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Getting the Message Right

Getting the Message Right. Guidelines International Network North America Interest Group/ New York Academy of Medicine. EGAPPS Conference 2012 December 11, 2012. Sandra Zelman Lewis, PhD American College of Chest Physicians. Workshop Format.

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Getting the Message Right

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  1. Getting the Message Right Guidelines International Network North America Interest Group/ New York Academy of Medicine EGAPPS Conference 2012 December 11, 2012 Sandra Zelman Lewis, PhD American College of Chest Physicians

  2. Workshop Format • Sandy: Overview of experiences with guidelines and the media • Brief Q&A • Sharon and Shannon: How the press covers guidelines and increasing the likelihood of coverage, including how to avoid pitfalls • Brief Q& A • Everyone: Interactive Workshop: • Propose topics/ receive advice • How to market guidelines to the media • How to get the message right • Share experiences good and not-so-good

  3. Past Experiences • A non-random sample of guideline developers were solicited for experiences – good and not-so-good • Most reported only good experiences • We know they were not all good  • Let’s review them

  4. American Society of Clinical Oncology • Example of a good response: • PSA Testing 2012 • ASCO conducted one-on-one outreach with top-tier science and consumer health media • Distributed an embargoed news release to media 3 days ahead of publication • Resulting coverage in more than 400 online, print and broadcast news stories • Associated Press, Reuters, HealthDay, Boston Globe,The Atlantic, UPI, CBS News Radio, ABCNews.com and Medscape Medical News

  5. USPFTF • Example of a not-so-good experience: • Mammography guidelines 2010 • Controversy: No longer advising screening mammograms for women 40-49 without risks or symptoms • Mary Barton reviewed in the plenary session – just previous to this workshop

  6. Infectious Disease Society of America • Pneumonia (joint with ATS) 2005 • In 2011, the Lancet Infectious Diseases published a QI project at 4 hospitals highly critical of these guidelines. • The PR suggested following the guideline could increase mortality rates –generating some initial press coverage (Business Week’s website) but neither IDSA nor ATS had been contacted • Coordination between IDSA and ATS to ensure that their perspective was included in follow-up media coverage • Led to an article in PulmonaryCentral.com • Guideline authors said: flawed study design in QI project and overstatement of results • Guideline authors submitted letter to editor of Lancet ID • Unfortunately, there was very little follow-up press coverage

  7. Infectious Disease Society of America • Lesson learned: • Since 2011, regular practice to issue a PR when publishing new guidelines, which helps ensure that guideline information is disseminated more broadly and key messages included in coverage • MRSA January 2011 • Expected press coverage so wrote a press release and their PR firm pitched the story to various media outlets • WebMD, MedPage Today, Medscape, CBS Newspath (picked up by numerous local CBS affiliates), Healthday (picked up by US News & World Report, Businessweek, Newsday, iVillage, and Health.MSN.com), Ivanhoe Newswire, and UPI • Rhinositis • 55 articles reaching 5.3 million people • FOX News, The Los Angeles Times, Huffington Post, MSN Health, and the Wall Street Journal

  8. American College of Chest Physicians • Cough 2006: Most OTC tx ineffective, can be harmful to kids: M&M • Over 1,600 media placements spanning Internet, television, radio, and print – estimated reach nearly 130 million people • National shows such as “ABC World News Tonight” and CNN’s Headline News and Live Today and all 3 national network morning shows: NBC’s Today, ABC’s Good Morning America, and CBS’s The Early Show • 9 front page stories: USA Today, Chicago Tribune, Chicago Sun-Times, US News & World Report, The Post-Crescent,St. Paul Pioneer Press, Dallas Morning News, Los Angeles Daily News, and Salt Lake Tribune • Health section front page: Wall Street Journal, Washington Post,Baltimore Sun, Chicago Herald, Los Angeles Times, Myrtle Beach Sun News, and San Diego Union-Tribune • All 3 national weekly news magazines (Newsweek, Time and U.S. News & World Report) - ≧ 9 million

  9. American College of Chest Physicians • Cough 2006 • Media attention generated additional editorials & original articles • Pharma pushed back when interviewed • FDA investigated • Companies not listed with FDA must immediately cease manufacture & distribution of over 500 unapproved cough formulas (Jan 2011) • Those companies listed were granted a few months • All this was made possible by a carefully constructed press release and a hot topic

  10. American College of Chest Physicians • Antithrombotics (Thrombosis)7th edition - 2004 • Long-distance travel of 7 hours or more increases risk of VTE • Provided advance press release to media • Wide media coverage • No pushback from airline industry despite expectations • Today many airlines include information at the bottom of e-tickets and on their websites about movement and exercises during flight.

  11. American Academy of Pediatrics • ADHD- Updated 2011 • Expanded diagnosis and treatment from ages 6-12 to 4-18 • Correctly anticipated media would focus on 4-5 year olds • Prepared spokespersons to articulate benefits of early identification and initial behavioral interventions • Great coverage, including NBC Nightly News, USA Today, WSJ, Reuters Health, Chicago Tribune, LA Times, Boston Globe, NPR, etc

  12. American Academy of Neurology • Published 2 guideline updates with the American Headache Society on Episodic Migraine Prevention in Adults in 2012: • - Pharmacologic Treatment • - NSAIDs and Other Complementary Treatments • Held a press conference with the lead author, co-author, and lay person suffering with migraines • Press conference was recorded • Authors were trained in responding to questions from the press • Amazed at the response and uptake • Pleased with coverage, including over 1200 online publications, USA Today, US News and World Report, and the Huffington Post.

  13. Ensure Your Success • Prepare and send press releases • Well-constructed, succinct, and explicit • Ensure most controversial elements are properly framed • Target media contacts and outlets (lay and medical media) • Teamwork • Level of discussion between the PR and guidelines staff and lead panelists • Identify the points that are important, could be controversial, and are “newsworthy” • Anticipate the controversies, identify speakers, prepare talking points, train speakers

  14. Questions? Sandra Zelman Lewis, PhD slewis@chestnet.org

  15. Evidence-based Medicine Spectrum Practice Experience • E-Decision Support • EMRs/e-reminders • Checklists pocketcards, etc Consensus Statements Clinical Decision Support Clinical Research • CME/non-CME • Simulation/VR • Other education Medical Education Evidence Review • PMs • PIMs • Other PI projects Quality Improvement • Evidence Synthesis • SRs • MAs • HTA Evidence-based Guidelines • Reimbursement • Facilities planning/ approvals Healthcare Policy

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