By ALEX LICKERMAN, MD | PHYSICIAN | JANUARY 2, 2013
My heart began pounding as I listened to the sound of the dial tone in my ear. After three rings a woman answered groggily and uncertainly, “H-hello?”
“Mrs. Peterson?” I asked. My voice trembled slightly. It was 2 a.m., and I’d awakened her from what I imagined had been a troubled sleep.
“Yes?”
“This is Dr. Lickerman. I’m calling from the hospital.” I paused. “I’m calling about your husband.”
There was silence. Then a breathless, “Yes?”
“Mrs. Peterson, I’m the resident on call taking care of your husband. Your husband—your husband’s suffered a complication. You know the heart attack he came in for was very serious. A large part of his heart had stopped working. Well, Mrs. Peterson, I just don’t know how to say this to you but…your husband passed away tonight. We tried everything we could to save him but there was just too much damage to his heart. It just couldn’t keep pumping blood. I’m … so sorry. I don’t know how—I’m just really sorry. I wish I weren’t telling you this over the phone …”
A few more minutes of silence passed, and I realized she was crying. “I understand,” she said finally. “Thank you.” Then she asked, “What do I do now?”
Relief coursed through me. “There’s a hospital administrator on the line—”
“Hello,” the hospital administrator said gently.
“—he’s going to explain everything you need to do.” I paused. “Mrs. Peterson, I am just so sorry…”
“Thank you,” she said quietly. When I hung up I found my hands were literally shaking.
I was a first year resident, and this was the first time I’d ever had to tell a family member a loved one had died. It had happened in the middle of the night so I’d had no choice but to deliver the news over the phone. Not only that, but because I was covering for another resident and had only met Mr. Peterson (not his real name) that night after his heart had stopped and I’d been called to try to resuscitate him, his wife ended up hearing the news of his death from a total stranger. It was an experience I will never forget.
Doing it better
In the years since then, I’ve had to deliver that kind of news to families a score of times and bad news of a slightly lesser magnitude hundreds of times. In all honesty—and contrary to the popular saying—it has in fact become easier, partly because I’ve learned to do it better, I think, and partly because the more you do anything the less it stirs up the emotion that initially accompanied it. What follows is the approach I’ve developed over the years to deliver bad news in the most compassionate manner possible.
Prepare yourself to feel badly. Doctors enter medicine with the hope of making patients feel better. However, when delivering bad news, that’s not what happens. No matter how people feel before I give them bad news, afterward they always feel worse. If I don’t recognize this as normal, that working hard to make people feel good about bad news is not only counterproductive to the grieving process but potentially deleterious for our doctor-patient relationship, in the long run I’ll add to my patients’ pain rather than diminish it.
Set the context. When delivering bad news of any kind, providing the recipient time to prepare themselves can be helpful. My attempt to do this with Mrs. Peterson was clumsy (“You know the heart attack he came in for was very serious”), but my intent was honest: I wanted her to realize I was about to tell her something awful. The phrase “brace yourself” carries more than a metaphorical meaning in this context. Psychologically, even a single moment of preparation can mute the pain of hearing bad news, if only a little.
Deliver the bad news clearly and unequivocally. I don’t say, “There’s a shadow on your chest x-ray” or “You have a lesion in your lung” or even “You have a tumor.” I say, “You have cancer.” The temptation to soften the blow by using jargon is surprisingly powerful but extremely detrimental. At best, it delays the patient’s understanding of the truth; at worst, it promotes their denial of it.
Stop. When a person receives bad news, they always have some kind of reaction. Some cry. Some get angry. Some sit quietly in numbed shock. Some refuse to believe what they’ve been told. My job at that point, however, isn’t to clarify, mollify, restate, or defend the diagnosis or myself. My job is to respond to their reaction and help them through it. I vividly remember the first time I had to tell a patient and his family he had lung cancer, some time after my late night call to Mrs. Peterson. I came into the room to find ten or so family members gathered around my patient’s bed. I set the context, I delivered the news clearly, and then I launched into thirty minutes of clarifying explanation. When I finally paused to take a breath and to allow my patient to react to what I’d told him, he only looked at me with a sad expression and mumbled in a subdued voice, “I thought I had more time.” He hadn’t, of course, heard a word I’d said after I’d said the word “cancer.” The only person I’d been attempting to treat with my soliloquy had been myself.
