Americans are receiving more health-related information than ever before--from national and local media, the Internet, clinics and physicians' offices, community and senior
centers, employers and through discussions with family, friends and co-workers. But despite the overwhelming volume of healthcare information available, some topics are covered
extensively while others are hardly addressed at all.
This disparity in information about healthcare has been documented by the National Health Council, which conducted a communications audit to determine what consumers are
seeing, hearing and reading about healthcare. After contacting more than 200 organizations that provide health information, the Council received 593 brochures, booklets, binders,
newsletters, videos, posters and books from more than 80 organizations. While not a representative sample, these materials provided a valuable benchmark for determining the kinds
of information conveyed and not conveyed to the public.
The Council analyzed and coded the materials in 19 distinct content areas and found an abundance of information about symptoms, diagnosis, treatment options and prognosis of
specific diseases. The audit revealed, specifically, that more than half of available healthcare information focuses on specific diseases, proper diagnosis, treatment options,
decision-making, the pursuit of healthy lifestyles and staying well.
But if patients look for materials that explain how to get better access to coverage for state-of-the-art therapies, this information is scanty, at best. The audit found very
little advice designed to help patients take control of personal or family medical situations. When compared to the wealth of practical, specific tips available on dealing with
most diseases, the audit found that only six percent address payment decision appeals. Only five percent focus on informed consent in treatment decisions. Even a smaller
percentage of the materials address provider options (four percent), timely access to specialty care (three percent), or information on how payment decisions are made (two
percent).
With these findings in mind, the National Health Council analyzed media coverage of healthcare issues and similarly found an abundance of reporting on some topics and limited
coverage of others. Using data from previous surveys, the Council reported that 60 percent of health stories covered by local television stations focus on the causes and
treatments of diseases. Twenty-one percent of covered stories involve lifestyle issues, such as diet and exercise, while only 5 percent deal with healthcare coverage. Network news
differs little from local news in the type of information provided to viewers, with slightly more coverage on general health.
On the print side, the Council conducted a Nexis database search of major daily newspapers and reviewed health-related articles in the top 20 national magazines over a two-year
span. Little information was found about using the healthcare system more efficiently and how to make informed decisions about healthcare.
For everyone involved in providing healthcare information and patient education, these findings should serve as a wake-up call. Clearly there is a widening gulf between
patients and the healthcare community--pharmaceutical and device manufacturers, managed care companies, health professionals, and government and voluntary health agencies--that
must be closed. Otherwise, the public will grow more frustrated and confused and put greater strain on the beleaguered healthcare delivery system.
Communicators must change the way they think about healthcare consumers. By adopting the following communications principles, stakeholders transform the traditionally passive
patient into an active healthcare partner and can make a very real impact in "empowering" consumers:
- Validate the patient's role as key decision-maker.
- Encourage partnership between patient and caregivers in making informed decisions about treatment options. Provide consumer-oriented information on what to say, whom to
call and when, plus resources for information and support.
- Provide detailed information on navigating today's complex healthcare marketplace.
- Offer various possibilities for problem resolution; recognize one size does not fit all.
- Provide information on getting state-of-the-art treatments and access to clinical trials.
- Emphasize the value of taking charge of one's health for those chronically ill or disabled.
- Encourage patients to get support from others at every stage of treatment.
- Provide specifics to help people assess their healthcare needs and make better decisions when choosing healthcare plans.
As healthcare delivery services continue to change at a dizzying pace, more patient-focused information has become a necessity. Communicators are challenged to balance current
education efforts with the development of solutions-oriented information to help consumers actively participate in their own health decisions.
Stacking Up Healthcare Literature
Topic/Percent of MaterialAvailable*
Patient Rights*/38
Informed consent/5
Timely access to specialty car/3
Confidentiality protections/3
Concise coverage information/5
How payment decisions made/2
How decisions are appealed/6
Coverage costs and care/3
Reasonable provider choice/4
Provider options/4
Provider incentives or restrictions/3
Patient Responsibilities*/36
Pursue healthy lifestyles/12
Participating in decisions about health care/19
Cooperating on treatment
Other topics*/48
Quality of coverage/9
Glossaries/7
Quality of provider care/3
Grassroots involvement in health care issues/3
Public funds available for diagnosis, treatment, research/2
Disease--specific information/24
Source: Scanning the Health Care Information Landscape, National Health Council
*Percentages based on multiple mentions