MED April/May 2018

Best Practices for Media Interviews Spring Conference Roundup

APRIL MAY

SD Eye Bank Saving Surgeons Time in the OR

VOL. 9 NO. 3

2018

THE SISTERS BEHIND THE SYSTEM Avera Health Sponsors Keep the Mission in Mind

THE SOUTH DAKOTA REGION’S PREMIER PUBLICATION FOR HEALTHCARE PROFESSIONALS

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IEIE AFLALLSLS F PRPARIARIR IOIU X X U SS O

APRIL | MAY

2 01 8

“

A Merry Heart doeth good like medicine.

”

―—King Solomon

From Us to You

Staying in Touch with MED

W

ITH SO MUCH current focus

on the “future of medicine”, it is sometimes valuable to pause and take a look at the past, especially in cases wherein it has played such a pivotal role in shaping the present and will continue to do so into the future.

Avera Health is a case in point. Created by the collaborative union of the Benedictine and Presentation Sisters, its mission and ministry continue to drive it forward, even as technology, organizational structure, and care delivery models evolve. We hope you’ll enjoy our feature on the modest (and sometimes surprising) beginnings of this large and important regional healthcare leader.

Also in this issue, in addition to our regular news roundup and event calendar, you’ll find expert advice for managing legal issues, fighting burnout, addressing worker fatigue, and stepping into leadership roles. We have exclusive interviews with some area physician administrators, researchers, and clinicians who are advancing care in our region in a myriad of fascinating ways. And we explore the new procedure at Dakota Lions Sight and Health that is taking the pressure off of eye surgeons across the region.

Remember that you can go deeper with almost any article in MED by accessing additional information online. Just look for the “Web Extra” symbol at the end of the article.

Click the link in your digital issue or search the MidwestMedicalEdition.com for the article title if you’re reading the printed issue.

We hope you enjoy this month’s MED!

PUBLISHER MED Magazine, LLC Sioux Falls, South Dakota Steffanie Liston-Holtrop

VICE PRESIDENT SALES & MARKETING Steffanie

Liston-Holtrop

EDITOR IN CHIEF Alex Strauss

GRAPHIC DESIGN Corbo Design

PHOTOGRAPHER Julie Prairie Photography WEB DESIGN Locable

DIGITAL MEDIA DIRECTOR Alyssa McGinnis Alex Strauss

CONTRIBUTING WRITERS Anne Geske

Kelly Marshall

STAFF WRITERS Liz Boyd Caroline Chenault John Knies

CONTACT INFORMATION Steffanie Liston-Holtrop VP Sales & Marketing 605-366-1479 Steff@MidwestMedicalEdition.com Alex Strauss Editor in Chief 605-759-3295 Alex@MidwestMedicalEdition.com WEBSITE MidwestMedicalEdition.com MAILING ADDRESS PO Box 90646, Sioux Falls, SD 57109

All the best!

—Steff and Alex

2018 ADVERTISING DEADLINES Issue

MED Magazine is produced eight times a year by Midwest Medical Edition, LLC, which owns the rights to all content.

Every effort is made to ensure accuracy, however Midwest Medical Edition, LLC, cannot be held responsibly for consequences resulting from errors or omissions. Reproduction or use of the contents of this magazine is prohibited. Copyright 2018 Midwest Medical Edition, LLC.

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LOG ON! CONTENTS MIDWEST MEDICAL EDITION.COM

VO LU M E 9, N O. 3

THIS MONTH ONLINE

NEW!

7 | When Physicians Need a Hand Peer support program offers help through difficult times

MED IS NOW Like and follow us at Facebook.com/MedMagazineSD for medical community news updates, events, and tips for Magazine. While you’re there, be sure to click the “Sign Up” button to get early access to every digital issue of MED. DID A NEWS ITEM CATCH YOUR EYE? Want to know more? You can find the full version of every news item in News & Notes at MidwestMedicalEdition.com. Join the email list and they’ll come right to your Inbox in a bi-monthly news roundup. So you’ll always be “in the know.”

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throughout the magazine to indicate additional content on our website: Links are included for digital readers. Print readers can search the article title to find the indicated links.

THIS MONTH

PREMIER WEBSITE SPONSORS

■ By Anne Geske

8 | Profile: Allison Wierda Suttle, MD, MBA On coming home, healthcare’s future, and making the move into administration

ON FACEBOOK!

getting the most out of MED

■ A P R I L / M AY 201 8

18 | Black Hills Dermatologist Emphasizes Detection for Skin Cancer Awareness Month 20| Siouxland Shoulder Specialist on Reverse Total Shoulder Replacement Why backwards is sometimes better 21| Sanford Diabetes Trial Clears Another Hurdle Sanford’s T-Rex Study moves a step closer to rebalancing the immune system in diabetic children 22| American Hospital Association Invites Physicians to “Lead Well. Be Well. Care Well.”

New campaign helps physicians develop leadership and collaboration skills 24| Battling Worker Fatigue Recognizing and responding to fatigue could save more than money

■ By Kelly Marshall

26| Children’s, UNMC to Participate in Neonatal and Pediatric Genome Sequencing Trial

REGULAR FEATURES 4 FROM US TO YOU 12 NEWS & NOTES 30 T HE QUESTION: WHAT AREA MARKETING EXPERTS WANT YOU TO KNOW

ON THE COVER

THE SISTERS BEHIND THE SYSTEM 14 PAGE

■ By Alex Strauss At a time when gender inequities in both the public and private sectors are making headlines, one our biggest health systems continues to be run by a team of mission-minded women. They and their Catholic sisters have been offering hope and healing in the South Dakota region for more than a century.

10 | S PONSORED FEATURE:

Dakota Lions Sight & Health Takes the Pressure Off Surgeons with Advanced, Time-Saving Procedure 28 | Avoid Medical Jargon

When Talking to the Press Here’s how to talk so that reporters — and their readers — really “get” your message.

■ By Alex Strauss

31 | Upcoming Events

On the cover: The Avera System Members: Back row: Sr. Lucille Welbig, PBVM; Sr. Joan Reichelt, PBVM; Middle row: Sr. Kathleen Crowley, OSB; Sr. Debra Kolecka, OSB; Front row: Sr. May Kay Panowicz, OSB; Sr. Kathleen Bierne, PBVM

5

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Steff with Rod Carlson of Sioux Falls, winner of SME’s 2018 “Sales and Marketing Executive of the Year” Award

MED’S STEFFANIE LISTON-HOLTROP HONORED BY SIOUX FALLS’ SALES & MARKETING EXECUTIVES

M

ED’S OWN STEFFANIE LISTON-HOLTROP recently received the first-ever “Rising in Excellence” Award from Sales & Marketing Executives, Inc. of Sioux Falls.

The new award, which was presented at the 2018

SME Excellence Awards banquet, was created to recognize an individual in the South Dakota business community between 25 and 45 who is viewed as a future leader.

In a press release distributed to local media outlets, SME praised Steffanie’s “entrepreneurial spirit and desire to help others” and stated “As publisher of MED Magazine, Liston-Holtrop brings cutting edge information to healthcare providers in countless practices through print and digital stories.”