Ask for questions. Once a person’s reaction has run its course, or at least paused, I always ask if they have any questions. Often they don’t, at least at first. But often they do. I answer them all as honestly and directly as I can. Surprisingly, or perhaps not so surprisingly, people rarely ask the questions doctors dread most: Is this terminal? How long do I have? How likely is the treatment to cure me?
But sometimes they do. When patients ask if their illness is terminal, I tell them the truth: the percentage of people who survive any illness breaks down into two groups, those who survive and those who don’t. The percentage may be dramatically and tragically skewed toward those who don’t, but I emphasize that no one can predict into which group any particular patient will fall. One thing I’ve learned in my years of practice, both as a doctor and a Buddhist, is that nothing is certain…
Never destroy hope … except for one thing: if you destroy a person’s hope for a good outcome, they’ll suffer far more on the way to whatever bad outcome may be in store for them than if they’d had the opportunity to approach it full of hope. Especially when the quantity of life left may be short, the quality of life becomes even more important, and I’m convinced that nothing lessens the quality of life more than living it without hope. How do you prevent hope from failing when the outcome is so likely grim? I have no ready answer. I often make statements about the frenzied pace with which new knowledge and treatments are discovered and once or twice have even seen a new discovery make a difference in a person’s prognosis. But often it’s what I don’t say that allows people to continue to hope. It’s every person’s natural tendency to continue to hope even in the face of terrible odds, and whenever I believe I need to say something that risks interfering with their belief that things may somehow work out all right, I think very carefully before I speak. I never lie, but neither do I automatically verbalize everything I’m thinking. In general, I try not to enable false hope, but I always wonder if that does more harm than good. I honestly don’t know.
Express your commitment of support. I always make a point to say to every person to whom I deliver bad news, “I will not abandon you.” I am continually amazed at the level of relief this provides. Just knowing there is someone in a position of confidence and authority who genuinely cares about what happens to them, who can explain the things that occur during the course of their illness and simply be available to them, is enormously relieving to most people. I also add, if it applies, “I will not let you suffer.” Adequate training in pain relief is woefully sparse in most medical schools and residency programs, but the technology exists to mitigate, if not completely control, the pain of most (though not all) illnesses.
Make a plan. I always give patients a series of instructions at the end of a visit in which I’ve delivered bad news. I tell them:
Write your questions down. Once the shock of hearing the bad news wears off—usually after they’ve returned home—many questions typically arise. I promise to answer them all, either on the phone or at our next visit, which I always schedule before they leave my office.
Tell your family. People frequently struggle with this, often thinking first of the impact their illness will have on their loved ones rather than themselves, and seek to insulate their family—or specific members of it—from the news. I am convinced this does more harm than good in most situations: it prevents damaged relationships from having a chance to heal and often creates more angst than it resolves, not to mention cuts off critical avenues of support. People who choose to die with secrets often leave wounds in survivors that never heal.
Prepare yourself for what comes next. It may be more testing. It may be treatment. It may be both. It may be neither. The last is the hardest to bear, I think. At least while you’re engaged in treatment you’re doing something active, fighting the diagnosis in a concrete way. Many people become inconsolably anxious once their treatment stops because at that point all they have left to do is wait for a relapse.
Finally, follow up. Whether by phone or in person, I always talk with the person again within a week. Often, the person will have made surprising progress in coming to terms with the news that’s been delivered. The human mind has a remarkable capacity to adjust to tragedy, and in fact I believe begins to cope with bad news the moment it’s delivered. Many people agree that the wait for bad news is almost worse than actually receiving it. At least once you receive it—even if it’s the worst you feared—you can begin to take action to deal with it.
The importance of caring
All of us will receive bad news—devastating news—in the course of our lives, if we haven’t already. Studies have shown patients and their families remember the way bad news is delivered—the exact words doctors use, how they looked, and whether they seemed to sincerely care—for the rest of their lives.
Which is why every time I’m about to enter a patient’s exam room to deliver bad news myself I pause and remember Mrs. Peterson, a woman I’ve never seen or heard from since, but whose life I irrevocably changed in the middle of the night while she lay at home in bed without her husband next to her—as she would from that point forward—all those years ago.
