in print journalism between
1994 and 1998 so 60 stories per her drive in addition to that 27 TV news
reports and of those two hundred and seven total store is 40% didn’t mention
any quantitative risk benefit data at all of the sixty percent that did
eighty-three percent of those mentioned only relative risks benefits and not
absolute risk it does this all of this the media coverage of medicine and
sciences actually affect what we do as physicians I thought this was
interesting was in the Archives of Pediatrics and Adolescent Medicine in
2003 influence of the news media on diagnostic testing in the emergency
department some of you might remember there was a media obsession around 2002
2003 with with quote unquote flesh eating bacteria which is a group a strep
and what they found in this paper it was that that surge in news stories at that
time was associated with a statistically significant increase in the testing
group mates trapped in a pediatric emergency department even though there
was no difference in the number of positive results before and after that
surgeon news stories so maybe it’s actually affecting what we do in
practice also highlights I think the tendency for
for the medical profession but the media to exaggerate the importance perhaps a
certain condition in 2002 her view of the top 50 local television news markets
in the country listed the most frequently discussed medical topics on
those TV news programs any guesses as to what those might have
been up to ok so breast cancer and I think not
surprisingly the other one was West Nile virus not for example cardiovascular
health which statistically would be our nation’s biggest problem though when we
talked a little bit about media coverage of Medicine and Science what happens
when physicians involved themselves as journalists will talk a little bit later
on about whether or not I think there’s a role for that and spoiler I do but it
could also be just like the examples I covered this can also be associated with
some ethical concerns the last April almost exactly a year ago today CNN
aired this report from Dr Sanjay got that he is their chief medical
correspondent he’s also a neurosurgeon at Emory University and some of you
might have seen him on television very prominent figure in medical journalism
and he was covering the after-effects of devastating earthquake in Nepal last
April and as part of the news report he also performs neurosurgery on air will
just take a moment much that I was asked to do this by the way to doctors that
were there the house to lay down literally I think it’s you know they
just need another set of hands in the end that because the demand is so high
this is a little girl Selena she led the more remote areas just came in today you know a couple of days after the
earthquake significant head injury her belt around her she was outside and
understand getting water when she was brought in Kerala we’re about to their
parents were down and she had a brain injury she gets a
little bit of good news and that she’s doing well she is recovering well and
also her parents had been located that they were carrying another sibling likes fractured and I can’t obviously
good news for sale that’s good news because he didn’t even after that
operation is done we heard about another 18 year old little girl who also had a
brain injury that needed a very similar operation show you know this is just an
ongoing situation and her story is it is as you as you can tell I’m very capable
I think at first glance a story like that certain that your heartstrings
there is obviously a tragedy going on in that part of the world that’s a problem
at all with how that news report was was done she has adopted a very interesting style
of presentation I think it was initiated by wolf blitzer at the beginning of the
Iraq invasion of Iraq court he was in the building I could see the bottom
swallow it was always out of breasts just like dr. Gupta did in the end that
presentation is 47 other brethren but yeah so so I agree it it it’s actually
making the journalists at the for putting the journalists at the forefront
of the story right instead of making them purely the reporter said this isn’t
ordering thank you this this article in The
Guardian so few days after this report nicely summarized some of the concerns
from the journalism world as to how this news report occurred specifically the
super frown upon first person journalism that we talked about events kind of
happened to the 2010 earthquake in Haiti and actually at that time that prompted
the association of healthcare journalist to convene a committee to publish
guidelines for physician journalist and one of their public statements was do
not exploit vulnerability for gainer glory Connie st. Louis who’s the
director of the science journalism program at City University in London so
I put this nicely as a journalist with medical training do you really need to
film the times when you get involved there certainly possible confidentiality
issue it’s a mention as well as the potential for self-promotion if you film
to journalists during the medical procedure they become the story my feeling is why do it in Nepal when
there’s no way you could possibly do this in america and this is an ethical
concerns related to a position and journalist who actually you know from
the perspectives of Medicine in the media is quite well regarded by both of
