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REWARDING EXCELLENCE TELEVISIONWEEK April 13, 2009 13 AHCJ AWARD WINNERS INCLUDE ‘NEWSHOUR,’ RLTV, AL JAZEERA. FULL LIST, PAGE 20 SPECIAL SECTION INSIDE

Feeling the Pain NewsproTHE STATE OF TV The economy’s troubles finally are taking their toll on health care . Page 14

Q&A: On the Horizon AHCJ Executive Director Len Bruzzese sees health care reform HEALTH CARE as this year’s major issue. Page 14 Helping Underserved A Health Journalism panel will address how to ID and improve UNDER areas that need doctors. Page 24 Comprehending Reform The Obama administration THE promises health care reform, and journalists must explain what that means to the public. Page 26 Q&A: Broad Perspective CBS’ Dr. Jon LaPook draws on his medical Despite Increased Interest in Medical Issues, practice to KNIFE supplement his Media Outlets Are Cutting Health Care Coverage broadcast expertise. Page 26 By Debra Kaufman Special to TelevisionWeek Miracle Babies? The bad economy has been a double whammy for journalists: Not only have the What started as a heart-warming funds in their 401(k)s disappeared, but so have the media outlets they work for. story became one of the biggest At first, health care journalists seemed impervious to the axes falling in media “gets” of the year. Page 27 organizations. “With regard to layoffs, health care journalism lagged behind some Online Draw other areas in journalism because the topic is of great interest to Where do laid- PhRMA’s Web series “Sharing off health care viewers,” said Trudy Lieberman, president of the Association of Miracles” is gaining a global journalists go? Health Care Journalists and director of the health and medicine audience. Page 29 Page 18 reporting program at the Graduate School of Journalism at City University of New York. Don’t Rely on Web “But many are losing their jobs now,” she continued. “Health journalism is now The Internet offers assistance with caught up in it. I think our business is in big trouble.” research, but shouldn’t be a A March report to the Kaiser Family Foundation, “The State of Health Care Jour- ’s only tool. Page 30 nalism” by Gary Schwitzer, associate professor at the University of Minnesota School of Journalism and Mass Communication, reveals the extent of the damage. The report was based on a review of published research on health journalism and a survey of almost 260 AHCJ members conducted by KFF and AHCJ, as well as Mr. Schwitzer’s one-on-one interviews with more than 50 journalists who work (or worked) for TV stations, , radio, magazines or Web sites. Mr. Schwitzer reported that the average length of TV news pieces is dropping below 45 seconds. Nine out of 10 journalists said bottom-line pressure is “seriously Dramatic Cures hurting the quality of health news coverage” and 39% said it was very likely or some- Local stations use “House’s” cases what likely their position would be eliminated in the next three years. as jumping-off point to real-life medical stories. Page 31 At the same time, the report also showed that the news hole for TV health jour- nalism—between 7% and 11% of airtime—has remained stable over the last 10 Groundbreakers years. In fact, twice as many journalists (38%) said the amount of health coverage Network newsmagazines devote had increased as said it had gone down (18%). resources to in-depth reporting of The seeming contradiction can be explained by the fact that many TV stations health-related stories. Page 32 and newspapers are getting content from wire services and subscription services, such as Ivanhoe, and Medstar Television. Communication Is Key “At the same time, journalists now have to produce a lot more content, which NAMC helps medical professionals means fewer in-depth stories are being produced,” Mr. Schwitzer said. “There’s greater hone their skills to get message pressure from advertisers and PR firms. There’s no denying I heard a great deal of across to patients, viewers. Page 33 unhappiness in health care journalists among all media across the country.” Continued on Page 19 TW MAIN 04-13-09 A 14 TVWEEK 4/9/2009 2:48 PM Page 1

14 April 13, 2009 TELEVISIONWEEK NEWSPRO

THEY AIM TO PLEASE At Health Journalism 2008, Health & Human Services Secretary Michael Leavitt, right, announced the addition of patient satisfaction data to Medi- care’s Hospital Compare Web site.

Len Bruzzese Q&A FOLLOW THE MONEY Costs, Reforms Key Issues in Health Arena

Veteran journalist Len Bruzzese, executive director of the Association of Health Care Journalism and its Center for Excellence in Health Care FEELING THE Journalism, has been at the organization’s helm since 2005. An associate professor at Dennis Quaid spoke at last the Missouri School of Jour- year’s event about his personal nalism, he worked with the experience with medical errors. school’s dean, R. Dean Mills, to relocate the AHCJ offices to hurt, but we’ve been very fortunate the University of Missouri’s ECONOMIC PINCH and we hope that it stays that way.” Columbia, Mo., campus. In Anxious Attendees year ago because of lay- For many, AHCJ’s annual confer- anticipation of the upcoming HEALTH CARE offs, newspapers collapsing and ence comes at just the right time, Ms. AHCJ conference in Seattle, Will Find Useful Job media across the board Lieberman said. “Our con- Mr. Bruzzese spoke with Tele- JOURNALISM 2009 feeling the crunch. ference is going to be vision Week special correspon- Tools, Services What: Annual conference of the “A year ago, the econ- geared toward some of dent Allison J. Waldman about By Allison J.Waldman Association of Health Care omy wasn’t an issue at those issues. A lot of a myriad of issues involving Special to TelevisionWeek Journalists all,” Ms. Lieberman said. reporters have lost their health care journalism and “I think our members are scared. Where: Seattle “It does feel different jobs and they are seeking what’s in store for those I think journalists everywhere are When: April 16-19 [now] and AHCJ has other occupations, but the attending the conference. scared,” said Trudy Lieberman, pres- Hosted by: University of been fortunate because need for great healthcare ident of the Association of Health Washington/Health Sciences- we have not been too reporting is still there.” TelevisionWeek: What are the Care Journalists’ board of directors, UW Medicine and Seattle hurt in this downturn. She believes panels at hot-button issues health care speaking candidly about the current Children’s Hospital Membership is still up the conference on topics journalists across all media are TRUDY LIEBERMAN economic straits facing news pros Details: healthjournalism.org and we’re still able to such as learning multime- going after today? AHCJ board president on the health beat. provide lots of services to dia tools—social network- Len Bruzzese: Many of the As AHCJ members prepare to for April 16-19 in Seattle, the mood is our members. A number of other ing, blogging your beat, getting and Continued on Page 16 gather for Health Journalism 2009, set decidedly more anxious than it was a journalism organizations have been Continued on Page 16