In addition to SME, Liston-Holtrop is involved with the American Heart Association, the South Dakota Association of Healthcare Marketing & Public Relations (SDAHMPR), the South Dakota Association of Healthcare Organizations (SDAHO), the South Dakota Medical Group Management Association (SDMGMA), the Sioux Falls Chamber of Commerce, and the Chamber’s Young Professionals Network.

The 2018 SME Excellence Awards banquet honored business development professional Rod Carlson with its 2018 South Dakota “Sales and Marketing Executive of the Year” Award. ❖

WEB EXTRA

Storm Clinic - 2315 W 57th Street - Sioux Falls, SD - 605.271.5277 - stormclinic.com

6

Read More

❱ S ee all the photos from

❱ L earn more about SME

the Awards banquet

MidwestMedicalEdition.com

WHEN PHYSICIANS NEED A HAND

Peer Support Program Offers Help Through Difficult Times

BY ANNE GESKE

P

HYSICIANS

are

filled with self-doubt—an

prevent highly trained physi-

the

underlying fear that I might

cians from leaving the practice

practice of medicine

make a mistake.” Dr. Drill-

over stressful events is not

carries risk, and that

Mellum now leads MMIC’s

only good for physicians and

adverse outcomes

Clinician Peer Support pro-

patients, but a smart business

can and do happen

gram, which is comprised of

move. After a claim is filed

to patients. Physicians just

a team of physicians trained

against a physician, the likeli-

don’t think they’re going to

to listen and provide emotional

hood of a subsequent claim

be a part, or cause, of them.

support to doctors and other

triples for two years. “If one

Patients have risk factors that

clinicians who have experi-

is feeling anxiety, anger and

can increase the likelihood

enced adverse events or are

shame, these things impact

of complications, and medical

facing litigation.

communication and confi-

aware

t hat

procedures have their own inherent

risks.

Physicians

“Many physicians tend

under the cloud of a lawsuit,”

know this. But when some-

when they’re feeling doubt or

explains Dr. Drill-Mellum.

thing goes wrong for patients,

anxiety their tendency is

Stress

it

to

to withdraw,” says Dr. Drill-

decrease the chances that

physicians because they care

Mellum. In the past, when

this will happen, as well as

deeply about their patients.

physicians got notice of a law-

increase physician retention and patient satisfaction.

be

devastating

introversion,

dence. Errors do increase

and

can

toward

management

can

“A physician’s work is inter-

suit through their insurance

woven into their sense of self.

company, there was a number

“We’re trying to normalize

It’s our profession, our call-

to call. But they didn’t access

what physicians are feeling,”

ing—not just a job. If we think

this program. “They feel too

says Dr. Drill-Mellum. “That’s

we played a role in harming

embarrassed and don’t ask for

number one. We help them

our patients, we question our

help—or they think asking

move from shame to embar-

value, our competency. We

for help is a sign of weakness.

rassment to self-acceptance.

might feel a profound sense of

We found we need to reach

The Clinician Peer Support

failure and grief when we’re

out to physicians, because we

program is a service where

a part of something that went

know they won’t reach out

exper ienced

wrong,” says Laurie Drill-

themselves.”

colleagues walk through these

Mellum, MD, an emergency

Now, as a matter of course

medicine physician and chief

during a claim or lawsuit,

medical officer of Constella-

physicians get a call from

tion in Minneapolis, Minne-

a trained peer. MMIC has

sota. Left unaddressed, these

received overwhelming feed-

feelings can lead to isolation,

back from physicians and

depression and dysfunctional

healthcare

communication.

alike that the program is of

Dr. Drill-Mellum knows

help

AFTER A CLAIM IS FILED AGAINST A PHYSICIAN, THE LIKELIHOOD OF A SUBSEQUENT CLAIM TRIPLES FOR TWO YEARS.

”

difficult times.” ❖

administrators

great value.

firsthand how it feels. “When I

For administrators, finding

was sued,” she says, “I was

ways to reduce errors and

April / May 2018

peers

“

Anne Geske is a healthcare freelance writer.

7

[ PROF ILE ]

Allison Wierda Suttle, MD, MBA Chief Medical Officer, Sanford Health

A

L L I S O N W I E R DA S U T T L E was a

In 2001, not long after her uncle’s funeral, Suttle

natural fit for a career in medicine. The

was hired by Sioux Valley Hospital. It was there, under

daughter of a Sioux Falls radiologist,

the tutelage of veteran OB/Gyn Bob George, MD, that

she grew up watching her father “read

she learned to see what she calls “the bigger picture”.

films in the basement of Sioux Valley Hospital.” At

“Bob George helped me to see how physicians could

18, she left South Dakota for Brown University then

have a voice and a real influence on the bigger picture

gradually worked her way back westward, earning

in healthcare,” says Suttle.

her MD at Northwestern in Chicago and staying in the city for her residency.

Suttle and her husband, Gary, an English professor at the University of Sioux Falls, have one son in middle school.

Suttle returned to school to earn her MBA at USF and, in 2011, became Sanford’s Chief Medical Informa-

“I decided on OB/Gyn because I love the OR and I

tion Officer. “When EMR came, I was one of the few

love anatomy, but I also was fascinated by the idea

physicians who actually embraced it,” says Dr. Suttle.

that hormones had such a big influence on the whole

“I couldn’t wait to have all of that information at my

body,” says Dr. Suttle. But it was a cardiac event that

fingertips. So I helped the system embrace all of the

eventually brought her back to South Dakota. During

ways in which EMR could help us with our work, in

her residency at Advocate Lutheran General Hospital,

terms of better quality healthcare, fewer errors, etc.”

Suttle learned that her uncle had died suddenly of a heart attack while hunting with her father.

After several years of balancing both her clinical practice and administrative duties, Suttle made the

“His death was very sudden and unexpected and

move into full-time administration as Sanford’s Chief

it made me ask myself ‘Where do I want to be when

Medical Officer in 2015. Today, she is part of the “quality

things like this happen?’ I decided I wanted to be

cabinet” steering Sanford in bold new directions.

home,” recalls Suttle.

“It is an amazing time to be in healthcare. I get to think big and ponder and figure out how do we move this big multifaceted organization from the fee-forservice world into the value-based world,” says Suttle.

“It’s fascinating to think about our work as physicians and how that changes. It is no longer just about what the doctor knows. We are now moving into more collaboration with patients. It has been an evolution.”

It has also been a personal evolution away from direct patient care and into administration. Although she misses her patients, Suttle says she is “always looking for the next adventure” and welcomed the change. But three years after delivering her last baby as an OB/Gyn, and on the advice of a colleague, she has also found a way to keep her hands in the physical world of healing by teaching weekly yoga classes.

“When you move into administration, you’re going from healing, helping, and touching someone every 15 minutes, to going to meetings every hour,” she says “The benefits are big but you don’t feel it for years.” ❖

WEB EXTRA

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❱ L earn more about Suttle’s work as a yoga teacher

8

❱R ead Dr. Suttle’s perspectives on using technology to improve rural health

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REGISTER NOW

23rd Annual

North Central Heart

Vascular Symposium

Friday, May 4, 2018 8 a.m. – 5 p.m.

Sioux Falls Convention Center • Sioux Falls, S.D. Learn the latest trends in the diagnosis, technology and treatment of vascular disease during this daylong symposium.