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A Flowchart for Choosing Your Religion
Looking for a JOB - How to Be the Next Hire
Making You the Most Viable Next Hire
Being flexible, creative and adaptable in today’s economy is the cornerstone to survival. The job search is no different and, with unemployment rising, requires just as much vigilance. One way you can keep your options open and make yourself even more marketable is by considering Consulting in addition to your quest for full-time employment. Often perceived as an “either-or” scenario, Consulting offers you just as many benefits as it does your “would be” employer:
Track record of Fixing Problems?
Career wise, people typically fall into one of two categories: those who thrive on problem solving and the prospect of a new challenge –or- someone who is exceptionally good at steering the ship once it is on course. If the thought of fixing something that is broken appeals to you (versus has you thinking about reaching for the Tylenol), then Consulting might be an avenue to explore.
A More Flexible Interview
Quite often, what a company needs is someone to tackle a specific problem, not a new full-time employee. Identifying this in the interview and being able to present yourself as the solution to their problem (at a lower cost), can ultimately create a job tailor made for you and your skill set. No one can compete against that.
Dating Before Marriage
A consulting engagement can give you the opportunity to see if this company is a nice place to visit or a great place to live. The only thing worse than a prolonged job search, is ending up in a position that results in you being unemployed again in 6-12 months. Consulting lets you do more due diligence than you could ever accomplish in an interview.
“Consulting” on Your Resume
To many recruiters, seeing “consulting” as your current role without any clients/engagements is just a way to dress up being out of work. But, with a list of key accomplishments at those engagements, you show that you are in demand, have more control over your search and are broadening your experience. The latter is extremely important if you are looking to transition industries.
Change Agent
For companies looking to make some sort of change internally (and you should like this if you have a track record of fixing problems), consulting is a more preferred approach versus hiring a permanent employee. It is much easier to come in as a consultant, effect the course correction and then hand it off to the internal leadership.
Money
Besides the obvious benefit of having income during your search, it also gives you breathing room to be more objective in selecting your next job.
It’s Easier to Find a Job When You Already Have One
So much of what makes this true is that fact that when you are employed, you tend to be a bit more objective because you have a “bird in hand.” Consulting (in addition to easing that financial strain, which helps here) can provide the self-assurance that comes along with being employed, which can get whittled away while unemployed.
Presenting yourself as a viable consultant or full time employee isn’t mutually exclusive. Rather, they are simply two sides to the same coin. For the companies where you interview, this will only make you more viable and versatile in your eyes. For you, there is nothing to lose. The worst thing that happens here is you generate some income to inevitable financial strain of your job search. On the other hand, you might just find through this process that you discover your next career move.
Being flexible, creative and adaptable in today’s economy is the cornerstone to survival. The job search is no different and, with unemployment rising, requires just as much vigilance. One way you can keep your options open and make yourself even more marketable is by considering Consulting in addition to your quest for full-time employment. Often perceived as an “either-or” scenario, Consulting offers you just as many benefits as it does your “would be” employer:
Track record of Fixing Problems?
Career wise, people typically fall into one of two categories: those who thrive on problem solving and the prospect of a new challenge –or- someone who is exceptionally good at steering the ship once it is on course. If the thought of fixing something that is broken appeals to you (versus has you thinking about reaching for the Tylenol), then Consulting might be an avenue to explore.
A More Flexible Interview
Quite often, what a company needs is someone to tackle a specific problem, not a new full-time employee. Identifying this in the interview and being able to present yourself as the solution to their problem (at a lower cost), can ultimately create a job tailor made for you and your skill set. No one can compete against that.
Dating Before Marriage
A consulting engagement can give you the opportunity to see if this company is a nice place to visit or a great place to live. The only thing worse than a prolonged job search, is ending up in a position that results in you being unemployed again in 6-12 months. Consulting lets you do more due diligence than you could ever accomplish in an interview.
“Consulting” on Your Resume
To many recruiters, seeing “consulting” as your current role without any clients/engagements is just a way to dress up being out of work. But, with a list of key accomplishments at those engagements, you show that you are in demand, have more control over your search and are broadening your experience. The latter is extremely important if you are looking to transition industries.
Change Agent
For companies looking to make some sort of change internally (and you should like this if you have a track record of fixing problems), consulting is a more preferred approach versus hiring a permanent employee. It is much easier to come in as a consultant, effect the course correction and then hand it off to the internal leadership.
Money
Besides the obvious benefit of having income during your search, it also gives you breathing room to be more objective in selecting your next job.