Children’s There is only one for media-friendly experts on children’s health. Visit ExpertLink for: Health 500 pediatric experts and researchers representing 40 subspecialties Authorities on asthma, obesity, vaccine safety and other hot topics Is Not Spokespeople fl uent in Spanish, Chinese, German, French, Greek and more Parents rely on our experts for their children’s health care. You can rely on our Child’s experts for your health care story. Child Play Health ChildrensHospitals.net/ExpertLink ExpertLink A MEDIA RESOURCE Photo by Dan Smith, Nationwide Children’s Hospital, Columbus, OH Project1 4/8/09 11:23 AM Page 1 TW MAIN 04-13-09 A 16 TVWEEK 4/9/2009 2:52 PM Page 1

16 April 13, 2009 TELEVISIONWEEK NEWSPRO

TALKING TOUGH Elizabeth Edwards last year urged on a story or help in understanding attendees to make sure the BRUZZESE a health topic and get quick feed- presidential candidates back. And it’s easy to overlook, but were telling the truth about Continued from Page 14 as an association, we feel it’s impor- their health care plans. same hot-button issues remain— tant to stand up for journalists’ health care quality and patient safe- rights—and the public’s rights— ty, for example—but some issues are when it comes to First Amendment increasing in importance this year. issues and open access to public System reform is obviously the most records. We can often bring a higher high-profile. Insurance matters, profile—or louder voice—to those affordability and health care as a issues. local economy story are grabbing more attention. The importance of TVWeek: How do the changes in health as a money story is becoming Washington, in particular the elec- more obvious. tion of President Obama, affect the stories being reported on the health TVWeek: What are the kinds of care beat? services that the AHCJ offers to Mr. Bruzzese: Of course, the media pros to help them do their biggest effect of a new administra- jobs? tion is the renewed drive for health Mr. Bruzzese: First of all, we system reform. That will be one of pride ourselves on offering a “pro- the biggest stories for the country fessional home” for journalists over the next several years. That focused on health matters. That means many more reporters are means a concentrated community going to need to understand the of fellow pros willing to assist their intricacies of health care, health colleagues in understanding cer- insurance, health-related business- order to figure out who is giving you based system and sever the link tain issues, in finding new sources, es, etc. There are billions of dollars the right information and who is try- between health insurers and employ- in asking the right questions. at stake, and news consumers will PINCH ing to lead you astray, you’ve got to be ers,” Ms. Lieberman said. “It’s a point be looking for news sources they Continued from Page 14 able to look at the numbers. Every of view that’s not overly popular and TVWeek: What does AHCJ do trust to explain it all to them. We using audio for Web reports, free year we offer basic courses in statis- it’s not getting a lot of attention. This is specifically? also recently sent a letter to Presi- online tools for better storytelling— tics and how to understand medical an attempt to make available to our Mr. Bruzzese: We hold training dent Obama urging him, and his will be as valuable as the myriad of studies, skills that should be taught in members that there are many other events and offer educational fellow- administration, to improve inter- health and medical stories that atten- journalism schools but aren’t. points of view out there. I think he will ships that allow journalists at any view access within federal agen- dees can take home to report. “To be a good journalist, you can’t be really interesting and provocative.” level to continue learning and cies. He has inherited policies that “I would include health reform just regurgitate what an expert says growing. We have a resource-rich make it difficult for reporters to talk and the health IT issue at the top of just because he’s an expert,” Mr. “We try to help Web site packed with tip sheets, directly with agency officials and that pile,” Ms. Lieberman said. “Eval- Holtz added. “We try to help our reporter guides, source links, experts without prior approval. uating medical technology is not a members learn the lingo of health our members award-winning stories and tons We’d like to see some logic brought new issue. The U.S. has tried before, and medicine and medical research learn the lingo of more. We introduced a a few to bear in this area. but it’s very political and fraught with and business, so they can stand up to months back that allows journalists a lot of issues and interest groups. sources and ask the right questions.” health and … to check in daily for story ideas, TVWeek: How are health care That’s imperative for our members to Among the speakers scheduled member news and industry hap- journalists adapting their reporting understand.” for Health Journalism 2009 is Tony medical research penings. We have a very popular to TV and Web broadcasting? Some AHCJ members are attend- Award-winning playwright and per- and business.” list-serv where reporters on dead- Mr. Bruzzese: Along with former Sarah Jones (“Bridge and Tun- line can send out an SOS for help reporters from all media starting to ing the conference in hopes of find- Andrew Holtz, AHCJ board member ing new jobs, while oth- nel”). In her opening ers are there to hone address, “Right to Care,” Uwe E. Reinhardt, Ph.D., James their skills. “Some are she takes on the multicul- Madison Professor of Political Econo- coming to network; some tural and class compo- my and Professor of Economics and are coming to maybe talk nents of the U.S. health Public Affairs, Princeton University, is to speakers and panelists care system. going to be the keynote speaker. “He’s about job opportunities. “She does a one- always a great speaker and very fun- It will still be several hun- woman show, and she’s ny, sort of like the old sage of health dred people and it will be going to present a pro- care reporting. He was around in the very robust. Some gen- gram about health care. I Clinton era and I think he’ll definitely uinely want to improve haven’t seen it, but I be a highlight,” Ms. Lieberman said. their skills,” she said. ANDREW HOLTZ expect it to be about AHCJ members who are either “Giving our members AHCJ board member whatever the health care out of work or fear that they may be some basic skills is a issues are at that looking for a job in the months ahead major thing,” explained AHCJ board moment,” Ms. Lieberman said. will be eager to explore the freelance member Andrew Holtz. “The health Politics will be on the agenda when pitchfest, at which they can sit down TACKLING ISSUES President beat is different because you have to Sen. Ron Wyden, D-Ore., speaks. “He and discuss ideas one-on-one with Obama delivered the opening have a solid grounding in statistics has his own bill in Congress that editors from magazines, newspapers remarks at March 5’s White

■ Syndication / Rapport Trippett Robert just to do day-to-day coverage. In would do away with the employer- and Web sites. House Forum on Health Reform. TW MAIN 04-13-09 A 17 TVWEEK 4/9/2009 2:53 PM Page 1