17-HHSD-9257

Call 605-322-8950 for more information or go to Avera.org/conferences and click on Events and Live Courses to register.

4520 W. 69th St. • Sioux Falls, SD 57108 • AveraHeartHospital.org

April / May 2018

9

Dakota Lions Sight & Health Takes the Pressure Off Surgeons with Advanced, Time-Saving Procedure Working in the DLSH new clean room, Lisa Kelley prepares the DMEK tissue by rinsing the graft before loading it into the Jones Tube.

A DMEK pre-load, ready for delivery to a surgeon

10

arrives for surgery, they know it is actually going to happen.

It also means that another patient would potentially be

just a few elite eye banks in the country to

able to have surgery the same day because I have more

begin offering pre-loaded corneal tissue

time.”

donor

for transplant surgery. In this new, advanced proce-

DLSH is one of just a small handful of eye banks around

dure, a DLSH lab technician removes the cornea cells

the country now offering DMEK pre-loads. The grafts are

from

Descemet

frequently used to treat a condition called Fuch’s Dys-

Membrane Endothelial Keratoplasty (DMEK) graft, and

the

tissue,

prepares

the

trophy, a hereditary degenerative disease that causes

loads it into a Straiko Modified Jones Tube for transfer

endothelial cells to die off, creating a buildup of fluid in

to the clinic.

the cornea and clouding the vision.

According to Fargo ophthalmologist Dr. Michael Green-

“When we prepare the tissue, it saves the surgeon

wood of Vance Thompson Vision, who has been using the

about 20 minutes in the OR,” says Marie Bowden, Clinical

pre-loaded tissue from DLSH for the past few months, the

Manager at DLSH. “But, just as importantly, we now hold

technique can not only cut the transplant procedure time

all the risk of doing something wrong to the tissue, such

in half but can also cut out a lot of stress–both for him and

as tearing it when trying to pre-load it. We handle corneal

for patients.

tissue for a living. This is our area of expertise, so it just

“The pre-loaded DMEK tissue lightens my stress load and allow me to be more efficient,” says Greenwood. “It

Photo courtesy DLSH.

T

HIS WINTER, DAKOTA LIONS SIGHT and Health in Sioux Falls became one of

makes sense for us to complete the preparation here, in one fell swoop.”

not only saves me a step but it also means that I don’t have

In the rare cases when something does go wrong in

to worry about the possibility of making a mistake while

preparation, DLSH can make sure that the surgeon still

I am preparing the tissue. That means that when a patient

has a pre-load when it’s needed so the patient never has to wait.

“We don’t want surgeons to have to worry or patients to have to take another day off work or be anxious any longer than is necessary,” says Bowden. “So we go out of our way to make sure they have what they need, when they need it.”

“Honestly, they make it seem as though we are ordering something off of Amazon–it’s that smooth,” says Dr. Greenwood. “I see a patient in the clinic, I tell DLSH that we need tissue, it shows up when I need it. The eye bank has been a major player in improving the ease and success of corneal transplants.” ❖

“ HONESTLY, THEY MAKE IT SEEM AS THOUGH WE ARE ORDERING SOMETHING OFF OF AMAZON– IT’S THAT SMOOTH.” —DR. MICHAEL GREENWOOD

WEB EXTRA

Read More

❱ F ind out how to request tissue from DLSH for transplant or other use

/ May M E D S PApril O N SO R E D 2018 F E AT U R E

❱R egister for the “GIfts of Sight & Health Golf Tournament” on June 22nd

❱R ead more about DLSH’s 25-year history in the region

11

Happenings around the region

News & Notes

South Dakota | Southwest Minnesota | Northwest Iowa | Northeast Nebraska

AVERA

SANFORD BENSON HSU

Avera plans to build an Addiction Care Center as part of the new Health Campus at 69th Street and Louise Avenue in Sioux Falls. This $8 million project will consist of 20,000 square feet in two one-story buildings. This main building includes space for day treatment, group dining space, and a meditation room that is respectful of all faiths. A residential building will have 32 private rooms with separate areas for men and women. Treatment will typically be 28 days long and will follow criteria recognized by the American Society of Addiction Medicine (ASAM). Avera is the first member of The Hazelden Betty Ford Foundation’s Patient Care Network— the first of its kind in the addiction treatment industry.

Construction is set to begin this summer, and the new Avera Addiction Care Center will open in mid-2019.

Five Avera hospitals in three states have been named in the Top 100 Critical Access Hospitals in the United States by the Chartis Center for Rural Health. The Avera facilities include: Avera Hand County Memorial Hospital in Miller and Milbank Area Hospital in South Dakota, Avera Holy Family Hospital in Estherville and Floyd Valley Healthcare–Avera in LeMars in Iowa, and Avera St. Anthony’s Hospital in O’Neill, Nebraska. The facilities that made the list scored in the top 100 of Critical Access Hospitals on iVantage Health Analytics’ Hospital Strength index.

12

Sioux Falls pediatrician Benson Hsu, MD, has been named one of 24 2018 Bush Fellows. The Bush Fellowship provides Fellows with up to $100,000 over 12 to 24 months to pursue learning experiences that help them develop leadership skills and attributes. A total of 751 people applied for the 2018 Bush Fellowship. The 24 Fellows were selected through a multi-stage process involving Bush Fellowship alumni, Bush Foundation staff and established regional leaders. Dr. Hsu also recently had an article on healthcare data use published in the prestigious Harvard Business Review.

Sanford Health’s success in helping patients control their hypertension has been recognized by the CDC and US Department of Health and Human Services. Health systems across the nation who helped at least 70 percent

of their adult patients lower their blood pressure in the past year were named a Million Hearts Hypertension Control Champion. Sanford Health was one of 24 systems that received this recognition, helping 88.8 percent of patients achieve blood pressure control.

CASEY NELSON Sanford pulmonary care nurse Casey Nelson, RN, was recently recognized with a DAISY Award for extraordinary nurses.

Nelson’s nomination described him as compassionate, extraordinary, respectful, empathetic, and patient.

Sanford Worthington Medical Center is one of just eight community hospitals across the nation to receive the Bernard A. Birnbaum, MD, Quality Leadership Award.

The award is given annually to academic medical centers and community hospital members that demonstrate superior performance, as measured by the Vizient Quality and Accountability Study, which has been conducted annually since 2005.

MidwestMedicalEdition.com

The Collaborative Research Center for American Indian Health will host its annual summit April 16-18 in Sioux Falls. Speakers will focus on storytelling as a way to share information and experience as it relates to Native American communities, research and innovation. The summit, now in its sixth year, provides networking opportunities and features presentations from researchers and experts in the field of Native American and rural health. For the first time, Sanford’s Center for Health Outcomes and Population Research will also present at the event. Registration is free and open to the public. [See Learning Opportunities, pg. 31]

SIOUXLAND CHRIS VAN BEEK This year’s Top 100 Great Iowa Nurses includes Chris Van Beek, a registered nurse from Mercy Home Care, who has traveled over 14,000 miles in 2017 to serve patients in Iowa, Nebraska and South Dakota in 14 counties and touched their lives over 1,600 times.

