Tags: medical journalism | reporting | ethics

Physician Journalism: Making an Impact

Kevin R. Campbell, M.D. By Tuesday, 04 August 2015 04:12 PM EDT Current | Bio | Archive

As a physician journalist, I find myself fortunate to be able to reach vast numbers of Americans on a daily basis and provide them with credible (and hopefully impactful) news on health and wellness.

In medical journalism, as in medical practice, we must put the patient first. Just as physicians provide patients with information they need to better understand their disease state and treatment options in a clinical interaction, physician journalists must carefully choose their words when on camera or quoted in print.

In a clinical situation, there is time for questions and two-way interaction between doctor and patient. In contrast, medical reporting in broadcast media is a very different situation. There is no opportunity for patient interaction, and what is said must stimulate further conversation between viewers and their own private physicians.

Statements must be clear and evidence-based, and stories must be reported without bias.

I entered the world of medical journalism nearly five years ago. My job is to carefully dissect and interpret new studies and provide candid and accurate commentary.

It is essential that as a physician, I am able to communicate new research findings on new treatments or new health risks in a way that is non-biased and free from any external influence.

Moreover, it is vital that I am able to report stories in a way that does not sensationalize or overstate the effectiveness of any particular therapy.

As a physician, it is sometimes difficult to report on an emergency situation without responding to the emergency while reporting. For medical journalists, it can be difficult to decide exactly where the boundaries exist between the responsibilities of being a doctor and serving as a reporter.

The “Society of Professional Journalists” lists four major tenets in their code of ethics that I think must be upheld by all medical journalists to ensure that patients are protected from misinformation and sensationalism on television and in the print media.

Any physician who is contemplating entering the world of the media must be aware of these guidelines and think about how each can specifically apply to medical journalism. Below, I have listed each of these principles and shared my thoughts on how they may apply to each of us when serving as medical reporters.

1. Seek the Truth and Report
As physicians, it is our duty to carefully examine new findings and analyze studies in order to determine their scientific merit. It is important to understand exactly how researchers conducted their studies and arrived at conclusions prior to reporting on any new medical “breakthroughs.”

While it may be a great headline to report on a new “revolutionary” treatment, it is far better to temper excitement with the facts — while a new finding may be promising, it takes time to determine whether or not it will truly be a groundbreaking new therapy.

It is important that medical journalists describe the basics of any study to the audience — sample size, randomization, and design methods — in order to help viewers understand exactly what conclusions can be drawn for a particular bit of research.

Once data are reported, it is essential that the physician journalist place the findings in context — including how can the study be applied to patients and how might it impact lives.

2. Minimize Harm
Certainly, all physicians take an oath to “first do no harm” when caring for patients. This principle should also apply to physicians who are reporting the news.

It is essential to remember that physicians are given a certain level of elevated credibility. Physicians who are featured on television are provided an even higher level of credibility and believability.

When a physician with well-respected credentials speaks to a national television or radio audience, most viewers believe what is said and do not question the source. This requires physician journalists to carefully choose the words that they use to communicate complex ideas in order to leave no room for ambiguous interpretation.

Sensationalization can produce confusion and may result in patients running for treatments that are not proven to be safe and effective in randomized controlled clinical trials.

In addition, if a physician journalist is involved in debating policy or healthcare politics, he or she must remain respectful to the opposition.

3. Act Independently
Conflicts of interest can destroy credibility and can also lead to perceived professional misconduct. It is essential that the physician journalist is careful to avoid any outside influence when reporting on a new device or treatment.

Pharmaceutical and medical device companies can significantly influence the way in which data or breaking news stories may be reported.

In order to remain and perceived as unbiased reporters, physician journalists must carefully disclose any relationships with industry and ideally avoid accepting any payments or gifts from industry partners.

Avoid any form of “advertising” when reporting and always use trade names rather than brand names when appropriate. Always mention alternatives and competitive drugs or treatments when discussing a particular branded device or drug in order to provide the viewer with a more complete view of the story.

4. Be Accountable
A credible and successful physician journalist must accept responsibility for his or her words when reporting. We all must be willing to respond to challenges and criticism in a respectful, professional way.

Not all viewers will agree with your assessment of a particular story — and most certainly will not always agree with your position in a healthcare policy debate.

Be ready to defend your position with vigor but also be willing to admit if you have made a mistake or error in your reporting or in any conclusion that you may have drawn. Clarify your position when required and be very transparent with your sources of information when appropriate.

The practice of medicine is an honor and a privilege — every person with the degree of Medical Doctor is fortunate to be able to utilize a particular set of gifts and skills to help others. Providing care to patients and offering treatment and even cures for chronic disease is incredibly rewarding.

For me, as a physician journalist, it is equally as important to educate the public and improve awareness of diseases and their treatments. Television, radio and print media provide the opportunity for physicians to serve the pubic in an entirely different way.

By discussing medical advances and drawing attention to common symptoms and medical problems, physician journalists have the chance to make an impact on overall public health.
Just as the physician has a responsibility to provide their very best to the patient when involved in patient care, the physician journalist also has an enormous responsibility to provide credible, nonbiased, and accurate information to the public when reporting.

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As a physician journalist, I find myself fortunate to be able to reach vast numbers of Americans on a daily basis and provide them with credible news on health and wellness.
medical journalism, reporting, ethics
Tuesday, 04 August 2015 04:12 PM
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