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carry video cameras with them, Mr. Bruzzese: Our conference we’re seeing an increased use of in Seattle offers access to a lot of social media tools to communi- regional strengths: technology, cate in different formats and to global health efforts and cut- different audiences. More ting-edge research. There will reporters have health-related be much more interest in health ; some are Twittering. reform, of course, and the need Although the pain at newspa- to understand costs and eco- pers draws a great deal of atten- nomics. But we will also talk tion, and deservedly so, journal- about how the shrinking world ists at TV and radio stations face means health issues on the oth- similar threats as advertising rev- er side of the planet can lead to enues decline. As journalists in consequences locally in a very all media are asked to do more short time frame. with less (including less time to study and research complex TVWeek: One of the high health issues), the training, col- points of every year’s conference is laboration and online resources the field trips … of the sort offered by AHCJ Mr. Bruzzese: We’re excited ON LOCATION This year’s become even more vital to pre- about all of the field trip stops Health Journalism conference serving active and effective local this year. Our only frustration is will be centered at the Grand news coverage. that there were many more pos- Hyatt Hotel in Seattle. In all media, the bottom-line sibilities that we couldn’t fit into place, especially in more rural or potential battlefield or even pressures increase the tempta- the schedule. One of the keys for far-flung places around the space travel use. And something tion to rely on news releases, us is finding work being done world. A field trip stop will new for us this year: an up-close ing more journalists are starting news aggregators and content that will allow reporters to say, “I include pediatric specialists con- look at neighborhoods that lead to see the need and advantage of syndicators that may have ties to first saw this on an AHCJ field ducting a remote—virtual— to disease and at those that pro- investing in themselves. Free- the health care industry. By trip.” examination and consultation. mote health. How social deter- lancers have long known, if they offering independent analysis We’ve seen many things over Another tour will highlight work minants of place can make a dif- don’t put aside some training and background of hot topics, as the past years that were new, but being done to fight malaria by ference in some amazing yet money each year for themselves, well as providing a list-serv and then appeared (or started grow- exposing test subjects to vac- simple ways. they will never get training other ways for members to share ing) everywhere. Reporters often cine-carrying mosquitoes. And opportunities. They know those tips and advice, AHCJ helps sus- have a leg up by having seen this while we’re all becoming more TVWeek: How has the tough small investments give them a tain high professional standards innovation or research on a field familiar with surgical robots, our economy affected this year’s AHCJ leg up on the competition. More through difficult times. trip and then can communicate field trippers will see a next- conference? mainstream media-employed it better to their own communi- wave portable robot that can be Mr. Bruzzese: We know it will journalists need to start thinking TVWeek: What are your expec- ties when it appears there. controlled by surgeons over the be harder for some reporters to that way, too. Sometimes you tations for the upcoming confer- We’re going to see more and Internet thousands of miles attend this year because of news- have to make the opportunities ence in Seattle? more telemedicine efforts taking away from the patient, offering room economics, but we’re hop- yourself. ■ TW MAIN 04-13-09 A 18 TVWEEK 4/9/2009 2:57 PM Page 1

18 April 13, 2009 TELEVISIONWEEK NEWSPRO LOSING VOICE OF

HARD TIMES The EXPERIENCE journalists responsible for the WSJ Health Blog and Layoffs Make It Harder to Cover Health Care Accurately, Thoroughly the Pharmalot blog both have left their positions By Debra Kaufman respected health care journalist, online,” said Gary Schwitzer, asso- recently due to the Special to TelevisionWeek Ed Silverman, who, after writing ciate professor at the University of difficulties confronting On March 23, the Wall Street full-time for the New Jersey Star Minnesota School of Journalism newspapers. Journal’s Scott A. Hensley, editor Ledger’s Pharmalot blog for two and author of the Schwitzer of the well-regarded WSJ Health years, accepted his employer’s Health News Blog. “And now Blog, reported that he was leaving offer of a buyout in January. they’re both gone; I don’t know the paper and the blog. The veter- The loss of two veteran health what to tell students.” an health care reporter had been care journalists who had made The irony is that, although at the Journal since 2000, and seemingly successful careers in health care and medicine contin- fewer people in the newsroom layoff, because someone else can switched to the WSJ Health new media rippled through the ue to be hot topics, TV stations doing the work,” said former CNN absorb that job.” Care Blog when it launched in industry. “A couple of weeks ago, I and newspapers are cutting the medical reporter and AHCJ board Of the laid-off TV journalists she March 2007. pointed my students to Scott and professional journalists responsi- member Andrew Holtz. “The sta- does know, they are “still trying to His layoff followed on the heels Ed as role models for the future ble for delivering that news. tions are trying to satisfy ever- find other employment in TV,” she of the departure of another because they were thriving “The cutbacks mean there are growing demand with fewer bod- said, adding, “They’re not ready to ies and less experienced bodies, give up and try to reinvent them- which means more opportunity selves. Some of them have agents, for errors, misunderstanding and and the agents send us their DVD [PR spin].” and contact me to find if there are Layoffs for TV journalists spe- opportunities out there. But there cializing in health care topics are aren’t, which makes it tough.” nothing new. As stations have trimmed staff over the last few Problems of Print years, often the specialized jour- Health care journalists current- nalist is the first to go. Stations fill ly most in danger of losing their the hole with a less experienced jobs are those in print, said AHJC reporter doing double duty, a sub- President Trudy Lieberman, who scription service or a version of is also director of the health and rip-and-read. medicine reporting program at the Nobody knows that better than Graduate School of Journalism at Ellen Durckel, who was the med- City University of New York. “Print ical producer for eight years for always attracted more health care KHOU-TV, the CBS affiliate in reporters to the beat,” she said. “I Houston. For the station’s “Focus think you’ll find that more print on Health” segments, people are looking for Ms. Durckel found local jobs and fewer in TV. neonatologist Dr. Karen But that’s reflective of Johnson to host. “I the fact that there came up with the ideas, weren’t that many researched them, pre- [health care reporters pared the scripts, in TV] to begin with.” scheduled the shooting In addition to Mr. and screened hundreds Hensley and Mr. Silver- and hundreds of calls,” man, Julius Karash, a Ms. Durckel said. The ELLEN DURCKEL health care reporter on two-minute reports ran Freelance producer the business desk at the three times a week. Kansas City Star, and After producing 1,000 of them, Barbara Feder Ostrov, who cov- she got the ax. Since then she has ered the medical and health care become a freelance producer, and beat for the San Jose Mercury has worked for NBCNews.com, News for eight years, both lost “Inside Edition” and other nation- their jobs. Ms. Feder Ostrov was al shows. “The network assign- laid off in March 2008 when she ments have been very interesting,” was four months pregnant; Mr. said Ms. Durckel, who reported Karash was laid off in June. that her income has more than Since then, Mr. Karash has halved since she began freelanc- been freelancing for the Kansas ing. “But I do very little health care City Star as well as other publica- coverage.” tions. He had a brief temporary At the consulting and research job with the Kansas Department firm Frank Magid Associates, Bar- of Transportation, writing Web bara Frey, VP of talent placement, content, and he’s been speaking said the layoffs at TV stations have with a local ophthalmologist been going on for the past two to about writing a custom book for three years. “It was always a luxury him. for a station to have a dedicated But he continues to look for a health care journalist,” she said. full-time job, and he doesn’t feel “If it happened at all, it was usual- he has the luxury to stick with the ly in a top-20 market. And health care beat. “I have to be reporters who specialize in some- open to other possibilities and thing are often the first to go in a opportunities,” he said. “It’s a new TW MAIN 04-13-09 A 19 TVWEEK 4/9/2009 3:00 PM Page 1