those professions you know unlike some people though the incomparable dr. oz of
course you know the British Medical Journal two years ago found this was
found this interesting they looked at the claims made on the dr. Oz Show and
they found that only 46% of them was there evidence and the evidence case
report or higher level of evidence to support those claims and that’s what
makes it so hard because that’s a clean slate for every excellent health or
medical story and there are plenty of those don’t get me wrong there’s a
dubious 12 matches you can’t be a doctor oz no was at a health clinic in the fall getting my flu shot is in the waiting
room dr. Oz’s on the on the TV in the waiting room all the
patients in the waiting room we’re watching with bated breath I remember
thinking at the time that if I stayed in the waiting room at a Long Goodbye have
convinced me not to get back in it at all but regardless I think we’ve all
been there all of us perhaps but a lot of us have been there where patients
come to us talking about things something they’ve seen on television and
something they’ve read and I think that’s good I think that is a great
thing when that happens we want the public were on our patients to be
well-informed but the problem is we also experienced the ramifications of bad
medical journalism as well we talked about the media’s coverage of Medicine
we’ve even talked a little bit about how it could potentially change our
perceptions of the field but does it really really change the public’s
perception of the medical profession take the example of infectious disease
is the media coverage of infectious disease like anthrax SARS avian
influenza according to this 2008 study in Canada actually makes those diseases
sounds like more of a threat than they really are in addition to that media
coverage and therein and its impact on public perceptions extends to mental
illness as well and not surprisingly that it’s been shown that the media’s
coverage of mental illness is so powerful that it can override people’s
own personal experiences with mental illness and how they view people
wouldn’t on this doesn’t help when you have newspapers like the Toronto Sun
publishing stories with headlines like terror
mentally ill yeah this is obviously a screenshot from my Google search for the
article because it has since been removed wanna somewhat site regardless it’s
taking advantage of emotions and Sierra and the public and contrary to what the
headline suggests those with mental illness are actually two and a half
times more likely to be the victims of violence rather than the other way
around I don’t think we can really talk about how how the media’s coverage of
Medicine change behavior without mentioning the Katie Couric effect so to
speak the objective of this 2002 paper was to
look at the impact of a up the campaign by Katie Couric into the year 2000 the
use of colon cancer screenings at some of you might remember Katie Couric with
NBC News at the time her husband Jay Monahan died at a young age he died at
42 from colon cancer in two years later Katie Couric underwent an on-air
colonoscopy on the Today Show and if you can see I’m 00 is the colonoscopy you
can see that there was a statistically significant increase and so month our
time on the x-axis number of procedures per physician per month in this was done
at multiple sites throughout the country with actually thousands of
Gastroenterology and you can see that there was an average statistically
significant average include increasing the number of these months after 90
compared to the twenty months before and it stayed up so so I think so i think thats a great
great point so I think that you know as long as the coffees are done correctly
done an appropriate time screening intervals you know not just like every
year for example because that wouldn’t be recommended by the guidelines but as
long as they’re done it appropriate time intervals then I think this is a great
example of how the media can actually positively impact public health colon
cancer screening historically is an area that needs further improvement people
don’t know about it especially middle aged women tend to be less informed just
epidemiologic studies that they too need colon cancer screening at the third most
common cancer and and women just as it is and yeah it is a great ass and a lot of time
today talking about problems in the media and how the mass media and
opposition journalist cover that but the reality is there are some great examples
of excellent medical journalism and that sort of brings us to the question is is
there a role for clinicians in the media I would say yes though as physicians or
really anyone involved in the medical profession position farmer says psychologist anyone
who works with patients we have the opportunity to not only change people’s
lives on a day-to-day basis but also on a much broader scale to change whole
story isn’t an entire narratives take the hiv/aids epidemic story as an
example another example of how media can impact public health when the AIDS
epidemic broke in the nineteen eighties the medial is enormously impact on
reducing the rate of new infections per year and actually that benefit has
decreased over the last twenty years just as media and medicine have focused
their efforts elsewhere in the third world just imagine what position
