on the value of evidence based learning
TRANSCRIPT
How to choose a doctor for diagnosis
On the value of evidence-based learning
Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com). Please inform Scott about errors and also make suggestions ([email protected]) Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.
Adapted from AdPrin.com
Suppose that you are feeling ill. You call for a doctor and are offered two choices:
• Dr. A: Graduate of Penn Medical School in 1990; has been practicing since then.
• Dr. B: Graduate of Penn Medical School in 2008; has been practicing since then.
Who would you choose to diagnose your illness and why?
Describe your answer.
What implication would your answer have for choosing an advertising agency?
Adapted from AdPrin.com
The more recent graduate would be expected to be better at diagnosis given recent exposure to evidence-based medicine.
Doctors engaged in practice are quite busy and have little time to keep up with research. In addition, many medical doctors are not able to understand the scientific evidence, and they often rely on non-experimental evidence.
Prior to 1940, doctors had little success in diagnosis of diseases. After 1940, there was increasing development of knowledge through experimentation and this was disseminated to doctors (Persuasive Advertising p 2).
For evidence-based principles on advertising, go to AdPrin.com
Adapted from AdPrin.com
Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application.
• For example, examine one of your eating habits and look for evidence on why you should or should not continue it.