TELEVISIONWEEK April 13, 2009 19

world, and we all need to move sey Star-Ledger’s generous buy- Mr. Schwitzer reserves his scorn CUNY’s program have been erased. on.” out offer, Mr. Silverman was one for those under-45-second rip- “A lot of our graduates who thought After a six-month maternity of the lucky ones to find a per- ECONOMY and-read stories. “Because they’re they were in print are now doing leave, Ms. Feder Ostrov free- manent job, with Elsevier, a Continued from Page 13 so short and don’t give you any video,” she said. “Print, broadcast, lanced for the Boston Globe as publisher of science and health Even so, subscription services meat, you don’t know how good Web … the lines are blurring.” well as a health care foundation information. “For me it’s a com- said their business is stable, but the evidence was. If TV health news Even more encouraging has and a Web site. More recently, a fortable fit,” he said. “They do not booming. “We haven’t seen a was your predominant source of been the recent founding of two colleague contacted her to con- real journalism and are much drop in interest in medical health news information, you’d be foundation-supported investigative sult on creating a Web site, more deeply into the pharma- reporting,” said Marjorie Bekaert puzzled at how we could still have news services, ProPublica, primari- ReportingHealth.org, for the ceutical industry, which I’ve got- Thomas, president/co-founder of cancer or heart disease or diabetes, ly funded by the Sandler Founda- new health journalism educa- ten into.” Ivanhoe, which has a client base because we’re getting break- tion, which began publishing in tion program at the USC Annen- One unusual wrinkle was of more than 250 TV network throughs every night.” June, and Kaiser Health News berg School of Communication. that, after he started his new job, affiliates. “But we’ve seen stations (KHN), an effort of the Kaiser Fami- the rights for the blog Pharmalot take longer to decide whether to “A lot of [CUNY] ly Foundation that launched in ear- were transferred to him. Mr. Sil- commit to a two- or three-year ly 2009 with veteran health care “Nobody is verman said he’s focusing on his contract. They’re being more cau- graduates who journalists Laurie McGinley and calling me to be new job and has no immediate tious on everything.” thought they Peggy Girshman as executive edi- plans to pick up the blog again. Ivanhoe has seen growth in pro- tors. Veteran USA Today health care a print reporter Mr. Hensley, the most recently viding video to Internet sites, as has were in print are reporter Julie Appleby recently again. It’s about fired high-profile health care Medstar Television, which provides joined KHN as senior correspon- journalist, is starting his job TV stations with a Web-only “extra” now doing dent. According to Ms. Lieberman, online in all its search. “All the journalism-related every week. Also, Medstar is in beta video.” the nascent KHN received 300 projects people have talked to me trials with a video-on-demand applications for a handful of jobs. dimensions.” about or that I have pursued have experiment for condition-specific Trudy Lieberman, AHCJ board of directors Out of the fray of bottom-line Scott A. Hensley, former WSJ health blogger an online component, he said. stories with Comcast in Indianapo- The bright spot in this other- concerns, these news organiza- “Nobody is calling me to be a lis, said Ron Petrovich, Medstar’s VP wise gloomy picture is new media. tions are rare oases in an embattled “I’ve been busy but, for all print reporter again,” he said. of medical news. The Internet has no space con- field. Former Los Angeles Times that, my income is not what it “It’s about online in all its Reliance on subscription servic- straints, and multimedia—print, reporter Charles Ornstein, who was when I was working for the dimensions.” es is a cause for concern among video, audio and interactive graph- won a Pulitzer Prize for his health Mercury News,” she said. “I hope He noted that, before becom- some health care journalism ics—enables journalists to tell care and health policy reporting, this isn’t the wave of the future, ing a journalist, he had a success- experts. “They’re almost always sin- more nuanced stories. joined ProPublica with his writing where every journalist has to ful career in the medical device gle-source stories,” said independ- Ms. Lieberman, a print journal- partner Tracy Weber in August. become a freelancer.” industry. “I have no regrets,” Mr. ent journalist-author Andrew Holtz, ist who now blogs, sees the changes “We were very happy at the She said she would consider Hensley said. “But I’m not ideo- an AHCJ board member and for- as “liberating.” “I’m looking upon it paper, but last year we decided changing beats, going into more logically or constitutionally mer CNN medical reporter. “The as the glass half-full,” she said. “The that, given the direction journal- “hardcore” medical writing or opposed to doing non-journal- overwhelming preponderance is challenge is to use the new media ism was going in, we were interest- even . “In this ism. My druthers would be to stay about medical services, and they air to tell your stories in different ways, ed in being part of a solution,” Mr. environment, you take what you in journalism, but I just don’t the opinions of the providers of to mix and match the different Ornstein explained. “ProPublica is can get,” she said. know what’s possible with the those services. That’s not solid, media, and that’s very exciting.” very much at the forefront of pre- After accepting the New Jer- state of the industry today.” ■ broad-based skeptical reporting.” She also said the media tracks at senting an alternative model.” ■