involvement could do if we sort of renewed this efforts to reduce the rate
of new infections are you still in the still on the order of tens of thousands
of Americans diagnosed with HIV every year which is you know at this point
almost entirely preventable disease position Obama in the media can clarify
information during epidemics so most recently right virus physician
involvement in the media can help counterbalance some of those more
sensationalistic headlines and help keep the public informed and I talked a
little bit about risk calculations earlier those in the medical profession
you know a lot of us are trained and biostatistics and have a have a deep
understanding of risk assessment evaluation of association and bias
against the neck and also if we’re involved in the media to help
educate you might be thinking well I’m pretty busy they have time to somehow be
involved in the media and that’s okay but if if you are there actually
opportunities everywhere just quick searches you can find media grants
opportunities to be involved with local newspapers wrote a newspaper column I
was in medical school local TV news as well local television
actually reaches a hundred and sixty five million americans regularly so
that’s a great opportunity great outlets for reaching the public want to spend
the final 10 to 15 minutes telling you a little bit about what I’ve done in the
realm of of Medicine and the media and in sort of intersecting those and I
don’t mean to suggest at all that anything I’ve done as in some sort of
Pulitzer Prize where they example of a great journalism because it’s an area
that I continue to learn about everyday first as tests mentioned earlier right
for college hockey news websites of all things something that I started long
before I went to medical school and just sort of continued and i actually now
write a lot of medical stories related to the hockey is a recently I’m actually
last month about a University of Denver men’s ice hockey assistant coach who
actually was diagnosed with hypertrophic cardiomyopathy and that ended his career about a decade ago jim wright the day
before he was set to be drafted by the National Hockey another one earlier this
year commentary just on the dangers continued
head trauma in the sport and i really AM excited to tell you
about is is this program radio rounds and I thought a lot about why I wanted
to start this program in the first place and as I said it reflected on this some
of you might remember this is his last year this this story went viral as they
say romantic photo shows doctor grieving after losing patience an empty
technician took this photograph of an emergency room physician who was sort of
having a moment alone grieving outside a hospital since the photo zoomed up right
after a nineteen year old patient and the emergency and this this is a
national story was covered on a lot of news outlets and I remember thinking at
the time know why why is this story really out
there so much why why do people really like is this resonate with so many
people and I think as I reflected on that a lot of what we see in the media’s
coverage of medicine is is not positive it’s it’s negative two moderates I would
say okay so we don’t necessarily hear about the day-to-day experiences we have
a patient’s those transformative wonderful connections we make oftentimes
what the media will like to cover other bad things but the disease outbreaks the
position who who did something wrong something along those lines and this was
a moment of humanism true humanity and and I think was a surprise to a lot of
people to be honest positions might still be just to a lot of people looked
at as as members of that ivory tower that I thought about when I was in
medical school I think a lot of people who are in medical school nowadays have
this experience where we’re older physicians will have said well it’s not
like it used to be medicine has changed a lot maybe I
wouldn’t do it as often as they went maybe I would do it again if I could go
back in time I think I remember hearing that from some older physicians not
everybody everyone obviously but heard from some
so a couple of my classmates in medical school and I sounded this program called
told Radio rounds and we found it as a non-profit company when we are so what
the end of our first year of medical school all we wanted to do with showcase
to the medical profession from the inside out but also to the public how
great the profession is to show that there’s there’s an art behind the
science of medicine and there’s a huge humanism and different perspectives that
are sort of around every corner you started this as a thirty minute program
that aired on radio station in southwest Ohio and it’s growing it now era national weekly podcasts and I one
point we’re also hearing on npr we’ve had we’ve been fortunate enough to have
tons of traffic gas Don Berwick from the Centers for Medicare and Medicaid he
also founded the Institute for Healthcare Improvement Samuel sham on the show he wrote iconic
noble house of God which is considered a classic in the medical literature about
his experience during residency and we had Patch Adams on as well the real Patch Adams not robin williams
and patch was was was a terrific guest on the show and actually this is a quick
anecdote when when the interview ended in the show was over he was still on on
