Honors Writing about Health and Medicine

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Anatomy of a Sample Campaign



Look through the explanation and examples of the Choosing Wisely Employer Toolkit developed by the National Business Coalition on Health. Pay most attention to the materials for employers and employees, including the downloadable toolkit itself. In your response, first a) map or otherwise take an inventory of the various media and texts that this more specific campaign has developed, and then b) assess a couple of sample texts based on the “Ten Tips for Health Marketing and Communication Practitioners” on the CDC health literacy handout I have you in class.



  1. sarahmhudak says:

    a) The National Business Coalition on Health has provided various assets for both employers and employees to take part in the Choosing Wisely campaign. I like that the NBCH has made the campaign more user friendly by providing “toolkits” for implementing the campaign’s proposed strategies. There are two separate links that are specifically geared towards employers and employees.

    The employer resource page has a large document that provides information and resources for both the employer and the employee. They have even provided a sample timeline and calendar so that organization, which is an important component of the campaign, is made simple and easily accessible. The toolkit is 26 pages long, but it is broken up with headings, subheadings, bullet-ed points, and graphics to make understanding the information an easier process. There are also an immense amount of links which are definitely needed to make the campaign successful in the employer’s company. Having them all in one document and organized within it makes it easier to find later.

    The employee resource page is pretty similar. It provides some articles for employees to read in order to stay on top of the campaign; there is also a link to download the materials that the employer would be giving them. It includes the articles linked on the original page and a presentation that the employer would give them in order to make them understand the procedures better. Having all of this information in one place for the employees can make them feel like they’re taking a more active role in the campaign.


    To me, the two most important sample texts provided on the consumer reports resources page are about doctor-patient relationships and tips for a patient to communicate with their healthcare provider.

    In the first PDF, the author clearly understood their audience because the page relates information about doctor-patient relationships in a clear and simple way. The use of different subheadings, colors, and format allows the reader to know what is the most important information and what it is connected to. From reading this, it is evident that this piece is intended for patients who want to learn the importance of properly communicating with their doctor. The piece fits a lot of information into a little over a page of text, but the casual style keeps it from being overwhelming.

    In the second PDF, the author uses the same type of structure to convey complicated information quickly to a typical patient. One thing that I would change about this piece, however, is to have made the structure more like a checklist or a numbered list, since the author is listing tips about communicating with a doctor.

    One thing both articles lack is an opportunity to learn more. While both piece mention the Choosing Wisely campaign, there should still be a resources section at the end of the article or a website reinforced at the end, so that readers will more readily seek more information and can do so in an easy way.

  2. erahmes says:

    -long articles
    -short articles
    **these can be PDF or word document format
    – powerpoint slides
    – tip sheets
    – short videos
    -video series
    – webpage
    -links to resources
    **all these are divided into employees or employers resources

  3. hgmohan says:

    The employer toolkit essentially breaks down the Choosing Wisely campaign and gears it towards the employer specifically. In other words, it details why the employer should care about the campaign and what they should do to implement it. This concept is similar for the employee campaign: in addition of a toolkit, employees also get multiple articles which help explain different aspects of the campaign.

    The Toolkit article about preventive medicine does a great job concisely explaining what preventive medicine is, and encouraging people to take it seriously. It uses informal language, no medical jargon (except “diagnosis”), and is short enough that the average person will give it their full attention. The article also targets a wide audience by relating preventive medicine to being young, as well as being older.

  4. igoldfarb says:

    A) The downloadable toolkit for employees has 26 pages of resources, ideas, graphs, charts and powerpoints that employees can use in the workplace. It has reports on different classes of drugs and the most efficient ones. Reports on different tests and procedures and when they are necessary. It has a large amount of talking points to start discussions with your co-workers on a large array of topics. It also has links to videos, other websites and a large amount of statistics.