Chris began her Mercy career in 1999 as a Mercy Home Care nurse. She has been a case manager in the northern territory since that time and has been coordinating patient care in the home setting. This year, the honorees represent 42 Iowa counties and were selected from a pool of 500 individuals who were nominated by colleagues, patients, doctors, friend, and family members.

WEB EXTRA

AMY SCARMON Mercy Medical Center– Sioux City has announced the appointment of Amy Scarmon as Manager of Mercy’s Child Advocacy Center. Scarmon has been a member of the Mercy Child Advocacy Center team for the past 14 years. Prior to her promotion, Scarmon served as a forensic interviewer. She also has experience as a mental health counselor and chemical dependency counselor. Scarmon holds a BS in Psychology /Alcohol and Drug Abuse Studies and an MA in Counseling with a Certificate in Nonprofit Management.

Read More

❱ F ind the full version of each of these news items online

April / May 2018

OTHER

Maternity unit staff and physicians at Huron Regional Medical Center helped kick off the official start of a planned $3 million renovation project on the third floor of the main hospital in February. The expansion will include four new LDRP suites with amenities like whirlpool tubs and walk-in showers, a family area, larger televisions, a snack center for families, more storage, and updated decor. Renovations are expected to be finished by the end of the year.

Edgewood Memory Care in Sioux Falls is looking for teams, hole sponsors, and door prizes for a July 14 golf tournament.

The tournament will go toward the Edgewood walk team and will be donated to the South Dakota Alzheimer’s Association.

Registration forms and donations will be accepted until July 1.

For information, contact executive director Jenn Nesbitt.

Residents in the Ponca, Nebraska area will have a shorter trip for physical therapy starting in May. The CNOS clinic in Dakota Dunes will open a new rehab clinic there on Wednesday, May 2. The clinic will provide physical therapy services as a satellite clinic for CNOS. A long-time resident of Ponca, Christy Nelson, MSPT, will lead the rehab team, moving from her current position at CNOS’s Morningside and Northside Clinics in Sioux City, Iowa.

Lizz Nedved, human resources assistant at Yankton Medical Clinic, PC, has passed her Society for Human Resource Management certification exam. The SHRM-CP credential designates the recipient as a recognized expert and leader in the HR field. Nedved is past president of the Southeast South Dakota SHRM chapter.

Prairie Lakes Healthcare System is among the Top 20 Rural Community Hospitals in the nation as determined by iVantage Health Analytics. The Top 20 winners were recently announced by the National Rural Health Association (NRHA).

The determining factors for the top 20 rural community hospitals were based on eight indices: inpatient market share, outpatient market share, quality, outcomes, patient perspectives, costs, charge and financial stability. PLHS serves a ten county region in eastern South Dakota and western Minnesota including twenty outreach clinics.

MidwestMedicalEdition.com

13

• Happenings around the region

News & Notes

THE

SISTERS

BEHIND SYSTEM THE

By Alex Strauss

14

April / May 2018

14

AT

A TIME WHEN THE “ME TOO” Movement is making headlines and the nation is increasingly focused on gender inequities in business and government, one of our region’s largest health systems continues to be quietly run, as it has been for nearly two decades, by a group of extraordinary women.

Officially, the six nuns of the Benedictine and Presentation Orders (three of each) known as the

System Members are “sponsors” of Avera Health. Their job is to nurture Christian mission and values at Avera through orientation and education programs for Avera caregivers as well as through governance of the organization. In other words, no big decisions get made in this massive organization - including more than 330 healthcare facilities in 100 communities - without the input of these six women.

We recently had the opportunity to sit down with two of them and learn more about the integration of faith and management know-how that has allowed these women, both separately and together, to create, sustain, and grow successful healthcare institutions from as early as the 1800s.

Sister Mary Kay Panowicz of the Yankton Benedictines - Sacred Heart Monastery is the current chair of the System Members and is business manager of the monastery in Yankton. Sister Lucille Welbig of the Sisters of the Presentation of the Blessed Virgin Mary is a System Member and the prior chair of the group. She is vice president of the Aberdeen-based Presentation sisters and lives in Sioux Falls.

Q: How did your separate orders get involved in healthcare in the first place?

MKP: Our founder is St. Benedict, an Italian month in the 5th century. We live by the Rule of St. Benedict, one chapter of which is specifically addressed to care of the sick, so that is a foundation of our ministry, if you will.

We got into organized healthcare in this country in 1897.

That was when the sisters, who had been recruited to help work on the reservation by the bishop of Dakota Territory, started a hospital in Yankton in what had been a monastery.

LW: Our foundress, Nano Nagle, taught Catholic children in Ireland when they were forbidden to be educated and was known for ministering to the poor and sick in the evening. So that was a part of our heritage, as well. The Presentation Sisters came to Dakota Territory in 1880 to teach, but in 1901, a diphtheria epidemic broke out and they ended up turning their classroom in Aberdeen into a hospital.

The sisters were well-educated women who were willing to do the work that needed to be done.

They proved to be able administrators and nurses.

Surgical nurses circa 1906. Photo courtesy PBVM.

An unidentified nurse with Sr. Blanche Kribell in an ICU nursery, circa 1961. Photo courtesy OSB.

The Benedictines’ first hospital grew into Sacred Heart in Yankton and the first Presentation-run hospital became St. Luke’s. Eventually, the Benedictine Sisters were running hospitals in Colorado, Parkston and Tyndall, South Dakota, and Lincoln, Nebraska. They formed their own Benedictine Health System in the 1980s.

The Avera System Members: Back row: Sr. Lucille Welbig, PBVM; Sr. Joan Reichelt, PBVM Middle row: Sr. Kathleen Crowley, OSB; Sr. Debra Kolecka, OSB; Front row: Sr. May Kay Panowicz, OSB; Sr. Kathleen Bierne, PBVM

April / May 2018

15

Meanwhile, the Presentation Sisters were busy expanding their own health-

meet regularly with the President

care ministry. In 1906, the town of Mitchell, South Dakota asked the sisters to

and CEO of Avera Health. While we

run its newly-built hospital (St. Joseph’s). The group added a third facility in

no longer have as many sisters

Montana (Holy Rosary) in 1910 and, in 1911, they were invited to run the new

working in the hospitals, it is

McKennan Hospital in Sioux Falls. The Presentation System was formed in 1978.

wonderful to feel like we are

Both systems established their own nursing programs within their hospitals

reaching out beyond ourselves to

and had sisters working in the hospitals at all levels.

continue the legacy of the sisters who have come before us.

Q: What led your two orders to form Avera Health in 2000?

LW: As times changed and healthcare changed, we realized that we could do better together than we could separately. At the time, we were really competitors with each other in South Dakota. We were both doing good quality work, but we realized that, if we pooled our resources, we could both respond to the healthcare needs in the South Dakota area more effectively.

MKP: We knew that we could not continue to support all of the institutions that we had. So we had already gone through a two-year process of deciding where we could and should put our energies. Then we had discussion with the Presentation Sisters about where they were. It was really John Porter [now President and CEO of Avera Health] who helped the two orders sit down together and discuss this seriously.

Q: Your orders are very different in some important ways. The Benedictines are monastic and live in community, while the Presentations are apostolic. How is it that you were able to come together in this way?

MKP: The gospel of Jesus is what drives our ministry, which is a huge common factor that we share. Also, we both have deep commitments to rural healthcare. Although there was some overlap, for the most part the

16

pieces fit together into a nice puzzle.

