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Thursday, May 2
3:30–4:45 p.m.
Breakout Sessions: Set III

Choosing Wisely: Communications Campaign Fights “More is Better” Mindset for Unneeded Medical Tests

Demand for the latest test or diagnostic is blamed for being one of the most intractable drivers of spiraling healthcare costs. Healthcare public relations practitioners have a track record of encouraging people to want things — new drugs, new procedures, new therapies — but rarely is the craft applied successfully to curtail demand for tests that may not always be necessary. This presentation will show how the Choosing Wisely® campaign generates a national discussion, enlisting physicians to initiate conversations about overused and potentially unnecessary medical tests and procedures. Through media coverage, academic publications, professional communications and consumer products, the impact of Choosing Wisely® has engaged hundreds of thousands of physicians and hundreds of millions of consumers.
 
By attending this session, you will learn:

• How to launch and sustain a national conversation to raise awareness and lower demand for unnecessary healthcare resources.
• Which Choosing Wisely® strategies can be adapted to your own public relations objectives by initiating, managing and maintaining an issues-based conversation in the media, academic and consumer environment.
• How to form consensus and coordinate the public relations activities from partner groups and organizations with competing objectives and missions to help achieve your goals.

John J. Held, APR, director of communications, ABIM Foundation. Connect with John on Twitter.

Nicolas Ferreyros, account supervisor, GYMR Public Relations