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Healthy Skepticism Library item: 19056

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

Woloshin S, Schwartz LM.
How can we help people make sense of medical data?
Eff Clin Pract 1999; 2:(4):176-83
http://www.acponline.org/clinical_information/journals_publications/ecp/julaug99/schwartz.htm


Abstract:

CONTEXT: Information is a basic prerequisite to informed medical decision making. GENERAL QUESTION: How can we help people interpret the quantitative data they need to make informed decisions? SPECIFIC RESEARCH CHALLENGE: To develop and evaluate interventions that will help people make sense of the quantitative data relevant to their health care decisions. STANDARD APPROACH: Traditional patient education interventions focus on providing disease-specific information (e.g., educational brochures about a single disease). POTENTIAL DIFFICULTIES: Interventions that focus on content—the provision of facts—may not be sufficient help for people facing medical decisions. Training that prepares people to make sense of the facts that they are given may be necessary. ALTERNATE APPROACH: We propose developing a generic (i.e., not disease-specific) tutorial to prepare people to better understand and more critically evaluate data on disease risk and the benefits and harms of treatment. This tutorial aims to improve critical reading skills by teaching people about risk (e.g., probability and rates) and showing them what to look for in statements about risk (e.g., time frame), how to put disease risk and treatment benefit in context (e.g., evaluating competing risks), how to interpret changes in risk, and whether to believe the statements about changes in risk.

Keywords:
Communication Decision Making* Female Humans Information Services Informed Consent Intervention Studies Male Models, Educational Patient Education as Topic/methods* Patient Participation* Risk Assessment United States

 

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Cases of wilful misrepresentation are a rarity in medical advertising. For every advertisement in which nonexistent doctors are called on to testify or deliberately irrelevant references are bunched up in [fine print], you will find a hundred or more whose greatest offenses are unquestioning enthusiasm and the skill to communicate it.

The best defence the physician can muster against this kind of advertising is a healthy skepticism and a willingness, not always apparent in the past, to do his homework. He must cultivate a flair for spotting the logical loophole, the invalid clinical trial, the unreliable or meaningless testimonial, the unneeded improvement and the unlikely claim. Above all, he must develop greater resistance to the lure of the fashionable and the new.
- Pierre R. Garai (advertising executive) 1963