Gregory Marchildon, University of Regina
Jennifer Verma, CHSRF
David Secko, Concordia University
Erik Landriault, CIHR-IHSPR
Annual CAHSPR Conference
May 30, 2012

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Introduce EvidenceNetwork.ca
Writing a Snappy OpEd
OpEds as a KT vehicle
What are OpEd editors looking for?
Traditional media vs. Online publishers
Beginners’ Inventory of Popular Outlets
YOUR TURN!
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To get your research “out”
To set the record straight
To counter a growing “belief” that is not based on, or even counter to the evidence
(myth-busting)
To exercise your “full” citizenship
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“Opposite the Editorial Pages” (OpEd)
Key Perimeters:
◦ Focus on a single or few major points/arguments
◦ Succinct (650-750 words)
◦ Timely ( newsworthy )
◦ Compelling, convincing and conversational
◦ Draw from strong evidence ( noting, research on its own rarely changes minds )
◦ Jargon- and citation-free ( but not evidence-free!
)
◦ Provide a solution or steps toward a solution ( What needs to be done?
) along with the key players ( Who needs to do it?
)
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THE LATEST RESEARCH SHOWS THAT
WE REALLY SHOULD DO SOMETHING
WITH ALL THIS RESEARCH
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Knowledge translation is about:
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Making users aware of knowledge and facilitating their use of it to improve health and health care systems
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Closing the gap between what we know and what we do (reducing the know-do gap)
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Moving knowledge into action
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Knowledge Translation is something that most researchers are already doing, to some extent.
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Researchers who: publish their research findings tell other researchers about their work present their work at conferences
……are engaged in at least one part of the process we call “knowledge translation”: disseminating the results of their work to their peers
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Consistent evidence of failure to translate research findings into clinical practice:
• 30-45% patients do not get treatments of proven effectiveness
• 20–25% patients get care that is not needed or potentially harmful
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(McGlynn et al, 2003; Grol R, 2001; Schuster, McGlynn, Brook, 1998)
Cancer outcomes could be improved by 30% with optimum application of what is currently known
10% reduction in cancer mortality with widespread use of available therapies
(CSCC 2001; Ford et al, 1990)
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A broad spectrum of activities including:
Diffusion (let it happen)
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Dissemination (help it happen)
◦ activities that tailor the message and medium to a specific audience
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Application (make it happen)
◦ moving research into practice/policy in cases where the strength of evidence is sufficient
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Some filters that editors use when considering opinion:
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Can the writer claim expertise on the topic?
Is the argument refreshing without being perilous
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to the publication?
Can the argument be connected to current events or news?
Alterative structural view:
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Starts with a provocative statement;
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Provocative statement is contrasted against what is at stake;
Supporting information answers everything that might immediately come to a reader’s mind;
A recap elaborates on the provocative statement.
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Multimediality, interactivity and hypertextuality
Blended journalism
Editorial Staff
Authority
Speed
Audience
Content +
Distribution +
Credibility
Secko. JPM 10(2&3): 261 (2009)
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Connect with news media that report on health
(e.g.,
(e.g.,
Globe and Mail, Hamilton Spectator publish analyses, opinion and editorial content
Troy Media , Huffington Post ,
) and
The Mark )
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Put a “Creative Commons” on the content – reprints in small community, rural, niche, ethnic and online media across the country
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Remember Grey Literature (e.g., NGO newsletters, websites, magazines)
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Get a ‘double run’ by translating
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Form a team > Pick a theme (4)
Review materials (news article,
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Develop key points for an OpEd
Report back
Compare EvidenceNetwork.ca expert OpEds
Wrap up and closing thoughts
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Aging Population and its
Potential Impact
Healthcare Costs and
Spending
More Care is Not Always
Better
Health is More than
Healthcare
Private, For-Profit Solutions to Funding and Delivery
Patient Financing of
Healthcare (The Patient Pays)
Sustainability
Waiting for Care
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“Explore all funding options for health care, says outgoing CMA head”
(Postmedia News, Aug 12, 2011) http://www.canada.com/business/Explore+funding+options+health+care+says+outgoing+head/528
8501/story.html
“Myth: User Fees
Would Stop Waste and Ensure Better Use of the
Healthcare System”
(CHSRF, 2001) http://www.chsrf.ca/Migrated/PDF/myth4_e.pdf
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“Making patients pay won’t make our health system more affordable”
(2011-2012) by Raisa Deber and
Noralou Roos, published in the The Toronto Star and The Montréal Gazette http://umanitoba.ca/outreach/evidencenetwork/archives/4380
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◦ Is it topical? Does it offer a new angle? How might you open and close the OpEd?