I think we both could see that bringing the two systems together

Q: What do you see in the future for Avera?

would create a broader footprint

MKP: We are the premier eHealth

of services.

system in the country and we are

LW: Our shared commitment to rural healthcare was very important in bringing us together. But it took two years for us to really understand each other’s cultures and to figure out what this new health system would look like and what we could both bring to the table to form it.

going to continue to use that to reach beyond our borders, which is exciting. Telemedicine has helped us not only save money and improve the quality of care in rural areas, but it has also made it easier to recruit providers into these areas. We are also trying to do more outreach into the reservations, which goes back to what we both did early on in our

Q: Originally, the Sisters were also the hospital administrators. How do you stay connected and exert influence in a health system that now employees 17,000 people?

LW: We retain reserve powers with the nine sponsored hospitals in the Avera health system. We also appoint Sisters to serve on those boards. There are ten to twelve Presentation Sisters and the same number of Benedictine Sisters who sit on the boards of our hospitals, so we we really do have our feet on the ground and know what is going on throughout the whole footprint.

We also have mission people within all of these hospitals. We display our mission in everything we do.

histories.

LW: We don’t see ourselves merging with someone else and becoming a bigger health system because we are so focused on rural health. If we take on any more facilities, they will be within our five-state area. We see ourselves working in affiliation with other critical access hospitals within our footprint.

MKP: We will continue to look for collaboration with people in this area who are providing or want to provide quality healthcare.

It is not an exclusive club. We want to include as many people as we can to share in our mission. It’s about Christ serving the world through us. ❖

MKP: We have good people as presidents and CEOs at the helms in our facilities, so we depend a lot on them. We also attend the Avera Health board meetings and Catholic Health Association meetings to continually stay up to date. And we

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April / May 2018

17

Black Hills Dermatologist Emphasizes Detection for Skin Cancer Awareness Month “[SKIN CANCER] HITS THIS GEOGRAPHIC AREA HARDER IN PART BECAUSE OF OUR ELEVATION AND OUR SUNNY BLUE SKIES.”

A

CCORDING TO THE SKIN CANCER FOUNDATION, more people in the US are diagnosed with skin cancer each year than all other cancers combined. More than 5.4 million cases of nonmelanoma skin cancer were treated in 2012 and an estimated 178,000 cases of melanoma will

be diagnosed in the US in 2018.

Unfortunately, says Regional Health dermatologic surgeon P. Kim Phillips, MD,

residents of the Black Hills may be especially vulnerable.

“It hits this geographic area harder in part because of our elevation and our sunny blue skies,” says Dr. Phillips. “Also, many people in this region tend to have fair skin and light eyes. That, along with the leisure activities and outdoor work that goes on here, means that people here are susceptible to premature aging and skin cancers.”

As with most cancers, early detection is the key to survival and Dr. Phillips says primary care physicians play a key role in that, as do patients themselves. Total body photography and handheld dermascopes have improved diagnostic precision, but some patients, such as solid organ transplant recipients, require special diligence.

18

MidwestMedicalEdition.com

“They may start developing skin cancer about 10 years

response modifier Imiquimod and fluorouracil (5FU) are

after transplant and can actually die from their skin cancer

examples of effective topical treatments. Larger tumors

before they would die from any complications related to

or those with a high risk of recurrence may require MOHS

their transplant,” says Phillips, who

micrographic surgery, which has a

spent time with the transplant team

high cure rate and good cosmetic

at Mayo clinic during her training. “So

results.

it is especially important to be proac-

More complicated cases of basal

tive with these patients and to see

cell carcinoma may benefit from

them regularly. Primary care physi-

systemic therapies such as the

cians can help keep these patients

hedgehog

from falling through the cracks.”

vismodegib or sonidegib. Dr. Phillips

pathway

inhibitors

Although skin cancer rates

says radiation may also be used in

continue to rise, Dr. Phillips says

skin cancer treatment, though it is

there are now more effective options

not typically a first-line therapy.

for treating both melanoma and

But some of the best news is in one

nonmelanoma skin cancers.

of the most serious cancers:

“There are lots of tools in the

melanoma.

toolchest now,” she says. “The

“Twenty to twenty-five years

morphology of the tumor is very

ago, there was nothing in the tool-

important, as is the site, whether or

P. Kim Phillips

not the patient is immunocompromised,

chest to increase disease free survival,” says Phillips. “Now, we have

and whether or not it is a recurrent tumor.”

all these families of molecular therapy. We are now seeing

Among the tools in Dr. Phillips’ toochest are destruc-

what are essentially tumor vaccines. We can look at

tive therapies such as cryotherapy with liquid nitrogen

specific tumor markers and create these very targeted

or electrodesiccation and curettage (EDC). The immune

treatments.” ❖

WEB EXTRA

Read More

❱ I s there a “sunscreen gene”?

Find a link to the study on our website.

❱H ow to talk to patients about cancer: Read our discussion with a Sioux Falls oncologist

SOUTH DAKOTA MEDICAL GROUP MANAGEMENT ASSOCIATION

SPRING CONFERENCE

ERA OF CHANGE April 25-27, 2018 @ Holiday Inn Sioux Falls City Centre

Learn from local and national experts on topics of workplace violence, protecting culture and preventing harassment, courageous leadership in your professional and work life, motivating healthcare teams in an era of change, ending team drama and what we know about genetics today and how it impacts tomorrow!

For the full schedule or to register, visit our website at sdmgma.org Like us on Facebook at www.facebook.com/sdmgma Follow us on Twitter @SDMGMA

April / May 2018

19

T

SIOUXLAND SHOULDER SPECIALIST ON REVERSE TOTAL SHOULDER REPLACEMENT HERE ARE SEVENTEEN

problems, or total shoulder replace-

pioneers in shoulder diseases and

muscles in the human

ments that need revision are also not

treatments. He has also spent time

shoulder, giving a healthy

good candidates for standard total

with a number of US shoulder

shoulder

greatest

shoulder replacements. Fortunately

surgeons.

range of motion of any joint in the

for patients with these issues in the

“I think if you keep yourself open,

body.

Brian

Siouxland area, Dr. Johnson has had

you can learn something from every-

Johnson, MD, an orthopedic surgeon

great success performing reverse total

one,” says Johnson. “I have learned

at CNOS in Dakota Dunes who

shoulder replacements, which were

a lot from other people’s mistakes,

specializes in shoulder care, four

FDA approved in 2003.

so I pay very careful attention to

But,

the

according

to

of those muscles—the muscles that

The procedure reverses the ball

comprise the rotator cuff—cause

and socket of the shoulder joint,

His careful observation has paid

more problems than the other

affixing a metal ball to the socket and

off. Of the 500 reverse total shoulders

thirteen combined.

a plastic cup to the upper end of the

he has performed—about 70 of which

Johnson has become a regional

humerus. Johnson trained on the

were revisions of standard total

expert in a procedure that attempts

procedure in France where it was

shoulder replacements—there have

to get around one of the problems

developed and where it has been used

been only four dislocations, a rate of

inherent in a diseased or injured rota-

for the last 30 years. He has performed

less than one percent (compared to a

tor cuff: the fact that it is unlikely to

more than 500 reverse total shoulders

national average of 3 to 31 percent).

support a standard total shoulder

over the last 11 years.