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AHCJ AWARD WINNER: FIRST PLACE, TV POLIO FIGHT WINS

RURAL FOCUS Al Jazeera English THE PRIZE FOR RLTV Television’s award- winning “Health Care ‘Healthline Presents’ Documentary Explores a Hard-Won Postwar Battle USA” paid special By Allison J.Waldman mentary takes us back to the days attention to health Special to TelevisionWeek before the development in the early care in sparsely Every year since 2004, the Associ- 1950s of the polio vaccine. With populated areas. ation of Health Care Journalists has heartbreaking archival footage, it honored the best in health care shows the fear that gripped families reporting at its annual gathering. as the number of polio cases contin- This year’s first-place winner in ued to mount after World War II.” the television category was a seg- Depicted in that archival footage was ment of “Healthline Presents” on the role the March of Dimes played AHCJ AWARD WINNER: Retirement Living TV (RLTV). “Polio in finding the cure, as well as Presi- SECOND PLACE, TV Revisited” examined the highly dent Franklin D. Roosevelt’s battle infectious viral disease that, before with the disease and its aftermath. the advent of a vaccine, caused TIME TRIP “Polio Revisited” “This project was filled with sur- paralysis and in some cases death for featured rare archival prises, but perhaps the biggest was thousands of people, nationally and footage of the quest to find finding out that there are still a hand- internationally. a cure for the disease. ful of people living in iron lungs,” Mr. The show profiled survivors and Wasser said. “We were fortunate to CARE-LESS victims of the disease, the vaccines into a typical episode of “Healthline.” interview Diane Odell, who had con- and their creators, the genuine risk “We also were made aware of the tracted polio at age 3 and had spent that polio presents today for Amer- medical community’s concern for the past 57 years in an iron lung. She ican children who aren’t immu- the increasing number of children managed to accomplish so much nized and the challenge of post- who are not vaccinated against even though she was confined to the polio syndrome. polio,” Mr. Wasser said. “Since our device, and was an inspiration to so IN THE U.S. “We really backed into this docu- audience (adults age 50-plus) lived many people.” mentary,” said “Health- through this terror, they Sadly, Ms. Odell didn’t live long Al Jazeera Report Takes an In-Depth Look at line” executive producer are in a perfect position enough to see the finished project. David Wasser. “We had to remind their adult She died before editing was complet- the Country’s Uninsured and Underinsured decided to do an episode children about ‘the bad ed. “I’m very thankful she was able to By Allison J.Waldman report examining the state of on post-polio syndrome, old days’ and encourage share her story, but regret she didn’t Special to TelevisionWeek American health care with a spe- a condition that can them to vaccinate their get to see the completed version,” At Health Journalism 2009 in cial focus on rural communities. impact those who kids. It’s a natural inter- Mr. Wasser said. Seattle this week, the Association Al Jazeera looked deeply into the thought they had recov- generational call to When informed that RLTV had of Health Care Journalists will be uninsured and the underinsured, ered from the crippling action. The stakes are so won the top prize from AHCJ, Mr. presenting awards in 11 categories and how those individuals dealt effects of the disease.” high that I felt compelled Wasser said he was surprised. honoring the best in health care with medical issues on a daily While producing that to bring this project to “There are so many great health sto- reporting. basis. DAVID WASSER episode, Mr. Wasser real- fruition.” ries being produced these days, so I Al Jazeera English Television The idea for the show came “Healthline Presents” ized they had a wealth of In their comments was a little stunned,” he said. “It’s a received the second-place prize in from a widely publicized 2008 material, including rare archival about “Polio Revisited,” the AHCJ special honor to be recognized by the television category for “Health Harvard study that identified two footage, that simply would not fit judges wrote, “This riveting docu- one’s peers.” ■ Care USA,” a beautifully shot Continued on Page 23

AHCJ AWARDS: THIS YEAR’S WINNERS Billion Dollar U-Turn” Review, “Transplanting Too Soon” Leslie Laurence and Julia Kagan, Third place: Howard Larkin: Hospi- Second place: Carol Smith, Seattle Ladies’ Home Journal, “Women’s EXCELLENCE IN HEALTH Third place: David Baron, tals & Health Networks, “Your Post-Intelligencer, “Dangerous and ‘Silent’ Cancers/Harmful Hys- WGBH/PRI’s The World, “Delivering Future Chief of Staff?” Mentally Ill” terectomies” CARE JOUNALISM AIDS Drugs—The Long Journey” Third place: Marshall Allen and Honorable mention: Jonathan Awards will be presented at a Honorable mention: Patricia Beat Reporting Alex Richards, Las Vegas Sun, Cohn, Self, “Insurance Denied” luncheon April 18 at Health Nazario and Cheryl Devall, First place: Clark Kauffman, Des “The New Addiction” Journalism 2009. KPCC/Southern California Public Moines Register Small Magazines Radio, “Her Three Sons” Second place: Carol Smith, Seattle Small Newspapers First place: John Carey, Busi- TV Post-Intelligencer First place: Greg Barnes, John nessWeek, “Do Cholesterol Drugs First place: David Wasser, Alissa Online Third place: Angie C. Marek, Ramsey and John Fuquay, Fayet- Do Any Good?” Collins Latenser and Don Kaiser, First place: M.B. Pell, Jim Morris SmartMoney magazine teville (N.C.) Observer, “What Lies Second place: Katherine Eban Retirement Living TV, “Healthline and Jillian Olsen, Center for Pub- Beneath” and Jacob Lewis (editor), Conde Presents: Polio Revisited” lic Integrity, “Perils of the New Large Newspapers Second place: Evan George, Los Nast Portfolio, “Your Hospital’s Second place: Hanaan Sarhan, Mat Pesticides” First place: Diane Suchetka, Cleve- Angeles Daily Journal, “Systemwide Deadly Secret” Skene and Avi Lewis, Al Jazeera Second place (tie): Tara Parker- land Plain Dealer, “Fixing Mr. Fix-It” Flaws Plagued Heparin Recall” Third place: David Wolman, Wired, English Television, “Healthcare USA” Pope, New York Times, “Well” blog Second place (tie): James Drew Third place: Sharon Salyer and Ale- “The Truth About Autism: Scien- Third place: Betty Ann Bowser, Second place (tie): Scott Hensley, and Fred Schulte, Baltimore Sun, jandro Dominguez, the Herald tists Reconsider What They Think Bridget Desimone and Jenny Jacob Goldstein and Sarah Ruben- “In Their Debt” (Everett, Wash.), “Alone Among Us” They Know” Marder, “The NewsHour With Jim stein, Wall Street Journal Online, Second place (tie): Staff, New York Lehrer,” “Talking About the End” Wall Street Journal Health Blog Times, “The Evidence Gap” Large Magazines Limited Report Third place: Randy Dotinga, Voice Third place (tie): Lee Hancock and First place: Mary Carmichael, First place: Jordan Rau, Los Radio of San Diego, “Suicide Magnet” Sonya N. Hebert, Dallas Morning Newsweek, “Growing Up Bipolar” Angeles Times, “Hospital Mistakes First place: Kelley Weiss, Joe Barr News, “At the Edge of Life” Second place: Frank Owen, Playboy, Go Public” and Paul Conley, Capital Public Trade Third place (tie): Spotlight team, “The Medical Marijuana Murder” Second place: Marshall Allen, Las Radio, “Prescription Drugs at the First place: Paul Goldberg, the Boston Globe, “The Partners Effect” Third place (tie): Annemarie Vegas Sun, “Providers Close Swap Meet” Cancer Letter, “Conflicts of Inter- Conte, Jessica Branch and Jen- Doors to Poor” Second place: Sarah Varney, KQED, est in Lung Cancer Study” Medium Newspapers nifer L. Cook, Good Housekeeping, Third place: Justin Blum, “Chemicals at Home: Searching for Second place: Mark Taylor, Hos- First place: Luis Fabregas and “Rx for Disaster” Bloomberg News, “Tainted Imports Safe Alternatives” pitals & Health Networks, “The Andrew Conte, Pittsburgh Tribune- Third place (tie): Emily Chau, Set Off Warnings, Not FDA Action” Project1 4/8/09 11:25 AM Page 1

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Contact us today at [email protected] or 847.285.6619 American Veterinary for the answers to your public health and veterinary questions. Medical Association www.avma.org TW MAIN 04-13-09 A 22 TVWEEK 4/9/2009 3:07 PM Page 1

