The New Marker of a Physician’s Skill: Educating Community Via Our Outreach Campaigns
Wendy B. Stern, MD Chair, Media and Public Relations Committee Secretary, BOG The history of medicine is highlighted by the pursuit of knowledge, dedication, and proficiency that marks the skills of the accomplished physician. Today, in the era of information, technology, and globalization, it is apparent that it is no longer sufficient for physicians to be reactive to the medical needs of their patients. We recognize the need for evidence-based medicine, practice guidelines, access to care, and preventative medicine. And community outreach, further extending knowledge and preventive care, is central to the success of modern medicine. Community outreach simply means providing services to a population that does not typically have access to, or knowledge of, those services. It requires us to go out and identify what the population needs and bring it to them. Doctors need to rethink what service means. Traditionally, we thought in literal terms. It now means more than setting up clinics or providing health services in rural, urban, or underserved areas. It means more than providing top specialty care. The services we must provide are now much broader and more inclusive. We must strive to educate our patients and ourselves so the patient and doctor are unified toward the same goals. We must educate our patients on health issues so they may be proactive in their healthcare. More effort needs to be spent on teaching patients the basics of what goes into a healthy lifestyle and understanding the elements of good medical care. Physicians are also looking at best practices and guidelines to improve outcomes. Patients need to understand access issues, whether it is simply navigating insurance options or seeking specialty care. More of us, patients and physicians alike, go to the Internet for information and guidance. We have a responsibility to make sure that information is accessible, accurate, and reliable. Our Academy understands the importance of community outreach. This month’s health observance is dedicated to Children’s (Kids) E.N.T. Health. As you read through the articles in this month’s Bulletin, I ask you to keep in mind the concept of community outreach. If you do, you will appreciate the wealth of information, efforts, and activities promoted by the Academy designed to accomplish this task. The article on Clinical Practice Guidelines (CPG) not only gives us a heads-up on the upcoming revision of the CPG on tympanostomy and tubes in children, but also offers insight to the development and importance of guidelines. Careful reviews and recommendations, such as those described in the article on post-tonsillectomy analgesia, demonstrate how the dissemination of information not only can enhance our patient’s experience and expectations, but may also save lives. This Bulletin introduces many learning opportunities. The Pediatric Webinars are one such exciting innovation that is already available on our website. Podcasts, such as the one on battery ingestion, are posted there, too. I invite you to spend an hour or so on the Academy’s recently updated website. As you surf through the myriad of information, keep community outreach in mind. After you log in and view the highlights of the homepage, go to the menu bar across the top of the page. There are a few areas that hold particular interest. Start by opening the Member page. Explore the Media Outreach section found at the bottom of the page. There you will find the Grassroots Media and Public Relations Handbook and monthly mini-campaigns. Each campaign features fact sheets and news template releases. You will find this month’s Kids E. N. T. Health featured here, too. The next option on the bar is the Practice and Advocacy section. There you will find many interesting subjects, but I direct you particularly to the Information on Quality and Safety and the Guidelines and Policy Statements and Clinical Indicators sections. Understanding and sharing these issues is central to good practice and good community outreach. Lastly, explore the Health Information link. The major areas of otolaryngologic care are presented. Under each title you will find information packaged in formats that are easily shared with your patients and the local media and available for your use. In the pediatric section you will find many items related to Kids E. N. T. Health, including the podcast on choking. It is important to recognize the role you play in bringing outreach to the community. The physician is familiar to the patient, trusted, and recognized as a valuable resource. Enjoy this month’s Bulletin and the Academy website; be creative and proactive with all the information available to you through our Academy and become a community outreach ambassador.
Wendy B. Stern, MD
Chair, Media and Public Relations Committee
Secretary, BOG
The history of medicine is highlighted by the pursuit of knowledge, dedication, and proficiency that marks the skills of the accomplished physician. Today, in the era of information, technology, and globalization, it is apparent that it is no longer sufficient for physicians to be reactive to the medical needs of their patients. We recognize the need for evidence-based medicine, practice guidelines, access to care, and preventative medicine. And community outreach, further extending knowledge and preventive care, is central to the success of modern medicine.
Community outreach simply means providing services to a population that does not typically have access to, or knowledge of, those services. It requires us to go out and identify what the population needs and bring it to them. Doctors need to rethink what service means. Traditionally, we thought in literal terms. It now means more than setting up clinics or providing health services in rural, urban, or underserved areas. It means more than providing top specialty care. The services we must provide are now much broader and more inclusive.
We must strive to educate our patients and ourselves so the patient and doctor are unified toward the same goals. We must educate our patients on health issues so they may be proactive in their healthcare. More effort needs to be spent on teaching patients the basics of what goes into a healthy lifestyle and understanding the elements of good medical care. Physicians are also looking at best practices and guidelines to improve outcomes. Patients need to understand access issues, whether it is simply navigating insurance options or seeking specialty care. More of us, patients and physicians alike, go to the Internet for information and guidance. We have a responsibility to make sure that information is accessible, accurate, and reliable.
Our Academy understands the importance of community outreach. This month’s health observance is dedicated to Children’s (Kids) E.N.T. Health. As you read through the articles in this month’s Bulletin, I ask you to keep in mind the concept of community outreach. If you do, you will appreciate the wealth of information, efforts, and activities promoted by the Academy designed to accomplish this task. The article on Clinical Practice Guidelines (CPG) not only gives us a heads-up on the upcoming revision of the CPG on tympanostomy and tubes in children, but also offers insight to the development and importance of guidelines. Careful reviews and recommendations, such as those described in the article on post-tonsillectomy analgesia, demonstrate how the dissemination of information not only can enhance our patient’s experience and expectations, but may also save lives. This Bulletin introduces many learning opportunities. The Pediatric Webinars are one such exciting innovation that is already available on our website. Podcasts, such as the one on battery ingestion, are posted there, too.
I invite you to spend an hour or so on the Academy’s recently updated website. As you surf through the myriad of information, keep community outreach in mind. After you log in and view the highlights of the homepage, go to the menu bar across the top of the page. There are a few areas that hold particular interest. Start by opening the Member page. Explore the Media Outreach section found at the bottom of the page. There you will find the Grassroots Media and Public Relations Handbook and monthly mini-campaigns. Each campaign features fact sheets and news template releases. You will find this month’s Kids E. N. T. Health featured here, too. The next option on the bar is the Practice and Advocacy section. There you will find many interesting subjects, but I direct you particularly to the Information on Quality and Safety and the Guidelines and Policy Statements and Clinical Indicators sections.
Understanding and sharing these issues is central to good practice and good community outreach. Lastly, explore the Health Information link. The major areas of otolaryngologic care are presented. Under each title you will find information packaged in formats that are easily shared with your patients and the local media and available for your use. In the pediatric section you will find many items related to Kids E. N. T. Health, including the podcast on choking.
It is important to recognize the role you play in bringing outreach to the community. The physician is familiar to the patient, trusted, and recognized as a valuable resource. Enjoy this month’s Bulletin and the Academy website; be creative and proactive with all the information available to you through our Academy and become a community outreach ambassador.