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Getting the Message Right

Join us in this interactive workshop to discuss experiences with guidelines and media coverage, tips on marketing guidelines to the media, and how to effectively convey the message. Learn from past experiences of guideline developers, including successful strategies and challenges faced. Gain insights on best practices from organizations like ASCO and IDSA. The session will also cover case studies on the impact of media coverage on healthcare guidelines.

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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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