22 April 13, 2009 TELEVISIONWEEK NEWSPRO

AHCJ AWARD WINNER: THIRD PLACE, TV ‘NEWSHOUR’ LOOKS AT ‘THE END’ Terminal Cancer Patients Find Doctors Reluctant to Discuss Issue By Allison J.Waldman UNSAFE FOR ANY BREED Special to TelevisionWeek The Center for Public Perhaps the most controversial Integrity reported on how award-winning health report hon- EPA-approved pesticides ored by the Association of Health still can be hazardous to Care Journalists in 2009 is “Talking pets and people. About the End,” produced by PBS’ “The NewsHour With Jim Lehrer,” which took third place in the televi- sion category. AHCJ AWARD WINNER: ONLINE In “Talking About the End,” “New- sHour” health unit correspondent Betty Ann Bowser told the story of a woman with lung cancer who is fac- ing the end of her life, exploring an aspect of treatment that is often over- looked: talking about the end. DIGGING A recent study funded by the National Cancer Institute and the HARD QUESTIONS National Institute of Mental Health “NewsHour’s” Betty found that only 37% of patients with opened up. “Judy told us that she Ann Bowser reports on advanced cancer reported having found it cathartic to share her story end-of-life discussions. end-of-life discussions with their and that she hoped it would help DEEP oncologists. Ms. Bowser’s report others like her. For the oncologists, examine more broadly the physical, poignantly espoused that there are we found that they struggled with emotional and financial benefits to Center for Public Integrity Reporters Mine EPA physical, emotional and financial this issue,” Ms. Desimone said. having end-of-life discussions.” Database for Harm Caused by Pesticides benefits for patients when their physi- AHCJ judges were impressed According to Ms. Desimone, this cians broach this difficult subject. with both the reporting and the was a story the health unit had not By Allison J.Waldman ees told him the data did not exist “We found that for palliative-care patient. “The health unit at the dealt with before. “We were surprised Special to TelevisionWeek in an electronic format,” said Mr. doctors, this is a topic about which to learn how difficult it is for these The Center for Public Integrity Pell. they were extremely eager to speak, “We’ve had end-stage cancer patients to find has been recognized by the Associ- The reporters worked doggedly because it is a misunderstood area of doctors with whom they can have the ation of Health Care Journalists for and discovered there was an anti- medicine often overlooked and con- many viewers end-of-life discussion,” she said. the in-depth online report “Perils quated EPA database on pesticide fused with hospice care,” said “News- thank us for “They want to know what to expect, of the New Pesticide,” winning first incidents, but the agency wouldn’t Hour” producer Bridget Desimone. what options are available to make place in the online category. release it. “We worked with a number of them having a dia- their final days more comfortable To hear Mike Pell, data analyst at major medical centers to find and meaningful. Oncologists feel and staff writer at the Center for FOIA Request patients who were willing to share logue about this helpless when there is little left they Public Integrity, talk about how he “The EPA offered to do an their experiences and thoughts about difficult topic.” can do to help the patient survive.” and James Morris approached this inquiry for me,” Mr. Pell said. “I how they wanted to live the end of In addition to being recognized by project is to appreciate how tena- declined and instead filed a Free- Bridget Desimone, “NewsHour” producer their lives. Dr. Diane Meier helped us AHCJ, which has thrilled the “News- cious and exacting they were with dom of Information [Act] request find the wonderful Judy Freedman.” ‘NewsHour’ profiled an extraordi- Hour” principals, the story has their health care reporting. for the database. While waiting for Ms. Freedman, the lung cancer nary patient who recognized her drawn a significant response from “James learned about an Envi- the data to arrive—it took over two patient, had been told that she might own doctor was uncomfortable with viewers. ronmental Protection Agency pes- months for the EPA to cleanse the only live a year. She chose the way the topic, then found another doctor “We’ve had many viewers thank ticides incident database while data of personal information about she wanted to spend the time she to help identify her wishes,” wrote us for having a dialogue about this working on an investigative proj- the victims—Morris and I inter- had left, and asked her doctors the judges in the commentary. “The difficult topic. We heard from people ect for U.S. News & World Report viewed dozens of toxicologists, epi- about not just treatment options, but conversation helped not just her, who had lost loved ones themselves published in 1999. He obtained demiologists, poison control center quality-of-life issues. but her husband and daughter, to and had trouble dealing with this,” thousands of paper records from operators, medical doctors, work- For “NewsHour,” Ms. Freedman cope better. The story went on to Ms. Desimone said. ■ the EPA in 2007, but EPA employ- ers rights advocates, state pesticide TW MAIN 04-13-09 A 23 TVWEEK 4/9/2009 5:05 PM Page 1

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UNTOLD STORY The regulators and former and cur- Al Jazeera English TV special report “Health rent EPA employees.” Care USA” looked at The judges’ comments noted the type of health care the Center for Public Integrity services available to had created a rich, multipart residents of rural report about the dangers to pets, Appalachia. people and the environment posed by pesticides declared “safe” by the EPA. “By publishing online, the authors were able to explore the where there are no emergency When they learned they had nality. Not bad for a Canadian issue in depth and from a vari- services; residents who dial 911 been recognized by the Associa- reporter and his Egyptian- ety of perspectives. … The edi- AL JAZEERA are connected to a local volun- tion of Health Care Journalism, American producer!” she said. tors show good judgment by Continued from Page 20 teer rescue squad who may then Ms. Sarhan said they were a lit- As for who will be picking up breaking the story into multiple areas of southwest Virginia have to drive 45 minutes or tle surprised, but very pleased. the award in Seattle, that’s still parts, which is very important (Radford County and Pulaski more to transfer the patient to “I’m quite proud that we, as an to be determined. “I hope to for presentation on the Web. In County) where life expectancies the nearest working hospital. It’s international network, succeed- attend the conference myself, addition, the project leaders among women had declined. a far cry from the kind of instan- ed in telling a uniquely Ameri- but I’m trying to work out the invite users to explore the That kind of statistic was virtu- taneous response that many can story with sensitivity and details with my boss,” Ms. underlying data set of adverse ally unheard of in a country as Americans are used to.” accuracy and depth and origi- Sarhan said. ■ reactions to various chemicals wealthy as the United States, and products with a friendly, thus piquing the curiosity of the attractive navigation.” producers at Al Jazeera. “We decided to travel to Rad- Online’s Advantages ford and Pulaski to investigate “Publishing a searchable the kind of health care services database alongside several sto- available locally and the kind of ries and our methodology sec- medical problems that are most tion was the primary advantage prevalent in the area,” said of a Web production,” Mr. Pell Hanaan Sarhan, producer of said. “The searchable database is “Health Care USA.” “We also a basic resource for people with took a special interest in local questions about specific pesti- health care providers that offer cide products or chemicals. free and discount services for Building a story project page also patients without health insur- allowed us to add stories to the ance, and their tireless effort to original release package and fill in the gaps where privatized develop a richer narrative.” health care is out of reach.” Along the way, Mr. Pell and Mr. Morris were surprised that Technical Quality the research did not go where The judges were impressed they had anticipated it would. with many elements of “Health “After interviewing experts for Care USA,” including the way it months, we expected to write a was filmed and edited. story on farm workers injured by “This team more than fumigants or on the dangers of accomplished its goal, taking organophosphate pesticides,” viewers across Appalachia with Mr. Pell said. the Al Jazeera crew and meeting “But we came away amazed at a num- the number of incidents of the ber of pesticides that largely replaced people organophosphates—pyrethrins strug- and their synthetic cousins, gling to pyrethroids. An analysis of the have data revealed that the number of health or reported human health prob- dental lems, including severe reactions, needs attributed to pyrethrins and met in pyrethroids increased by about the face HANAAN SARHAN 300% over the past decade. These of lack of Al Jazeera English chemicals together accounted for insur- more than 26% of all fatal, ‘major’ ance and scarcity of providers,” and ‘moderate’ human incidents wrote the judges. “The segment reported in the United States in also highlights both hard-work- 2007,” Mr. Pell said. ing advocates as well as dedicat- Winning this award from AHCJ ed nurses, doctors and dentists is more than just a pat on the back who staff free clinics, treating to Mr. Pell. His reaction to hearing the real people behind the sta- that they had been recognized tistics of the health care crisis in was gleeful. “Fist pumps, a lap America.” around the office while swinging Traveling to rural Appalachia my shirt in the air, and playing gave the Al Jazeera team the Journey’s ‘Don’t Stop Believin’’ at chance to reveal a slice of Amer- top volume, and a celebratory ican life that has rarely been cocktail hour. We were thrilled. It broadcast. “The level of isolation is an honor to receive an award in certain parts of Appalachia is from the Association of Health astounding,” Ms. Sarhan said. Care Journalism.” ■ “We discovered communities TW MAIN 04-13-09 A 24 TVWEEK 4/9/2009 3:40 PM Page 1

