Dear Colleagues,
In recent years, the communications media have become much more competitive and aggressive than before. At the same time, in addition to an increasing number of radio and TV stations, a young and agile new means of communications – the Internet – made its appearance.
Today's patients are constantly exposed to medical information, and often they actively look for information. This phenomenon is basically welcome if the information is responsible, authoritative and can help the patient make choices and give consent based on facts. Sometimes, the patient knows no less than the medical specialist. At the same time, it's important to know that this information lacks the dimension of experience, a broad view and a sense of proportion.
A less positive type of information is that from the "yellow" journalism, such as when a restaurant reviewer covers medical stories when the regular health reporter is on vacation, or when a list of "leading and recommended" physicians is presented in a colorful magazine alongside guesthouses, restaurants and garages. All these are accompanied by brazen advertisements that offer magic solutions to every disease, present "before" and "after" photos of "satisfied customers."
Some of the advertising, especially those that attack us via the radio, frequently embarrass even those with a strong stomach for this nonsense. Some of the private institutes cover up the lack of formal training and specialization with doubtful titles of "qualified for" or they invent specialties that never existed.
Sometimes even we are pushed and tempted due to price considerations to work with institutes that suddenly crop up and don't care about safety or quality. The low price is not evidence of efficiency but of compromise on safety and quality.
Another phenomenon that is difficult for all of us is doctors accused or even convicted of serious offenses, including crimes. We all know that such "weeds" don't represent even one thousandth of the population of dedicated doctors in the State of Israel who do their job out of a sense of mission. But the patient who stands in front of the physician now fears a bit more and has less of a feeling of trust.
It's difficult and usually wrong to turn the clock back. Trust can be rehabilitated only with integrity, dedicated activity and devotion. Providing the media with information is proper only if it is done responsibly so it serves the public and does not defame those who treat patients.
Prof. Shmuel Shapira,
Deputy director-general, Hadassah Medical Organization
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