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Healthy Skepticism Library item: 5298

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

Stewart M, Marshall JN, Ostbye T, Feightner JW, Brown JB, Harris S, Galajda J.
Effectiveness of case-based on-line learning of evidence-based practice guidelines.
Fam Med 2005 Feb 01; 37:(2):131-8
http://www.stfm.org/fmhub/fm2005/February/Moira131.pdf


Abstract:

BACKGROUND: Traditional continuing medical education (CME) has not been successful in improving physicians’practice. This project evaluated the use of e-mail to deliver evidence-based moderated case discussions to family physicians. METHODS: In a randomized controlled trial, 58 southwestern Ontario physicians were recruited and randomly assigned to receive two evidence-based cases (type 2 diabetes, prevention) or were put on a waiting list to receive the same. On-line discussions took place about each case. Data were collected using two knowledge questionnaires, charts audits, and standardized patient visits for each of the two cases. RESULTS: The two groups were similar except for rural/urban and solo versus group practice. The latter was related to outcomes, and analyses were controlled for this variable. The intervention group showed statistically significant improvements compared to the control group for knowledge and chart-audit scores for one of the two cases. CONCLUSIONS: Using a randomized control design, this e-mail CME method demonstrated mixed effectiveness.

Keywords:
Education, Medical, Continuing/methods* Electronic Mail* Evidence-Based Medicine/education* Female Humans Male Online Systems* Physicians, Family/education* Practice Guidelines Questionnaires Regression Analysis Research Support, Non-U.S. Gov't

 

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Cases of wilful misrepresentation are a rarity in medical advertising. For every advertisement in which nonexistent doctors are called on to testify or deliberately irrelevant references are bunched up in [fine print], you will find a hundred or more whose greatest offenses are unquestioning enthusiasm and the skill to communicate it.

The best defence the physician can muster against this kind of advertising is a healthy skepticism and a willingness, not always apparent in the past, to do his homework. He must cultivate a flair for spotting the logical loophole, the invalid clinical trial, the unreliable or meaningless testimonial, the unneeded improvement and the unlikely claim. Above all, he must develop greater resistance to the lure of the fashionable and the new.
- Pierre R. Garai (advertising executive) 1963