air and can I was a fourth-year medical student at the time when this this
episode aired and like I said the interview ended and patch medical students would you mind
coming speak to our medical school graduation he said well i speaking he is
$20,000 about $5,000 and so he said yes and actually came and spoke to our class
for graduation he’s a great guy terrible bargaining
however so let me let’s let’s actually just if you plan the value of these
moments and interacting with people is just one of the reasons why people go
into medical school but it’s it’s abstract and that point and you’ve made
a very concrete and your your career I’m wondering asked her all these years
taking care of other people clowning as you mentioned all over the
world specific interactions now when you look back on these forty-plus years that
specific moments of interactions that you had that stand out to you why I
can’t think of one of the best and now when you more people than you love life
lost and now harper I have used the moment you know I’m in love with
seasoned them at first kiss him and the birth of your children then I’m all of
those things and Grand Canyon the redwood trees and there are billions of
moment you might be a ten thousand deaths around I don’t distinguish one
different from the other see that your humanity you’re carrying your Kinect
gained some weight relieve suffering you know it doesn’t get another moment of
relieving suffering Hall High Line and the love of mine is
living the high life that you live that sustained high the privilege it is to be
alive to work for peace and justice and care for all people and too much in that
when you suddenly stop and listen to leave the wind blows ugh dreams I mean
all but corny stuff but the share that because I think we
should all have that look if we could we as an organization arrayed around we’ve
done a lot of projects to promote global health workers well we’ve presented at
national meetings actually promote radio rounds as an avenue for medical
education also and this is really just a testament to the staff that we have now throughout the country producers and
radio hosts we actually thinks we should an episode on the medical response to
the Boston Marathon bombing and in 2014 wanna the best student journalist award
as a result at the New York Festivals international radio program awards this
is a couple pictures as may actually a long time ago that’s me on the left and
my co-host Luxman Swamy on the right you’ll notice that we’re wearing shirts
ties and white coats even though we’re on the radio not entirely clear why we did that
another picture of us here as well as I mentioned we presented at national
meetings we actually went to the American Medical Students Association
meeting in Chicago a few years ago and I’m convinced the keynote speaker Rep congresswoman from the Chicago area to
cancel her presentation entirely and instead do a live talk show based
presentation on stage instead there was a lot of fun and that’s the three of us
doing that with her we showcase a lot of examples of humanism in medicine so it’s
not a technical show we care interviews with with physicians
researchers patients who had left interesting and different perspectives
on medicine this was an episode with world renowned opera singer actually
who’s had a double lung transplant and her story about surviving that we did an
episode recently with some of you might know Jason person is in the Department
of Medicine here at the University of Colorado actually works as a Nocturne us
over the hospital and then he also has a secret life so just like me i’m a
journalist but he’s a storm chaser like you know those people you see I’m
like Discovery Channel so he actually during one of his storm chasing exploits
in 2011 actually arrived at Joplin Missouri in May of that year right as
the what ended up in the deadliest tornado in the USA since 1947 too busy hospitals right as he arrived
and actually stayed in those hospitals for 36 consecutive hours taking care of
those patients and we talked to him about that experience and those are the
pictures that he took it away and then lastly we’ve done a lot of work with
about we’ve done a lot of work on the medical response to disasters so we
thought as a as a staff that was an area that warranted better and more honest
coverage from the inside out like I said so we’ve covered the Boston Marathon
bombing the medical response to the earthquake said I mention and then on
the 10 year anniversary of 911 we spoke to physicians are actually at Ground
Zero on that day and I’d like to share with you guys a clip from that episode
as well and also comes back to the fact that no matter where you were during
that time it’s something we’ll never forget and everyone is he really wanted
and had a unique experience that will never forget you know I had friends said
worked in wall street and had witnessed people jumping from buildings and you
know I had people that were supposed to work in that building that day and we
get together and share their story and one was no more intense than the other
they were just completely unique to where you were at the time you mention
that when you arrived at Ground Zero there was the announcement that the air
is clean the area’s clan have you read about or heard about the health effects
of the responders on that day I know a lot of research has been done in new