It’s Easier to Find a Job When You Already Have One
So much of what makes this true is that fact that when you are employed, you tend to be a bit more objective because you have a “bird in hand.” Consulting (in addition to easing that financial strain, which helps here) can provide the self-assurance that comes along with being employed, which can get whittled away while unemployed.
Presenting yourself as a viable consultant or full time employee isn’t mutually exclusive. Rather, they are simply two sides to the same coin. For the companies where you interview, this will only make you more viable and versatile in your eyes. For you, there is nothing to lose. The worst thing that happens here is you generate some income to inevitable financial strain of your job search. On the other hand, you might just find through this process that you discover your next career move.
Bağdat Caddesi
Gel de parmaklara hakim ol, yapma bir Caddebostan, Bağdat Caddesi nostaljisi şimdi!...diğer bir deyişle 'Karşı taraf' . Cok uzun seneler yazları gittiğim, son yıllarda ise her Türkiye'ye gittiğimde kaldığım Istanbul'un bir başka eşşiz köşesi.
1960'lı 70'li yıllarda köşkleriyle, bahçelerinden salkım salkım sarkan ortancalarıyla, billur gibi denizliyle, 'sayfiye' yeri olmasıyla meşhur Erenköy, Suadiye, Caddebostan.
Dükkanların az, ağaçların çok olduğu, bunca yıl geçmesine rağmen hala güzelliğini koruyan Bağdat Caddesi. On, onbir yaşımdan itibaren yazlarım geçti oralarda. Sokaklarda oynanırdı o zamanlar, öyle pek araba filan geçmezdi. Doyasıya bisiklete binilir, el birakarak gitmek büyük marifet sayılır Erenköy, Saskınbakkal, Göztepe bisikletle rahat rahat gidilir dönülürdü. Deniz için bazı sokakların denize vardıkları noktalarda bulunan kayıkhanelerden saatlik ücretle kayık kiralanır, kadın erkek kürek çekmeyi bilir, kayıktan denize girilirdi. Bazı gençler dalıp iskele ayaklarından midye toplar bazıları ise sığ kumda zıpkınla vatos avlarlardı. Sokaklardan dondurmacılar geçerdi o zamanlar. Simdiki gibi binbir çeşit ne gezer 'Dondurma, Kaymaaak' diye bağıran dondurmacının küçücük arabasında sadece kaymaklı ve limonlu dondurma olur, bazen ise çeşit olsun diye vişneli bulunurdu.
Caddebostan Plajı'nın yanı sıra bir de üyelikle girilebilen klüpler vardı. Marmara Yelken Klubü başta olmak üzere, Balıkadamlar, Caddebostan Yat Klübü ve İstanbul Yelken. Eğer bunlardan birine üyeyseniz veya üye bir arkadaşınız varsa bazı sporları yapma veya izleme olanağınız olur, voleybol, ping pong oynar, kıyıdan yelkenlilerin yarışlarını izlerdiniz. Denizin ortasında ise köfteciler vardı. Bunlardan aklımda kalanı ise mayomuzun kenarına sıkıştırdığımız parayla yüzdüğümüz, veya kayıkla yanaştığımız 'Fıştak'tı. Dönerken yüzülüyorsa demirlemiş kayıklara tutuna tutuna, dinlene dinlene yüzülürdü.
Akşamüstüne doğru herkesi bir 'piyasa' heyecanı alırdı. Saçlar yıkanır, bildiğımız ütüyle ütülenerek düzeltilir, ve (Bağdat) Cadde'ye binbir tur atmaya çıkılırdı. Bir aşağı, bir yukarı. Parkur ise genellikle Santral Durağı'ndan Saşkınbakkala kadardı. O zaman 'cafe' adeti bir elin parmaklarını geçmez, 'Borsa'da yer bulabilmek için hızlı davranmak gerekir, 'Divan' ise gençlere çok pahalı geldiğinden ancak hafif 'yaşı geçmiş'lerin duraklama mekanı olurdu. Hali varaba sahiakti oldukça yerinde olan birkaç genç ise bir aşağı bir yukarı arabayla giderek Mustang veya Corvette'leriyle gelene geçene hava atarlardı.
