Recent Literature of Interest
Social Marketing: Application to Medical Education
Sean P. David, MD, SM; and David S. Greer, MD
Medical education is often a frustrating endeavor, particularly when it attempts to change practice behavior. Traditional lecture- based educational methods are limited in their ability to sustain concentration and interest and to promote learner adherence to best-practice guidelines. Marketing techniques have been very effective in changing consumer behavior and physician behavior. However, the techniques of social marketing - goal identification, audience segmentation, and market research - have not been harnessed and applied to medical education. Social marketing can be applied to medical education in the effort to go beyond inoculation of learners with information and actually change behaviors. The tremendous potential of social marketing for medical education should be pilot-tested and systematically evaluated.
Ann Intern Med. 2001;134:125-127
Debating Ontario's Mass Influenza Vaccination ProgramMass Influenza Vaccination in Ontario: A Sensible Move
Richard E. Schabas
A public program of universal influenza immunization is a
sensible and logical extension of our long-standing program of
immunization of the high-risk population. The recent decision of
the Ontario government to follow this course is a bold and
innovative step. If this program achieves its promise, it will
become the standard for influenza control across Canada.
Mass Influenza Vaccination in Ontario: Is It
The recent decision of the Ontario government to make the influenza vaccine available at no charge to all its citizens for the forthcoming "influenza season" may produce mixed reactions.
This decision involves the extension of the current vaccination policy (of actively offering the vaccine to elderly and ill people with a high probability of developing serious complications and dying) to healthy adults, regardless of their risk status.
Influenza is a global disease with a high societal burden, but
the decision calls into question the rules of evidence-based
decision-making, which are still largely undefined in this
particular field of public health.
Free On-Line JournalSpecial bonus issue of HSR: Health Services Research can be downloaded at: www.hsr.org/AliceHersh/download.cfm.
HSR is the official journal of the Association of Healthcare Executives and edited by Stephen Shortell, University of California at Berkeley.
Highlights of the issue include:
The Effect of HMO Penetration on Physician Retirement by Phillip R. Kletke, et al.
New Dimensions of Economic Well-being Among People with Mental Illness: Evidence from Healthcare for Communities by Carole Roan Gresenz, et al.
Recent Trends in the Financing of Substance Abuse Treatment: Implications for the Future by Joan Doty Dilonardo, et al.
Outcome Measurement in HEDIS: Can Risk Adjustment Save the Low Birth Weight Measure? by Moira Inkelas, et al.
Survival Analysis Using Medicare Data: Example and Methods by Beth A. Virnig, et al.
New Opportunities, New Approaches: Serving Children with Special Health Care Needs Under SCHIP by Renee Schwalberg, et al.
Assessing SCHIP Effect Using Household Survey Data: Promises and Pitfalls by Lisa Dubay, et al.
Implications of the Genetics Revolution for Health Services Research: Pharmacogenomics and Improvements in Drug Therapy by Kathryn A. Phillips, et al.
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