getting the message right guidelines international network north america interest group/ new york...
TRANSCRIPT
Getting the Message Right
Guidelines International NetworkNorth America Interest Group/
New York Academy of Medicine
Sandra Zelman Lewis, PhDAmerican College of Chest Physicians
EGAPPS Conference 2012December 11, 2012
Workshop Format
1. Sandy: Overview of experiences with guidelines and the media
2. Brief Q&A3. Sharon and Shannon: How the press covers
guidelines and increasing the likelihood of coverage, including how to avoid pitfalls
4. Brief Q& A5. 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
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
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
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
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
Infectious Disease Society of AmericaLesson 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
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 ≧
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
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.
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
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.
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
Questions?
Sandra Zelman Lewis, [email protected]
Clinical ResearchClinical Research
Evidence ReviewEvidence Review
Evidence Synthesis• SRs• MAs• HTA
Evidence Synthesis• SRs• MAs• HTA
Clinical Decision Support
Clinical Decision Support
Medical EducationMedical Education
Quality Improvement
Quality Improvement
Healthcare PolicyHealthcare Policy
• PMs• PIMs• Other PI projects
• PMs• PIMs• Other PI projects
• CME/non-CME• Simulation/VR • Other education
• CME/non-CME• Simulation/VR • Other education
Evidence-based Medicine Spectrum
Practice Experience
Practice Experience
• Reimbursement• Facilities planning/ approvals
• Reimbursement• Facilities planning/ approvals
Consensus Statements
Consensus Statements
• E-Decision Support• EMRs/e-reminders• Checklists pocketcards, etc
• E-Decision Support• EMRs/e-reminders• Checklists pocketcards, etc
Evidence-based Guidelines