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The truth matters.”
As physicians, we are scientists who know that the truth matters.
We understand that healthcare recommendations based on whatever is the current best-evidence inevitably change over time, as the evidence changes.
So we understand how “truth” can be different at various times, especially, during an evolving pandemic such as we are experiencing now.
As physicians, we are community leaders and should be leading by example. We all know that public health emergencies such as the COVID-19 pandemic require population-level interventions, such as masking, social distancing and hygienic behavior. We know that the consistent application of good quality communication and messaging principles increases public understanding and trust in the health behaviors that play a critical role in managing infectious disease outbreaks. Finally, we are well aware that to impact individual and community behaviors it is important to communicate accurate and timely scientific information to reduce stigmatization, address vulnerable populations, support protective behaviors and factors, encourage altruistic behaviors, and offer realistic hope for change and recovery.
This is what we must do. This is our duty as physicians and experts.
For our patients, our families, our colleagues and our community.
We have seen how messaging at odds with scientific data can create confusion, lead to some members of the public not accepting recommended precautions, and likely increases the spread of disease and mortality.
Below are my tips for all of you to use when you talk about the pandemic in any setting with your families and friends, with your students, colleagues and professional organizations, within your community and when you give lectures or webinars.
- Base your messaging on the latest reliable medical knowledge from reputable sources such as peer-reviewed journals or major government agencies like the CDC, NIH or National Academies, as well as academic institutions like our own. Ignore twitter and social media, and even be wary of quoting articles in the mainstream media unless you are sure they are based on reputable primary sources.
- Avoid the use of jargon or politically tinged expressions, and ensure you are culturally sensitive in your discussions.
- Collaborate with community members and relevant leaders or experts to improve your understanding of contextual factors.
- Tell the truth and avoid excessive reassurance or repetition.
- When you don’t know something, admit it. Commit to finding the answer and following up, then do so.
- If possible work with trusted, media-trained messengers, or get such training yourself.
- When speaking with children use age appropriate language. Listen to their concerns and answer their questions. The (CDC) Centers for Disease Control and Prevention has created helpful tips for talking with children about COVID-19.
As respected members of our many communities we, as physicians, all have a responsibility to communicate accurately and without biases; especially at this time of division and lack of trust in some public figures.
So please do communicate the best and most up-to-date scientific data possible to enhance transmission reducing health behaviors, engage and educate all with whom you interact. Not only will you provide a much needed public health service to your loved ones, patients and community, you will no doubt have an improved sense of well-being for yourself.
It is critical that you take care of yourself, so that you can effectively care and educate others. An good analogy is when the flight attendant reminds you to put on your oxygen mask before helping a child. You can only be helpful if you can breathe yourself. Physicians need to take care of themselves to be able to care for others. Also, physicians need to keep up with evolving scientific information and recommendations regarding COVID-19, so you can provide that knowledge to others. You will be pleased that your own well-being and those that with whom you have communicated, will be improved.