The reverse procedure has lowered

“I wanted to see what the limita-

replacement.

the risk of complications with revision

“The rotator cuff is what holds the

tions and applications of this reverse

standard total shoulder in place,” says

procedure were,” says Johnson, who

“In France, which is a much more

Dr. Johnson.”But if you have a tear, it’s

was fellowship trained in advanced

mature market, 95 percent of shoulder

going to rock up and down and cause

shoulder reconstruction and sports

replacements are reverse total shoul-

the component to fail. It also increases

medicine in San Diego. Dr. Johnson

ders,” says Johnson. “It offers options

dislocation rates and causes pain.”

spent time in Nice and Lyons, France

for something that didn’t have options

Like those with rotator cuff prob-

learning the reverse total shoulder

and there is some evidence that it may

lems, patients with severe arthritis,

technique from Dr. Gilles Walch

even be better. So it is a rapidly evolv-

complex fractures, glenoid bone stock

and Dr. Pascal Boileau, international

ing area of shoulder science.” ❖

WEB EXTRA

surgery by 20 percent.

Read More

❱W atch a video explanation of reverse total shoulder replacement

20

positioning.”

❱R ead about the region’s new orthopedic residency program

MidwestMedicalEdition.com

[ RESE ARCH ]

Sanford Diabetes Trial Reaches Full Enrollment

I

N FEBRUARY, The Sanford Project: T-Rex Study, a Phase 2 clinical trial on diabetes in children, enrolled the last of

its 110 trial participants. The project is studying the potential of a cell therapy developed by Caladrius that uses each patient’s own regulatory T cells, or Tregs, to fight type 1 diabetes.

Kurt Griffin, MD, PhD, director of clinical trials for The Sanford Project,

Kurt Griffin

says reaching full enrollment is a

”

THE WHOLE IDEA BEHIND THIS TRIAL IS TO TRY TO FILL A GAP AND REBALANCE THE IMMUNE SYSTEM IN THESE CHILDREN.

“

WEB EXTRA

critical milestone for the project. “If

body, purified, expanded in culture,

we look at clinical trials in general,

and returned to blood circulation in an

there are many of them that never actu-

effort to slow the decline of insulin

ally fill,” Griffin told MED. “In other

production.

cases, a trial will take so long to fill that

Griffin says this trial represents

it isn’t even relevant anymore. It is still

the first time this type of autologous

a long way from having the answer, but

immune cell transplant has been tried

reaching full enrollment essentially

in diabetic children. The therapy has

tells us that we are going to get there.”

received fast track designation from

Now that the T-Rex Study trial is

the FDA, a first for any type 1 diabetes

officially full, Griffin says “the clock

intervention. If the study produces

starts ticking” toward the primary end-

positive results, the next goal will be

point, which is the last year of treatment

to expand it to include younger

for the last enrolled child.

children.

“The whole idea behind this trial is

“By the time someone shows up

to try to fill a gap and rebalance the

with high blood sugar, you have already

immune system in these children,”

killed off most of your beta cells,” says

says Dr. Griffin. Participants between

Dr. Griffin. “The immune processes

8 and 18 at 13 sites were randomized

continue to accelerate and expand. If

to either of two doses in the treatment

we can catch this earlier, the immune

arms or to placebo. For those in the

system might be more amenable to a

treatment groups, the participant’s

gentle nudge in the right direction and

own Treg cells were extracted from the

it might have better effect.” ❖

Read More

❱G o online for a list of clinical research trials currently enrolling at Sanford.

April / May 2018

21

American Hospital Association Invites Physicians to “Lead Well.

Be Well. Care Well.”

LEAD WELL Improving the health of the enterprise and forming collaborative teams to move organizations forward

T

HE ORGANIZ ATION THAT rep-

“Physicians who sign up to be part of the

resents the nation’s hospitals and

Alliance are joining a culture in which physi-

healthcare networks has launched

cians are empowered to deliver care more

a new initiative aimed at training

effectively in the face of change,” says Bhatt.

physicians to play a bigger role in shaping

“Personally, I have found the training in

the future of American healthcare.

adaptive leadership in particular to be very

The American Hospital Association’s new

helpful. It has helped me connect with things

Physician Alliance offers resources, data,

that are positive, rewire my brain, and be more

tools, and services specifically

resilient. It is something

designed to help physicians meet

I am using every day.”

three objectives—to lead well, be

BE WELL Improving the health of clinicians and building resilience

CARE WELL Prioritizing better health for patients and communities

Bhatt says Alliance

well, and care well.

resources address topics

“The relationship between

that may not have been

hospitals and physicians has never

part of a physician’s

been more important than it is now,

medical training like

when the environment is changing

workflow, conflict man-

and healthcare delivery is chang-

agement, having crucial

ing,” says internal medicine

conversations, and deal-

physician Jay Bhatt, MD, AHA’s

ing with uncertainty—all

Senior Vice President and Chief

of which can make them

Medical Officer. “Doctors need to

more effective leaders

be strategic partners with hospital

Jay Bhatt

leadership in order to chart a better future.”

within their care teams.

“As healthcare delivery changes from fee-for-serve

A third of America’s physicians are now

to a value-based system, it is incredibly

employed. Bhatt says the Physician Alliance

important to have physicians shaping the

is designed to help these doctors work more

future along with administrative leadership,”

effectively within their hospitals and health

says Dr. Bhatt. “You don’t want to let external

systems by providing them with podcasts,

factors shape you and how you do the things

webinars, issue briefs, toolkits, and unique

that drew you to medicine in the first place.”

immersion experiences. Alliance members

Tools and resources are available for

will also be able to participate in dedicated

senior physicians leaders in AHA-member

educational tracks at AHA flagship meetings

institutions as well as frontline employed

and be a part of a community of like-minded

physicians. ❖

peers.

WEB EXTRA

Read More

❱ F ind out how to join the AHA Physician Alliance

❱R ead the AHA’s fact sheet on physician burnout and resilience

22

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April / May 2018

23

Battling Worker Fatigue

By Kelly Marshall

“

Y

OU LOOK TIRED.” Everyone

those sleeping less than seven hours a night

knows this is never a compliment.

experience a significantly higher risk of injury

But did you also realize it can be

than those who sleep more than seven hours

an actual danger to yourself and

on a regular basis 3.

others in your workplace? While fatigue is

It is estimated that fatigued worker

not the same thing as general sleepiness,

productivity can cost employers between

ongoing lack of quality sleep can increase

$1,200 to $3,100 annually per employee 4.

the risk of fatigue. Additionally, shift work,

In addition to direct costs, employers may

workload, monotonous tasks, and other

experience the indirect costs of additional

environmental factors can also increase

medical conditions that plague the fatigued:

one’s risk of fatigue in the workplace.

diabetes, hypertension, cardiovascular

So what’s the big deal? Consider these

disease, and obesity, to name a few.

historical incidents as you ponder this ques-

Shift workers, especially those working

tion: Chernobyl, the Exxon Valdez oil spill,

night or rotating shifts, can be at a higher risk

and the Space Shuttle Challenger explosion1.

for fatigue as both the duration and timing

Worker fatigue played a role in each of these

of their sleep is likely to be affected. Sleep

historical disasters. Fatigued employees are

loss can actually mimic alcohol intoxica-

nearly three times as likely to be involved

tion. Environmental conditions can be a

in a workplace accident 2. It’s estimated that

factor, as well. Environmental causes such

up to 13% of workplace injuries could be

as temperature, lighting, and noise can all

attributed to fatigue 3. Increased fatigue

contribute to fatigue.

increases the risk of errors in judgment, slows

So what can you do? Most importantly,

reaction time, and decreases productivity

raise awareness. A recent survey shows that

and work performance3.

only 20% of employees understand fatigue 3.