york city about medical providers and certainly the firefighters and police
department officials who in there as far as asthma and lung conditions and said
they would have a lot of unfortunate medical circumstances from it may take a
lot of people didn’t get optimal care until it was
really identified that there were certain hazards from being down there
but I just felt at one point the smoke was so strong that I knew it wasn’t a
healthy place to be it was like hell it was hot and what’s not OK with actually
it was muddy it was no new york that I had ever known no city a diverse team and for someone
to make that announcement it just it it wasn’t reassuring like ok I don’t need
this man you know I made sure that I tried to find a masker cover but I
definitely found a place thanks to allow me to share that with you when I think
about my experience working with radio rounds I I always say that it’s the most
valuable sewn on patient care experience I’ve had in my life just because of all
the amazing people I’ve gotten to speak speak with and also work with on the
show it’s an extremely valuable experience I always say that I have the
perfect face for radio but in all seriousness I think I hope that what
we’ve done is showcased some some terrific stories showing like I said the
art behind the science of medicine and so that brings me back to what I started
off talking about the medicine is a social science at the end of the day we
know our day jobs my day job as a physician but a lot of us in the medical
profession are a lot more than just that day job on paper you know where writers
and thinkers and speakers and artists and world travelers we have the time as
well but in addition to that we can do a lot of good and so there’s a room in the
media forced to use those talented I mention 44 good and warning the public
about medicine and science and that affect you know we all have a
responsibility as a profession where physicians are not to make sure that the
public as well informed as possible and to that effect each user own strength because only some of us may be just a
few of us will you know go on the radio right a newspaper column or live
television report from Nepal right but but we all have individual skills as
well and it’s on an individual level so when a physician is when do you know any
of you her positions if you’re in the room with a patient and you’re
describing for example the risks and benefits of a new medication or the
results of a new clinical trial just as an example you’re the reporter reporting
live breaking news directly to the consumer and so that at the end of the
day the onus is really just on the mass media it’s on all of us as medical
professionals as researchers as an academic institution to make sure that
the information being reported on by anyone anywhere as a hundred percent
accurate as we all live together figuratively in that glass house that I
talked about earlier and at the end of the day that makes the medical
profession a pretty exciting 24 hour news channel that everyone’s watching
thank you very much thank you so much not only for being here before the work
that you’ve done with Radiolab I think that’s just ran so I’m sorry what I was
thinking about radio left now I just think it’s just terrific what you’ve
been able to do so congratulations dare and if people can stay for a few minutes
if you can stay for a few minutes we’ll open it up for questions and comments so
Nancy Snyderman former medical correspondent for NBC News she got
involved in the in the above the story and then when her cameraman was exposed
she did not observe the 21 day quarantine and lost her job which seems
appropriate what did you think of them so so yeah I
think I think nancy center is one of those correspondents I briefly showed
showed earlier in the slide yeah I mean again I think in that situation that’s
just you know it doesn’t really matter she was the lead anchor or or just
someone else exposed but you know there was a
protocol to be followed in that setting for the good of Public Health especially
in that dangerous time period and we didn’t know what the risk of exposure
was for certain people how exactly to contain the virus and so forth and so
yeah I mean it makes sense that she was let go as a result of that but there’s a
traditional chapters all of this and that’s the role of positions as
responsible educators and I think that you know we’re here we’re viewed if you
don’t know the answer let your ego take a very didn’t say you don’t know that formulate something that major to be a
bit later on National Academy of Sciences Institute
of Medicine costly reminding us of the responsibility we have to help educate
the public about the significance of research at a reason people do research
and I was a kid here and I’ll tell us your program for February issue our
fellows actually wound up in a career in academic medicine but I think it’s
really important to understand even as they go into practice why people do research and there really
are some good size of that show horse like I think you really have to be
accurate as accurate as you can and for heaven’s sakes let your ego to take your
word absolutely i mean the public listening
to a researcher describe a new clinical trial I met a medical professional on TV
on the Radio that a lot of the public is sort of hanging on every word and you’re