    B) Of the Ten Tips for Health Marketing and Communication Practitioners I think I agree the most with health literacy is a two way street, and keep it simple. These statements are very important when dealing with anything in life. Nothing is just one person’s work; most things in life are about two people giving and taking and working on each others strengths and weaknesses. This goes hand in hand with the second tip of keeping it simple. Nobody wants to deal with an issue that is overly complicated and the simpler something is the easier it is for everyone to understand. If a doctor presents a patient with a treatment plan but explains it in a very complicated manner than there is no way the patient will fully understand what is going on with their own healthcare. They won’t be able to help aid the flow of the two way street and that will only lead to the problems associated with health care and the ridiculous costs that patients are left to deal with.

  5. kprashad says:

    a) The text has short articles and long articles with different information. There are numerous links to other sites that have other information and they can be in PDF form and PowerPoint slides. There are some videos that have useful information; also, there is a calendar and a video series.
    b) The text assesses how a medical writer should inform their patients properly. It gives the main point and then elaborates it more in depth. I like that the tips highly emphasis that a medical writer should try to establish a good relationship with their doctor. It also mentions that the doctor should try to understand their patients better. The list provides some good reasons why a medical practitioner should take the extra step and accomplish this task and be even closer to their patient.

  6. tamarabwi32 says:

    a) These tool kits utilize articles (helpfully given long or short categories), lists, calendars, videos, tip sheets and a plethora of other media to allow employers and employees to become educated and spread the word about the choosing wisely campaign. The most useful part of the tool kit is the fact that it is a tool kit, neatly organized into sections and with listed purposes to maximize its effectiveness. This is key for employers who stumble on this campaign and have no clue as to what they should do to keep their employees informed.

    b) The ten tips article covers a lot of ground in its discussion on health literacy. I really found the tips of including other resources for additional learning and put it on your agenda to be the most enlightening. The former encourages readers to find reliable and current sources from which to educate and keep themselves up to date with health issues. Reliable sources will help reduce WebMD fanaticism and focus patient knowledge on subjects concerning their health. Put it on your agenda is just a reminder to make time for the goals set out in increasing health literacy, but distinguishing it as a tip makes the need to focus on health literacy all the more persuasive and action-based.

  7. apectol91 says:

    A. The toolkit is both promoting awareness as well as proactivity. Providing employers/employees with multiple resources in various forms (videos, tip sheets, charts/graphs, ideas in general) to use at their disposal. Presenting the information in such an organized manner allows the employer to take it upon themselves to interpret the information how they want and allow for the information to be easily adaptable to whatever setting they intend to use the information.

    B. The preventative medicine article is easy to read and understand, especially for a lay audience which it is targeted to. I find this to be especially important because the more jargon and technical language/information within an article, the less likely your average Joe is going to keep his interest in that article. By paying attention to the small detail of diction, this article is a success at informing the audience on preventative medicine. The piece which gave tips for communication with your healthcare provider seemed to also be very useful and reader friendly. A big part of this campaign is about having effective communication with your provider so that you may “choose wisely”, and this article gives ways in which to do this in a very clear cut manner.

  8. kgardner1130 says:

    a) The toolkit includes both long and short articles, powerpoints, tip sheets, and videos. It also gives a timeline to help plan the campaign. It also has links to the consumer reports tips sheets and additional resources.

    b) The first article I read from the toolkit, “More equals better? Not when it comes to your health” discusses how more healthcare does not correlate with better health and longer lives. The article is audience driven and centered on the patient. It also keeps the information simple and concise but offers links to additional resources for interested consumers.

    The second article, “Getting the right preventive care: resources from Consumer Reports”, stresses taking a proactive role in preventive medicine and recommends getting routine check-ups especially in at risk individuals. This article is also audience driven and even breaks down what measures should be taken at various ages. It involves the audience by explaining that most preventive tests are covered by insurance, motivating the audience to take advantage of this. This article is also simple to understand with links to more in-depth information.

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