As hours of sleep decrease, workplace

Provide employees with the education and

injury rates increase. Research shows that

resources they need to recognize signs of

$1,200 TO $3,100 ESTIMATED ANNUAL FATIGUED WORKER PRODUCTIVITY COST PER EMPLOYEE

Resources: Kelly Marshall, OT 1 Employee Health and Safety. (2002). Severe impact of fatigue in the workplace examined. is a Job Analysis and Retrieved from http://www.ehstoday.com/news/ehs_imp_35340 Ergonomics Specialist 2 A fundamental way to reduce fatigue & workplace accidents. (n.d.). Retrieved from with RAS. https://www.fusionhealth.com/health-and-safety/fatigue-workplace-accidents/ 3 Fatigue in the workplace: Causes & consequences of employee fatigue. (2017).

Retrieved from http://www.nsc.org/Fatigue%20Documents/Fatigue-Survey-Report.pdf 4 Fatigue – you’re more than just tired. (n.d.). Retrieved from http://www.nsc.org/learn/NSC-Initiatives/Pages/Fatigue.aspx 5 Lerman, S. Eskin, E., Flower, D., George, E., Gerson, B., Hartenbaum, N., Hursh, S., & Moore-Ede, M. (2012). ACOEM presidential task force on fatigue risk management. Journal of Occupational and Environmental Medicine, 54(2), 231-258.

24

MidwestMedicalEdition.com

WATCH OUT FOR:

• Increased errors in judgment • Memory lapses • Microsleeps; drooping eyes and nodding heads • Difficulty concentrating or focusing • Slowed reaction time • Irritability • Reduced ability to handle stress on the job • Increased sick days or absenteeism

fatigue in themselves and their colleagues. Include

opportunity for an appropriate amount of turn-

fatigue education in safety talks, memos, and

around time between shifts whenever possible.

posters in your workplace.

Implement a Fatigue Risk Management System

Allow for flexible scheduling and breaks when-

(FRMS) 5. This may include workplace fatigue

ever possible, especially for those working high-risk

assessment, investigation, and follow-up. By

shifts, hours, or jobs. Employees with long com-

including fatigue in your accident and incident

mutes may also be at increased risk for workplace

reporting, you gain additional opportunities to

fatigue. Assure that these employees have the

identify fatigue risk within your organization. ❖

WEB EXTRA

Read More

❱H ow to communicate more effectively with an injured or ill employee

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April / May 2018

25

“Genetics is changing the paradigm for the treatment of newborns,” says Dr. Brunelli. “In the next 10 years, we will see a dramatic shift in the implementation of precision neonatal medicine, coupled with improvements in areas such as ventilation, nutrition and pharmacogenomics.”

Children’s, UNMC to Participate in Neonatal and Pediatric Genome Sequencing Trial

C

Children’s is home to a Level IV Regional NICU, the most advanced level of neonatal care available.

“We are the only site in the Midwest for this exciting trial,” says Dr. Brunelli.

“I am confident this will make a difference and allow us to improve healthcare for newborns here in Omaha and throughout the region.”

The Department of Genetic Medi-

HILDREN’S HOSPITAL & Medical Center and the University of

cine at the Munroe-Meyer Institute

Nebraska Medical Center (UNMC) will take part in one of the

(MMI), the PICU at Children’s, and the

nation’s first large-scale trials of clinical whole-genome sequenc-

Bioinformatics and Systems Biology

ing (cWGS) in the neonatal and pediatric intensive care unit (NICU

Core Facility in the Department of

and PICU) environments. The primary aim of the study is to evaluate

Genetics, Cell Biology and Anatomy

whether the clinical management of acutely ill newborns suspected of

at UNMC also will be involved in this

having a genetic condition is altered with cWGS.

study.

Whole-genome sequencing is the most comprehensive method for ana-

“In the NICU, babies are waiting

lyzing the genome, which has been instrumental in identifying inherited

for physicians to make the right deci-

disorders, characterizing the mutations that drive cancer

sions, and time is of the

progression, and tracking disease outbreaks.

essence,” says collaborator

Clinical WGS is a relatively new technology and still not widely

Babu Guda, PhD, Chief Bio-

available; it allows the interpretation of the complete genetic

informatics and Research

information of an individual within one to two weeks instead of

Computing Officer at UNMC.

the usual three months that is currently required for these test

“So if you can reduce the

results to be returned, according to Luca Brunelli, MD, PhD, Chil-

time from days to hours,

dren’s Specialty Physicians,Division Chief of Neonatology at

that is the key. Right now,

Children’s and an associate professor of Pediatrics–Neonatology,

the time lapse from collect-

and Genetics, Cell Biology and Anatomy in the UNMC College of

ing the sample to getting the

Medicine.

WEB EXTRA

Luca Brunelli

genetic

information

is

Read More

❱ L earn more about Dr. Brunelli’s local collaborators in the extended version of this article on our website.

26

MidwestMedicalEdition.com

MEDAd2018_RAS_Layout 1 3/22/2018 3:25 PM Page 1

“

IN THE NICU, BABIES ARE WAITING FOR PHYSICIANS TO MAKE THE RIGHT DECISIONS . . .

IF YOU CAN REDUCE THE TIME FROM DAYS TO HOURS, THAT IS THE KEY.

�

approximately three months. Our goal is to reduce these months to days, and that is the main technological highlight of this project.�

Moreover, Dr. Guda pointed out that Children’s and UNMC already have several pieces in place, from

Applying a Human Factors and Occupational Health Philosophy to Risk Management.

Highly Trained Team of Specialists with Expertise in: Human Factors Engineering & Ergonomics Government Compliance and Regulation Industrial Hygiene Industrial Safety Occupational Therapy Psychology

a Clinical Laboratory Improvement Amendments (CLIA)-certified lab at MMI for sequencing to a robust bioinformatics infrastructure to rapidly analyze the data needed to institute the technology on a per-

Workers’ Compensation.