right if you say something on the radio and on TV that is that suggests
something that isn’t true in getting a lot of trouble on it’s actually
something I learned a lot about doing live radio so to the point where we have
four thirty minute episode probably six seven hours of pre-production to prepare
for that episode staff meetings and so forth to go over talking points etc
because I don’t want to say something incorrect and we were actually
especially attuned to that when we are medical students because you know
obviously we weren’t positions yet we were talking about medical issues not
why we stayed away from overly scientific I’ve had the chance to have a fair
amount of coverage of work we’ve done and one I did a 20 minute interview for
Colorado Public Radio I’ve been amazed at how many people came up to me in the
years after you do this so you know it really does work the biggest concern I have pretty good
with print media’s is is it accurate and I’m impressed with how reporters send
you their copy even though it’s sort of a treasured thing they will say is there
anything wrong with what I grit and then I am pleased that they do that political forces that means go back to
the HIV epidemic in there the examples of how the conservative political forces
really look upon this as something was going to wipe out a population was so
you know he was in the lighthouse she’ll have to survey two forces in the
congress want to control certain types of research because they have some
feeling about the outcome true absolutely a couple things actually
I have like five things but I’ll try to be brief real quick aside someone actually I just
saw a copy of this is updating the land toasts at all article on CPR so it’ll be
interesting to see what you know now that we aren’t so far from the original
article what it looks like now sell one of things step at a number of years ago
was not involved in a project on medicine in media and one of the things
that surprised me about the symbiosis because they’re very very much is a
symbiotic relationship is it that publications such as The New
England Journal of Medicine had made a practice of inviting the media before an
issue was published she announced certain things and don’t want it
publicized and I i guess it shouldn’t have surprised me but it’s certainly
called again into a kind of a different perspective on how medicine in
scientific research uses the media as well absolutely so so medical journals once
so the target audience for medical journals used to be positions only and academic researchers
now there’s a big push over the last fifteen years especially to target those
journals to the public as well I don’t know how many people to be perfectly
honest and the lay public like you know go to the store looking for the latest
copy of the New England Journal of Medicine but the point is it’s all free the latest issues are all free on their
website so it’s accessible to anyone that’s all they want people to read
their story as opposed to you know the story from the Landsat of the British
Medical Journal and so that’s why there’s a lot more actually humanistic
story is that have been incorporated of the last 10 years in those journals they
do a lot of art as well sort of trying to promote themselves to a wide audience
so so that doesn’t surprise me just because you know they they want the
public to go read about them I think I think inviting the news media to cover
those stories and specifically for the public not really the medical profession
do you think I mean obviously I’m not going to argue that the the inclusion of
more you know she humanities and arts based information is a bad thing that’s
my bias but do you think it may dilute some of this scientific laxity things you know a publications
such as The New England Journal I don’t think so I think I think that if the
goal is for those journals to showcase medicine its complete form which i think
is the mission of those then you have to have to include arts as well as a big
heart you know as many of you know and talked about other talks in this or you
know that the hearts of a profound history related to the madison yeah I’m
not surprised so you know Gina Kolata is in New York Times New York Times science
reporter she has been she’s very big on cures for cancer but then she has things
that she doesn’t like and I just bring her up as you see bias on the part of
reporters saying I’m gonna push every cancer story I can and then I’m gonna whatever other issues that I’m not
dented I’m against I will also make my views known about that I think I think
any reporter whether their medical reporters or sports reporters covering
the current presidential election everyone has bias is no I think it’s up
to the editorial staff a lot of times to make sure that those biases don’t come
through in that setting but short of that yeah I think you see it all the time
that certain reporters both in the print and on TV or just just tend to talk
about the same thing over and over again you see that all the time and I think
it’s it’s hard but like I said I think a big bonuses on the networks and
editorial staff of those papers to make sure that that things are as well
balanced as possible thank you thank you for taking all this time with us thank you have a nice afternoon

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