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many places qualify as possible.” The issue of medically under- served populations has grown in the last two decades as the U.S. has pro- duced a constant number of physi- cians, even as the population has jumped by a third. Foreign-born doc- HELPING THE tors made up some of the shortage. The problems are compounded by financial incentives for doctors to go into certain specialties at the expense of primary care. Inner-city areas, Dr. Doescher noted, are lack- ing in general, internal and geriatric UNDERSERVED specialists, while some rural areas have a shortage of surgeons, ob- Diane Panelists to Discuss Addressing Underserved Medical them aging, and several hundred stetricians and pediatric specialists. Sawyer Areas” at a Friday morning AHCJ ses- more have only a minimal number, he Identifying, Addressing sion moderated by Leah Beth Ward, a said. Meanwhile, he noted, a large city Starting Early Yakima (Wash.) Herald-Republic such as Tulsa, Okla., can have “bazil- Dr. Doescher is focused on Q&A Areas Without Doctors reporter. The other panelists are Ani- lions of physicians” who remain out of longer-term remedies that start as far By Elizabeth Jensen ta Monoian, chairwoman of the reach of some groups of residents. down as elementary school. Doctors Special to TelevisionWeek National Association of Community Short-term remedies for getting are more likely to practice in a rural The popular conception of med- Health Centers and CEO of Yakima more doctors to underserved areas area if they grew up in such an area, ‘HIDDEN ically underserved areas is a remote Neighborhood Health Services, and center on federal HPSA (Health Pro- he notes, which means improving rural locale—the hollows of Appala- Kris Sparks, manager of rural health fessional Shortage Areas) designa- the quality of math and science edu- chia or South Dakota’s plains, say— programs in Washington state’s Office tions. Medical professionals who cation so residents from those areas AMERICA’ where residents must travel many of Community Health Systems. practice in HPSA-designated areas, can excel in college pre-med classes. miles to be seen by a physician or which can be ranked by geographic “Undergraduate institutions need wait for the medical practitioners to Multiple Factors and demographic factors, often quali- to be attuned to the background peo- PUT FOCUS come to them via traveling clinic. For Dr. Doescher, “underserved” fy for financial incentives. ple come from,” he said, to boost There are plenty of those areas implies “some sort of disconnect Set up in the 1970s, the system is rural students’ chances of success, nationwide, including about 200 U.S. between the level of the patient and considered by many to be out of date, while state-funded medical schools counties with no doctor in residence, their access to the health care system but there is little consensus on how could, within legal boundaries, look ON KIDS said Dr. Mark Doescher, director of and level of care.” In addition to dis- to change formulas for designating at admissions criteria to make sure the WWAMI Rural Health Research tance, he said, disconnect factors can HPSAs, said Ms. Sparks, whose office students reflect their state’s rural or Sawyer’s ‘20/20’ Center at the University of Washing- include cultural and language barri- gathers data to get such areas desig- inner-city or low-income popula- ton. (WWAMI stands for the five ers, which affect immigrants in both nated and tries to attract health care tions. At the residency level, he said, Report Exposed states covered: Washington, Wyo- inner-city and rural locations, and providers to the areas. funding incentives could be changed ming, Alaska, Montana and Idaho.) lack of health insurance or under- Built into the system, she noted, is to lure doctors back to rural areas. Hard Life in Region But densely populated inner-city insurance, which is largely related to a contradiction. “On the face of it, it’s “If one wants to address some of For Diane Sawyer’s “20/20” areas with hundreds of doctors can employment and income and affects a good thing to get rid of shortage these shortage areas, a more coordi- report “A Hidden America: Chil- qualify as well, he says: “‘Under- minority groups disproportionately. areas,” she said. But because HPSA nated approach to workforce plan- dren of the Mountains,” ABC News served’ implies a lot of things.” In addition to the 200 U.S. coun- designation means raising the level ning would make a lot of sense,” he producers and camera crews spent Dr. Doescher, who is also a family ties without physicians, about the of health care for residents, “I always said. While what he’s proposing is a nearly two years in central physician, is one of three panelists same number are classified as thinly say I’ve never seen a shortage area I long-term plan, “I think it can be Appalachia looking at how children who will discuss “Identifying and populated with doctors, many of didn’t like. I’m trying to be sure as done,” he said. ■ in particular are coping with adult- created problems, from their par- ents’ drug addictions to unemploy- ment. The hourlong program, which aired Feb. 13, provoked strong reactions from residents, some of Air Medical Transport Saves Lives. whom complained about the repe- tition of old stereotypes. But by casting a national spot- Speed. Access. Quality of Care. Contact AAMS to learn more. light on the stubbornly impover- ished region, “20/20” stirred many others to take a look at the obsta- cles and solutions to reversing long-entrenched problems, partic- ularly the difficulty of reaching the medically underserved. Ms. Sawyer recently fielded some questions about the issue of Appalachia’s medically under- served from TelevisionWeek special correspondent Elizabeth Jensen.

