Skip to content
  • About
  • Contact
  • Contribute
  • Book
  • Careers
  • Podcast
  • Recommended
  • Speaking
  • All
  • Physician
  • Practice
  • Policy
  • Finance
  • Conditions
  • .edu
  • Patient
  • Meds
  • Tech
  • Social
  • Video
    • All
    • Physician
    • Practice
    • Policy
    • Finance
    • Conditions
    • .edu
    • Patient
    • Meds
    • Tech
    • Social
    • Video
    • About
    • Contact
    • Contribute
    • Book
    • Careers
    • Podcast
    • Recommended
    • Speaking

Physician journalists also should put patients first

Kevin R. Campbell, MD
Physician
August 12, 2015
26 Shares
Share
Tweet
Share

shutterstock_260155397

As a physician journalist I find myself in a very fortunate and quite unique position: I am able to reach vast numbers of Americans on a daily basis and provide them with credible (and hopefully impactful) news on health and wellness. Medical journalism is similar to the practice of medicine in that 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 be something that will stimulate further conversation between viewers and their own private physicians. Statements must be clear, evidence-based and stories must be reported without bias.

I entered the world of medical journalism nearly five years ago. It is my job 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. In the last several years, we have seen numerous examples in the media in which medical journalists have behaved in ways that have not met these lofty expectations.  From Dr. Mehmet Oz and his overstated claims on herbal remedies to Dr. Sanjay Gupta and his heroic involvement in surgical cases while covering stories in Nepal and in Haiti, there are numerous examples from which we can all learn.

Dr. Oz ultimately testified before Congress concerning his choice of words when discussing non-proven therapies for weight loss and other common maladies. Dr. Gupta, a well-respected neurosurgeon and medical reporter, admits that when he is covering a story in a disaster area, he always is a “doctor first” and will respond to an emergency while reporting — even though ethics dictate that journalists should never be part of the story. 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 any medical journalist in order to ensure that patients are protected from misinformation and sensationalism on television as well as in the print media. I believe that 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 (as they are listed by the Society) 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 the data is reported, it is essential that the physician journalist place the findings in context — 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, by their very title 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 a physician journalist 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 health care politics, he or she must remain respectful to the opposition and remember that, even though we may not agree with others, all involved are human beings.

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 your 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.  Carefully determine the impact of your words–as a physician on television, you are given an elevated level of credibility.  Avoid the Dr. Oz example of sensationalization and over-blowing stories.  If medical journalists are conscientious and honest, they will not likely be required to testify before Congress as in the case of Dr. Oz.

What is the bottom line?

The practice of medicine is an honor and a privilege: Every person with the degree of medical doctor is very 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 a real 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, non-biased, and accurate information to the public when reporting.

Kevin R. Campbell is a cardiac electrophysiologist who blogs at his self-titled site, Dr. Kevin R. Campbell, MD. He is the author of Women and Cardiovascular Disease.

Image credit: Shutterstock.com

Prev

Slowly, slowly

August 11, 2015 Kevin 4
…
Next

Cerner beats Epic in the DoD sweepstakes. What does that mean for the rest of us?

August 12, 2015 Kevin 0
…

Tagged as: Mainstream media

Post navigation

< Previous Post
Slowly, slowly
Next Post >
Cerner beats Epic in the DoD sweepstakes. What does that mean for the rest of us?

More by Kevin R. Campbell, MD

  • Is there a PBM mafia?

    Kevin R. Campbell, MD
  • This South Pacific island will change how you think about health care

    Kevin R. Campbell, MD
  • How Twitter is a vital tool in medicine

    Kevin R. Campbell, MD

Related Posts

  • A physician’s addiction to social media

    Amanda Xi, MD
  • Are patients using social media to attack physicians?

    David R. Stukus, MD
  • Physician Suicide Awareness Day: Where are the patients? 

    Jennifer M. Sweeney
  • A medical student’s physician inspiration

    Uju Momah
  • Why this physician teaches first-year medical students 

    Mark Kelley, MD
  • Why a gap year will make this medical student a better physician

    Yoo Jung Kim, MD

More in Physician

  • The hidden gems of health care: Unlocking the potential of narrative medicine

    Dr. Najat Fadlallah
  • The dark side of immortality: What if we could live forever?

    Ketan Desai, MD, PhD
  • It’s time for C-suite to contract directly with physicians for part-time work

    Aaron Morgenstein, MD & Corinne Sundar Rao, MD
  • From rural communities to underserved populations: How telemedicine is bridging health care gaps

    Harvey Castro, MD, MBA
  • From solidarity to co-liberation: Understanding the journey towards ending oppression

    Maiysha Clairborne, MD
  • Finding peace through surrender: a personal exploration

    Dympna Weil, MD
  • Most Popular

  • Past Week

    • The real cause of America’s opioid crisis: Doctors are not to blame

      Richard A. Lawhern, PhD | Meds
    • Healing the damaged nurse-physician dynamic

      Angel J. Mena, MD and Ali Morin, MSN, RN | Policy
    • The struggle to fill emergency medicine residency spots: Exploring the factors behind the unfilled match

      Katrina Gipson, MD, MPH | Physician
    • Breaking the stigma: Addressing the struggles of physicians

      Jean Antonucci, MD | Physician
    • Beyond the disease: the power of empathy in health care

      Nana Dadzie Ghansah, MD | Physician
    • Deaths of despair: an urgent call for a collective response to the crisis in U.S. life expectancy

      Mohammed Umer Waris, MD | Policy
  • Past 6 Months

    • The hidden dangers of the Nebraska Heartbeat Act

      Meghan Sheehan, MD | Policy
    • The real cause of America’s opioid crisis: Doctors are not to blame

      Richard A. Lawhern, PhD | Meds
    • Nobody wants this job. Should physicians stick around?

