Docstoc

Patient Education

Document Sample
Patient Education Powered By Docstoc
					Patient Education

From Primary Orality to
    Virtual Orality
Trends in Patient Education
1. How disease causes and treatments
   are communicated to individuals
2. Why certain methods evolved or
   were favored
3. What the future is likely to look like
                Early Medicine
                      400 A.D.
• As far back as
  Hippocrates medical
  care was reserved for
  the wealthy and the
  royal families.
• Physician consultation
  was by correspondence.
  Only literate upper class
  men had access.
                Ong’s Orality
• Most patient education was face-to-face, in the
  oral tradition described by Walter Ong.

       Sender       Utterings      Receiver

  Information      Utterings       Understanding
Ties Between Theater and Medicine
                       1500s

• Common people got
  their health
  information from the
  stage, which served as
  the mass media of the
  times.
Ties Between Theater and Medicine
                      1600s
 • Religious Reformation --
   Theater was outlawed
 • Stage physicians became
   medicine show
   performers
 • Hired clowns, mimes
   and acrobats to draw in
   crowds
           Health in a bottle

• Medicine show
  “doctors” began to
  make and sell their
  own medicines
• Drug companies and
  print (flyer)
  advertising started
  with the medicine
  show in Europe
 The medicine show in America
                        1700s
• Why it was a perfect venue
   – Anti-British sentiments, all
     doctors in America were
     European
   – 2.5 million people, 400
     physicians, no medical
     schools
   – Geographical constraints
   – Illiteracy
   – Few sources of entertainment
  How did we make it our own?
                      1800s
• Different herbs and
  traditions
• Mystique of the
  Native Americans
• Change of actors and
  material from British
  theater to Americana
     Medicine Show Spin-offs
• Wild West Shows
  – Miss Annie Oakley
  – Buffalo Bill Cody
  – Wild Bill Hickock
• Circus
  – P.T. Barnum
• Proprietary Museums;
  stationary medicine
  shows
    Entertainment as Medicine or
     Medicine as Entertainment?
     Many famous actors and musicians came from the
                 medicine show circuit


–   Bob Hope          –Hank Williams
–   Jack Benny        –Red Skelton
–   Mickey Rooney     –Roy Acuff
–   Cesar Romera      –Harry Houdini
–   Carmen Miranda    –George Burns
–   Jimmy Durante     –Buster Keaton
–   Milton Berle      –Gracie Allen
–   Minnie Pearl      –Lester Flatt
  Health in a book
       1880-1920

• New schools taught
  reading using Bible
• Health seen as
  controllable by good
  or moral living
• “Safe Counsel or
  Practical Eugenics”
  sells over 1 million
  copies
“Golden Age” of the Physician
         1920-1960
           • Scientific breakthroughs
           • High physician esteem
           • As medicine became more
             effective it became more
             expensive
           • Medicine as a luxury good
           • Patients paid their own
             way
           • Medical consumerism
Education by advertisement: “Every
       man his own doctor”
           1940-present
       Where are we now?
                21st Century
• Medical care and pharmaceuticals
  increasing in complexity
• Direct to consumer drug marketing
• Steadily decreasing health literacy rates
   – 49% of people have Functional Health
     Literacy (FHL) in the illiterate or marginally
     literate range
       Critical needs not addressed
• Most vulnerable
  populations least able
  to understand medical
  information
   –   Immigrants/Minorities
   –   Poor/Homeless
   –   Elderly
   –   Those in rural areas
                What’s the plan?
   Is eMedicine the most effective means of reaching the
greatest number of people? Private highway or public road?

•Email advice
•Online Rx
•Appointment scheduling
•Lab results
•Research/education
  Is entertainment the answer?
  Is television today’s “virtual” orality?

• Entertainment as medicine
   –76% of study population
   took medical advice from the
   television
   –40% choose TV as primary
   source; 36% chose physician
• Advertisements as
diagnostic tool
   –Do you suffer from heartburn
   more than x times a week?
What does the past mean for the future?

   Patient education that is:
   • Entertaining
   • Personalized (medical information)
   • Patient driven
   • Free from
      –   Reliance on literacy
      –   Speaker privileged communication
      –   Drug advertising
      –   Bias
      –   Delivery for patient

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:2
posted:9/16/2012
language:Unknown
pages:19