Geceleri ise açık hava sinemalarının keyfine doyulmazdı. Caddebostan'daki Ozan Sineması'nda genellikle Türk filmleri oynar, çıkınca biraz aşağıda, Caddebostan Maksim Gazino'sunun (MIGROS)yakınındaki büfe'de 'zümküfül' yenirdi (Bir çeşit sosisli sandoviç ) Yabancı filmlerin mekanı ise Budak Sineması'ydı (Şimdiki CKM). Yastıgını kapıp tahta iskemlelere yerleştirdikten sonra, çekirdeğini çıtlatarak izlenirdi filmler. Bazen bu sinemalarda Cem Karaca gibi o zamanın ünlü sesleri konserler verir, bazıları ağaç tepelerinden konser izlerdi.
Sonra sonra o köşkler birer birer yıkılmaya, yerlerin uzun uzun binalar dikilmeye, Cadde'deki evlerin yerlerini dükkanlar almaya, arabalar çoğalmaya, faytonlar yok olmaya, tekerlekli dondurmacıların yerini Algida'cılar almaya başladı. Ama ne mutlu ki tüm büyümeler, kalabalıklaşmalar rağmen 'Cadde'yi bozmayı başaramadı! O hala 'Cadde', İstanbul'un ,Türkiye'nin en güzide caddesi hala boydan boya yürümekten zevk aldığım, bir yerde oturup geleni geçeni izlemenin keyfini her yıl bir iki hafta yaşayabildiğim bir yer.
1960'lı 70'li yıllarda köşkleriyle, bahçelerinden salkım salkım sarkan ortancalarıyla, billur gibi denizliyle, 'sayfiye' yeri olmasıyla meşhur Erenköy, Suadiye, Caddebostan.
Dükkanların az, ağaçların çok olduğu, bunca yıl geçmesine rağmen hala güzelliğini koruyan Bağdat Caddesi. On, onbir yaşımdan itibaren yazlarım geçti oralarda. Sokaklarda oynanırdı o zamanlar, öyle pek araba filan geçmezdi. Doyasıya bisiklete binilir, el birakarak gitmek büyük marifet sayılır Erenköy, Saskınbakkal, Göztepe bisikletle rahat rahat gidilir dönülürdü. Deniz için bazı sokakların denize vardıkları noktalarda bulunan kayıkhanelerden saatlik ücretle kayık kiralanır, kadın erkek kürek çekmeyi bilir, kayıktan denize girilirdi. Bazı gençler dalıp iskele ayaklarından midye toplar bazıları ise sığ kumda zıpkınla vatos avlarlardı. Sokaklardan dondurmacılar geçerdi o zamanlar. Simdiki gibi binbir çeşit ne gezer 'Dondurma, Kaymaaak' diye bağıran dondurmacının küçücük arabasında sadece kaymaklı ve limonlu dondurma olur, bazen ise çeşit olsun diye vişneli bulunurdu.
Caddebostan Plajı'nın yanı sıra bir de üyelikle girilebilen klüpler vardı. Marmara Yelken Klubü başta olmak üzere, Balıkadamlar, Caddebostan Yat Klübü ve İstanbul Yelken. Eğer bunlardan birine üyeyseniz veya üye bir arkadaşınız varsa bazı sporları yapma veya izleme olanağınız olur, voleybol, ping pong oynar, kıyıdan yelkenlilerin yarışlarını izlerdiniz. Denizin ortasında ise köfteciler vardı. Bunlardan aklımda kalanı ise mayomuzun kenarına sıkıştırdığımız parayla yüzdüğümüz, veya kayıkla yanaştığımız 'Fıştak'tı. Dönerken yüzülüyorsa demirlemiş kayıklara tutuna tutuna, dinlene dinlene yüzülürdü.
Akşamüstüne doğru herkesi bir 'piyasa' heyecanı alırdı. Saçlar yıkanır, bildiğımız ütüyle ütülenerek düzeltilir, ve (Bağdat) Cadde'ye binbir tur atmaya çıkılırdı. Bir aşağı, bir yukarı. Parkur ise genellikle Santral Durağı'ndan Saşkınbakkala kadardı. O zaman 'cafe' adeti bir elin parmaklarını geçmez, 'Borsa'da yer bulabilmek için hızlı davranmak gerekir, 'Divan' ise gençlere çok pahalı geldiğinden ancak hafif 'yaşı geçmiş'lerin duraklama mekanı olurdu. Hali varaba sahiakti oldukça yerinde olan birkaç genç ise bir aşağı bir yukarı arabayla giderek Mustang veya Corvette'leriyle gelene geçene hava atarlardı.