      Katie Klingberg, MD | Physician
    • The fight for reproductive health: Why medication abortion matters

      Catherine Hennessey, MD | Physician
    • The vital importance of climate change education in medical schools

      Helen Kim, MD | Policy
    • Resetting the doctor-patient relationship: Navigating the challenges of modern primary care

      Jeffrey H. Millstein, MD | Physician
  • Recent Posts

    • Why it’s time to question medical traditions [PODCAST]

      The Podcast by KevinMD | Podcast
    • The hidden gems of health care: Unlocking the potential of narrative medicine

      Dr. Najat Fadlallah | Physician
    • The realities of immigrant health care served hot from America’s melting pot

      Stella Cho | Policy
    • The dark side of immortality: What if we could live forever?

      Ketan Desai, MD, PhD | Physician
    • Lazarus: the dead man brought back to life

      William Lynes, MD | Conditions
    • Revolutionizing COPD management with virtual care solutions [PODCAST]

      The Podcast by KevinMD | Podcast

Subscribe to KevinMD and never miss a story!

Get free updates delivered free to your inbox.


Find jobs at
Careers by KevinMD.com

Search thousands of physician, PA, NP, and CRNA jobs now.

Learn more

View 5 Comments >

Founded in 2004 by Kevin Pho, MD, KevinMD.com is the web’s leading platform where physicians, advanced practitioners, nurses, medical students, and patients share their insight and tell their stories.

Social

  • Like on Facebook
  • Follow on Twitter
  • Connect on Linkedin
  • Subscribe on Youtube
  • Instagram

CME Spotlights

From MedPage Today

Latest News

  • Doc Moms, Mind the Gap -- $3M Earning Difference by Sex
  • Clinical Note Writing App Powered by GPT-4 Set to Debut This Year
  • Helping Patients Get Fit -- One Walk at a Time
  • TB Cases Rebound to Near Pre-Pandemic Levels, CDC Data Show
  • Marginalized Groups May Benefit More From Decreasing Air Pollution

Meeting Coverage

  • Switch to IL-23 Blocker Yields Deep Responses in Recalcitrant Plaque Psoriasis
  • Biomarkers of Response With Enfortumab Vedotin in Advanced Urothelial Cancer
  • At-Home Topical Therapy for Molluscum Contagiosum Gets High Marks
  • Outlook for Itchy Prurigo Nodularis Continues to Improve With IL-31 Antagonist
  • AAAAI President Shares Highlights From the 2023 Meeting
  • Most Popular

  • Past Week

    • The real cause of America’s opioid crisis: Doctors are not to blame

      Richard A. Lawhern, PhD | Meds
    • Healing the damaged nurse-physician dynamic

      Angel J. Mena, MD and Ali Morin, MSN, RN | Policy
    • The struggle to fill emergency medicine residency spots: Exploring the factors behind the unfilled match

      Katrina Gipson, MD, MPH | Physician
    • Breaking the stigma: Addressing the struggles of physicians

      Jean Antonucci, MD | Physician
    • Beyond the disease: the power of empathy in health care

      Nana Dadzie Ghansah, MD | Physician
    • Deaths of despair: an urgent call for a collective response to the crisis in U.S. life expectancy

      Mohammed Umer Waris, MD | Policy
  • Past 6 Months

    • The hidden dangers of the Nebraska Heartbeat Act

      Meghan Sheehan, MD | Policy
    • The real cause of America’s opioid crisis: Doctors are not to blame

      Richard A. Lawhern, PhD | Meds
    • Nobody wants this job. Should physicians stick around?

      Katie Klingberg, MD | Physician
    • The fight for reproductive health: Why medication abortion matters

      Catherine Hennessey, MD | Physician
    • The vital importance of climate change education in medical schools

      Helen Kim, MD | Policy
    • Resetting the doctor-patient relationship: Navigating the challenges of modern primary care

      Jeffrey H. Millstein, MD | Physician
  • Recent Posts

    • Why it’s time to question medical traditions [PODCAST]

      The Podcast by KevinMD | Podcast
    • The hidden gems of health care: Unlocking the potential of narrative medicine

      Dr. Najat Fadlallah | Physician
    • The realities of immigrant health care served hot from America’s melting pot

      Stella Cho | Policy
    • The dark side of immortality: What if we could live forever?

      Ketan Desai, MD, PhD | Physician
    • Lazarus: the dead man brought back to life

      William Lynes, MD | Conditions
    • Revolutionizing COPD management with virtual care solutions [PODCAST]

      The Podcast by KevinMD | Podcast

MedPage Today Professional

An Everyday Health Property Medpage Today iMedicalApps
  • Terms of Use | Disclaimer
  • Privacy Policy
  • DMCA Policy
All Content © KevinMD, LLC
Site by Outthink Group

Physician journalists also should put patients first
5 comments

Comments are moderated before they are published. Please read the comment policy.

Loading Comments...