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manent basis following the trial. â?–

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 ­ 605.334.1930 6301 S. Minnesota Ave., Suite 300 www.plasticsurgerysiouxfalls.com April / May 2018

27

Avoid Medical Jargon When Talking to the Press

By Alex Strauss

B

EING

interviewed

Equally concerning is the fact

Having a camera or microphone

by a member of the

that industry jargon may be unfamil-

in your face or a reporter frantically

media can be both

iar to the reporter. This is a problem

typing over the phone line can make

exciting and a little

because you need that reporter to

it seem like the time to be at your

intimidating – especially for those

clearly understand you so that he or

most scientifically eloquent. Resist

who don’t do it often. How do you

she can accurately convey your mean-

the temptation! Remember, your goal

make the most of your opportunity

ing to an audience.

is to make things clear and simple –

to promote your practice, boost

If in doubt, don’t risk it. When you

for the reporter as well as the audience.

your brand, and educate the public?

are tempted to use a medical term or

Slow down, repeat, rephrase. This is

For starters, make sure you’re

research jargon, dumb it down. And

not a medical conference.

understood.

don’t worry about being too simplis-

If you want to be quoted . . . or

Remember: When you talk to the

tic. Reporters are taught to write for

quoted again . . . or called back . . . use

media, you are not talking to your

a third to fifth grade audience and

as much ordinary language as possi-

colleagues (unless you are talking

your goal is to make this task as easy

ble. Reporters will love you for it.

to MED). You are not talking to the

as possible for them.

ANALOGIES AND VISUAL AIDES

reporter. You are not even talking to

Think of your oldest, youngest, or

a room full of patients. You are talking

most-confused client or patient and

Especially if a concept is likely to be

to one single patient. And it’s best to

speak to that person. Here are some

tough to grasp or unfamiliar, try to

assume that the patient to whom you

examples of medical jargon and

paint a picture with your words. Say

are talking is also pretty unsophisti-

abbreviations along with plain

things like “Imagine two metal plates

cated. If it doubt, always err on the

language (read, more press-friendly)

rubbing together. . . .” or “weak like a

side of simplicity.

alternatives:

balloon that has been overinflated”.

NO ONE KNOWS THE WORD ‘EDEMA’

ABRASION = scrape, scratch BIOPSY = tissue sample

Of course, some people obviously

BLOOD GLUCOSE = blood sugar

know the meaning of the word

EDEMA = swelling

“edema”, but it may be fewer people

EXCISE = remove

than you realize. It is vital to keep in mind, especially if you are new to

HYPERTENSION = high blood pressure

working with the press, that words

LACERATION = cut, tear

that may be part of your daily lexicon

PALPATE = feel

are likely to be totally unfamiliar to your audience.

Original analogies are even better.

Whatever it takes to make the point clear.

If you typically use hand gestures, models or pictures to illustrate a point for patients in the office, consider offering to do the same for the reporter. During your interview, take a cue from media darling Deepak Chopra, MD, and speak slowly, over enunciate, and pause often. And if in doubt, stop and simply ask the reporter if he or she understands your meaning.

TAKE HOME MESSAGE: Reporters and patients want to work with people who speak in terms they can understand. Use your interview to demonstrate that you are that person. ❖

28

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April / May 2018

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29

[ T HE Q UE S T IO N ]

Best Practices in PR & Communications If you are a busy clinician, we are betting that you rarely have a chance to sit down with someone in your marketing department and discuss best practices regarding PR and communication in the digital age. So MED did it for you!

Here are what some of the area’s top marketing experts want you to know.

SIGRID WALD —Avera St. Mary’s Hospital Great storytelling is attention-grabbing and inspires action. Patient stories, in particular, have the potential to influence how people approach healthcare. Share your success stories with your marketing department and make time for media interviews. These steps will position you as a thought leader in your industry and could encourage someone to seek care when they need it most.

CHERYL HAVERMANN —Yankton Medical Clinic Social listening is critical to be aware of what is being said about you or your clinic, as well as responding to posts and reviews in a timely manner.

Reaching out to take a negative conversation offline will demonstrate that you are hearing what is being said and offering to listen, in private, to not fuel the online flames.

MADISON ZIMMERMAN-DUSEK — Rapid City Medical Center With 93% of healthcare decisions made based on word of mouth, reputation management is key. Investing in a reputation management software was worth it to us. Also, engaging with happy and longtime patients encouraging them to leave reviews, which can help to flood out any negative reviews.

Positive reviews also help with search engine optimization.

LINDSEY MEYERS —Avera Health Marketing is moving in a digital direction. Physicians who have room for new patients should have a profile video and a head shot that’s within the last few years on their website. More patients are choosing a physician online, and this will help people understand what makes you unique.

JENNIFER BENDER —Prairie Lakes Healthcare When some physicians hear ‘marketing’ they think ‘advertising’. However marketing is a process. As a marketer, I endeavor to understand our prospective and current patients and support them with access to resources and suggested steps in their health and wellness journey. Marketers and physicians can be efficient partners in accomplishing these patient centric goals and improving our community’s health.

SARAH FULLER —Regional Health Marketing professionals want to have comprehensive understanding of a provider’s practice and to work together as collaborative partners. I believe that builds a trusting relationship that allows for fluid conversation and streamlined execution of marketing campaigns and tactics.

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April, May, June, July

Upcoming Events APRIL 11

MAY 4

JUNE 21

26th Annual Avera McKennan Trauma Symposium

23rd Annual North Central Heart Vascular Symposium

Location: SF Convention Center

Location: SF Convention Center

South Dakota Association Healthcare for Marketing and Public Relations (SDAHMPR) Summer Conference

Information & registration:

Information & registration:

Location: Holiday Inn City Centre, SF

averacontinuingeducation@avera.org

averacontinuingeducation@avera.org

Information:

Phone: 605-322-8950

Phone: 605-322-8950

Jennifer.bender@prairielakes.com

APRIL 16–18

MAY 9

JUNE 22

CRCAIH Research Summit on Native & Rural Health

Location: UnityPoint Health–

DLSH 20th Annual “Gifts of Sight & Health” Golf Tournament

8:00 am–4:00 pm

8:00 am–5:00 pm

Location: Sanford Center, Sioux Falls Registration: crcaih.org/summit.html

8:00 am–5:00 pm

44th Annual Perinatal Conference St. Luke’s Auditorium Information: 712-279-3500

1:00 pm

Location: Prairie Green Golf Course, SF Registration: dakotasight.org/event/

APRIL 20 Edith Sanford Breast Center Symposium Location: Sanford Center, Dakota Room Registration: sanfordhealth.org, keyword: Edith Symposium

APRIL 21

6:00 pm–9:00 pm American Cancer Society Magic of Hope Benefit Event Location: SF Convention Center Information: stacey.kracht@cancer.org Tickets: acsmagicofhope.com

APRIL 27

8:20 am–4:30 pm Avera McKennan Diabetes Conference Location: Hilton Garden Inn Downtown Information & registration: averacontinuingeducation@avera.org Phone: 605-322-8950

MAY 16

golf-tournament

8:30 am–4:00 pm Avera Caring Professionals Conference Location: SF Convention Center Information & registration: averacontinuingeducation@avera.org, Phone: 605-322-8950

JUNE 29 10:00 am

Edgewood Senior Living 4-Person Golf Scramble Location: Lenkota Golf Course, Lennox, SD Information:

JUNE 7–8

3:30 pm, Thursday 4:15 pm, Friday Avera Orthopedics and Sports Medicine Symposium Location: Sioux Falls Information & registration: averacontinuingeducation@avera.org Phone: 605-322-8950

edgewoodseniorliving.com Phone: 605-367-9570

JULY 20

8:00 am–4:00 pm 20th Annual Missouri Valley Symposium Location: ASHH Professional Offices Pavilion, Yankton, SD Information: YanktonMedicalClinic.com/MVS Phone: 605-665-6933

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