Medical PR

Here is a medical PR challenge.  How do you convince doctors that a medical procedure isn’t effective and to stop doing it?  It turns out some physicians and surgeons don’t get the message or reject it because they feel they are being effective.  Thus, you have areas of the country where certain medical procedures are performed more than anywhere else. This drives up the cost of medicine and doesn’t help patients in the long run.  There needs to be a mechanism through which such situations are spotted and remedied.  And, of course, there needs to be in-depth communications with doctors through ongoing training, conferences and medical literature.  Still, some won’t get the message or will ignore it.  It is these who should be open to some form of discipline.