◦ What other research, evidence or sources would you like to consider?
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◦ Is it topical? Does it offer a new angle? How might you open and close the OpEd?
◦ What other research, evidence or sources would you like to consider?
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◦ Is it topical? Does it offer a new angle? How did they open and close the OpEd?
◦ What other research, evidence or sources did they consider?
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THANK YOU!
NOW, IT’S YOUR TURN!
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:
“Canada’s aging population will strain the health-care system”
(Feb 6, 2012) http://www.theglobeandmail.com/news/opinions/editorials/canadas-aging-populationwill-strain-the-health-care-system/article2326529/
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“Myth: The Aging
Population is to Blame for Uncontrollable
Healthcare Costs”
(2011) http://www.chsrf.ca/Libraries/Mythbusters/Myth_AgingPopulation_EN_FINAL_1.sflb.ashx
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“We can sustain our health care system—here’s how
”(2011-2012) by Neena Chappell, published in the
Hill Times, Calgary Herald and the Halifax Chronicle Herald http://umanitoba.ca/outreach/evidencenetwork/archives/4641
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: “Mammography harm 'underappreciated’
Decline in breast cancer deaths from therapy, not screening”
(Apr 2, 2012) http://www.cbc.ca/news/health/story/2012/04/02/mammographyoverdiagnosis-breast-cancer.html
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“Myth: Early detection is good for everyone”
(2006) http://www.chsrf.ca/Migrated/PDF/myth22_e.pdf
and “Myth: Wholebody screening is an effective way to detect hidden cancers”
(2009) http://www.chsrf.ca/Migrated/PDF/11491_newsletter_en.pdf
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“Small benefits, substantial harms with mammography screening” by Cornelia Baines, published in The National Post and Huffington Post http://umanitoba.ca/outreach/evidencenetwork/archives/4490
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“Financer (enfin) les hôpitaux au rendement”
(01 mars 2012) http://www.cyberpresse.ca/debats/editoriaux/201202/29/01-4501135-financer-enfin-leshopitaux-au-rendement.php
and “Activity-based hospital funding: boon or boondoggle?”
(May 20, 2008) http://www.cmaj.ca/content/178/11/1407.full.pdf
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“Myth: Activity-Based
Funding Leads to For-Profit Hospital Care”
(2012) http://www.chsrf.ca/Libraries/Mythbusters/Myth-ABF-leads-to-profit-E.sflb.ashx
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“New hospital funding models not without risks”
(2012) by Jason Sutherland and M. Trafford Crump, published in the Hill
Times and the Calgary Beacon http://beaconnews.ca/calgary/2012/02/why-we-never-seem-tohave-enough-hospital-beds-in-canada/
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◦ News:
“Generic Drugs vs. Brand Name Drugs”
(Sept, 2011) http://www.readersdigest.ca/health/sickness-prevention/generic-drugs-vs-brand-name-drugs
◦ Research Summary:
“Myth: Generic Drugs are Lowerquality and Less Safe Than Brandname Drugs”
(2007) http://www.chsrf.ca/Libraries/Mythbusters/Myth_Generic_drugs_are_lower_quality_EN_FINAL.sflb.a
shx
◦ Op-Ed:
“Designer drugs: You’re really paying for the name”
(2012) by Alan Cassels, published in the Huffington Post and the Hill Times http:
//umanitoba.ca/outreach/evidencenetwork/archives/4764 and “The $2-billion extra price tag of brand-name drugs in
Canada”and “Our Surprisingly Expensive Pharmaceuticals”
(2011) by Marc-André Gagnon, published in the Hill Times and The Mark News (respectively) http://www.themarknews.com/articles/4789-our-surprisingly-expensive-pharmaceuticals
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