Geceleri ise açık hava sinemalarının keyfine doyulmazdı. Caddebostan'daki Ozan Sineması'nda genellikle Türk filmleri oynar, çıkınca biraz aşağıda, Caddebostan Maksim Gazino'sunun (MIGROS)yakınındaki büfe'de 'zümküfül' yenirdi (Bir çeşit sosisli sandoviç ) Yabancı filmlerin mekanı ise Budak Sineması'ydı (Şimdiki CKM). Yastıgını kapıp tahta iskemlelere yerleştirdikten sonra, çekirdeğini çıtlatarak izlenirdi filmler. Bazen bu sinemalarda Cem Karaca gibi o zamanın ünlü sesleri konserler verir, bazıları ağaç tepelerinden konser izlerdi.
Sonra sonra o köşkler birer birer yıkılmaya, yerlerin uzun uzun binalar dikilmeye, Cadde'deki evlerin yerlerini dükkanlar almaya, arabalar çoğalmaya, faytonlar yok olmaya, tekerlekli dondurmacıların yerini Algida'cılar almaya başladı. Ama ne mutlu ki tüm büyümeler, kalabalıklaşmalar rağmen 'Cadde'yi bozmayı başaramadı! O hala 'Cadde', İstanbul'un ,Türkiye'nin en güzide caddesi hala boydan boya yürümekten zevk aldığım, bir yerde oturup geleni geçeni izlemenin keyfini her yıl bir iki hafta yaşayabildiğim bir yer.
Galata' ya dogru...
The best way to improve health care requires physicians and other stakeholders
My honest approach for how to improve the care is to support a methodology such as being self-serving. I would like to start a program to introduce a software-based point-of-care tool for obtaining patient feedback. This real time information can be used with clients to positively impact the patient experience, nurse engagement, physician (soft skills) competence and overall quality. In my perspective the criteria for fulfilling the demand for finding the best way to improve healthcare is that it need be simple to implement, impactful and cost effective. The most impact to healthcare improvement will come from process improvement and healthcare provider recruitment AND retention. The by-products will be reduced cost of care and improved patient satisfaction. This applies to hospitals and private practices. Based on current studies and the economy, supplying adequate healthcare to the community is already tough and is going to get more challenging. Recruiting sufficient healthcare coverage will boost revenue and provide some improvement to patient satisfaction (wait time and access). However, failure to retain the medical staff will significantly hurt the outcome. With high demand and low supply, it will be well worth the time and money to present "we have the greenest pastures here". The method mentioned above may be called such as point-of-care through successful implementations that may turn in to popular key parts of process improvement. You need to have some feedback from the patients and the physicians in order to measure the processes that should be or are currently being improved. In order to achieve this you have to create the acronym HOSPITAL to help those in Healthcare recall the numbers of different types of inefficiencies in any medical facility. Those who have been exposed to Six Sigma and Lean have an appreciation for improvement opportunities and generally view things through differently trained eyes that can see within all those facilities. Publishing the results of the similar programs online may offer a transparent access to the consumers to monitor these inefficiencies. Welcoming any feedback relative to this and encourage your staff to consider this method or similar training methods for their teams will be highly critical for the outcome. We have to understand that it is impossible to solve a problem that we are unaware of. By providing even the most basic tools at the lowest level possible, these problems have a way of surfacing. While everyone recognizes that healthcare systems and organizations need to improve, I think not enough time is spent on firstly identifying the key stakeholders, and secondly properly ENGAGING them. I strongly believe that not enough time is spent trying to engage physicians in this process. In my experience too many of these "improvement strategies" are top-down decisions by non-clinical managers who failed to conduct any research into what physicians might want or what stumbling blocks there are/were to get them to adopt the new technologies. EMR/EHR/CPOE are prime examples - all of these require a breakdown in the normal activity flow of providers, as it requires them to either find and log on to a terminal or carry a bulky instrument. Almost all clients and colleagues I have worked with resent and resist those methods. And look how few MDs are part of Healthcare consulting firm teams. IMHO, I believe more energy should be spent engaging rather than alienating MDs as a first step, then doing the same for patients in order to get buy in from the two key stakeholders as I see it. I've always found that engaging these stakeholders on projects from the beginning results in more buy-in and most importantly, better recommendations/outcomes (a better product).
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