TelevisionWeek: Your special wasn’t just about the medically underserved in Appalachia, but that was a big part of the story of this hidden part of America.What makes you so passionate about this topic, aside from the fact that you are originally from Kentucky? Diane Sawyer: This piece hap- pened to take place in the moun- tains of eastern Kentucky, and I do feel a connection to the area be- cause my ancestors came through those hills. But over the last few years, I’ve reported on other hid- den Americas, including the crisis Association of Air Medical Services of the foster care system and chil- 526 King Street | Suite 415 | Alexandria, VA 22314 | www.aams.org dren living in urban poverty in Contact: Cindy Price, Public Relations Specialist at (703) 836-8732 x106 or [email protected] Camden, N.J. Seeing the country through the eyes of children who TW MAIN 04-13-09 A 25 TVWEEK 4/9/2009 3:41 PM Page 1

TELEVISIONWEEK April 13, 2009 25

live amid daily despair, but yet TVWeek: You talked to an 81- are still dreaming big dreams, year-old woman who has been serves as a call to action for all of running a clinic for area resi- us—basic needs like ordinary dents for several decades; she was health care and lack of access to featured on “Good Morning dental care. America” back in 1983. Has the situation improved at all in the TVWeek: Lack of access to intervening years? health care seemed to be an Ms. Sawyer: New roads have underlying theme of many been built, so it’s easier for aspects of life in central mobile health vans and emer- Appalachia. I couldn’t help but gency vehicles to travel to these wonder if the high rate of drug remote hollows and get people addiction and the questions to hospitals in Pikeville or Haz- about health safety for mine ard, Ky. But problems like lung workers were related to a lack of cancer, cervical cancer and doctors and health care profes- toothlessness all still exist at sionals, and not just the dire eco- rates higher than the rest of the nomic situation. At the same country, and the region could time, given the issues with over- use dozens of clinics like hers. prescription of painkillers, one could question whether the doc- TVWeek: Did you see some tors who are there are focused in possible solutions to the problems the right place. of health care access for the chil- LETTING THEIR VOICES Ms. Sawyer: There are many dren of the region? The traveling BE HEARD ABC’s Diane remarkable doctors in central dental truck you profiled seemed Sawyer returned to her Appalachia, but the region needs to be doing wonderful work, but home state to report on more qualified physicians. The is it just a drop in the bucket? reach. It will be wonderful if the be as obvious. I assume that was the daily struggle for physical stresses of mining and Ms. Sawyer: Dr. [Edwin] company provides a long-term part of the thinking behind children growing up in the lack of other job opportuni- Smith is a true hero of the moun- commitment to these kids, a real telling the stories through the rural Kentucky. ties create a fertile climate for tains. His dental van and the model of hope and compassion. eyes of the children? They were prescription drugs. Now, dealers other mobile health vehicles that amazingly open with you about ing editorials promoting legisla- do what’s called “doctor shop- travel the region seem to be the TVWeek: Reaching the med- the challenges in their lives. tion that will increase Medicaid ping”—traveling to places like most practical way of providing ically underserved can be a dry Ms. Sawyer: When we tell sto- reimbursements so more den- Detroit or Philadelphia and pur- health care to kids who live in topic, and it’s clearly a complex ries that blast through the statis- tists will be motivated to work in chasing pills such as OxyContin the most remote hills. After our one that has to do with federal tics with detail of what it is to Appalachia. When the kids tell us in bulk at a cheaper price. They program aired, PepsiCo indicat- designations of underserved struggle daily as a child in the that they pull their own teeth then come home to the moun- ed that they’ll support his work areas and finding appropriate hills, the answers are more because of lack of access to den- tains and mark up the drugs for through the purchase of another incentives to lure doctors to areas urgent. For example, in Ken- tists, it’s something we simply as much as an $80 profit per pill. dental van and education out- where the financial payoffs won’t tucky, newspapers are now writ- can’t ignore. ■ TW MAIN 04-13-09 A 26 TVWEEK 4/9/2009 6:36 PM Page 1

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and broadcast journalist.

Television Week: What do you see as the difference between health care journalism and medical journalism? Dr. Jonathan LaPook: I’ve never thought about the semantics of that, TACKLING ISSUE but I guess health care journalism is more policy issues. I do both. A lot of what I do is looking through the journals and reading the alerts and you try to figure out what will be the important stories and how can I translate them for every- OF REFORM body. What are the stories that are important enough, that affect Difficult Story Will City University of New York, said it’s sons, and that will hopefully raise the enough people and have a clear hard to find journalists who regular- level of reporting,” he said. enough message so that people Require Creativity, ly cover such issues as Medicare on a Mr. Holtz pointed to a CNN story don’t want to throw a brick through Diligence of Reporters local level. “The issues in Washing- in February on the stimulus package’s the TV set? I want them to walk away ton are not reaching the man in the provision that funded comparative Jon understanding something. By Debra Kaufman street and aren’t being written about research on medical practices. CNN LaPook Special to TelevisionWeek on a local level,” she said. “I don’t see medical correspondent Elizabeth TVWeek: Let’s focus on health care The national debate on health much on TV that people are cover- Cohen and anchor Heidi Collins in- journalism. care reform is heating up, but the ing in terms of reform issues.” terviewed Betsy McCaughey; they Q&A Dr. LaPook: Health care journal- role the media will play in furthering Covering health care reform with identified her as a “Republican and ism would be more enterprise issues. the discussion remains to be seen. TV’s 45-second story format is nearly former New York lieutenant gover- For example, we have a collaboration During the Clinton administra- impossible, said the experts, signaling nor,” but failed to mention she was EXPERIENCE with BusinessWeek, and last January tion, the debate quickly devolved into the likelihood that on-air coverage of one of the major players who helped or February, we did a story that I just emotional advertising and spin. And health care reform will be limited. torpedo the Clinton-era health care loved. It was about statins, you know, Gary Schwitzer, associate professor at “It’s not visual and it’s complex,” reforms. In the interview, Ms. Mc- like Lipitor, and are they overused. the Minnesota School of Journalism said Mr. Holtz. “It’s easier to do a sto- Caughey railed against the reform as COUNTS Some people say it’s the greatest thing and Mass Communications and ry about your own hospital that has tantamount to health care rationing. since sliced cheese, but we took a look author of a recent Kaiser Family a new gamma knife; you can crank However, two days later, Ms. at it and asked, “Are we looking at this Foundation report on the state of that out with very little resources. Lieberman revealed all on the FOR CBS’ correctly?” I loved that piece because health care journalism, doesn’t But the story on the impact of health Columbia Journalism Review’s Web we pulled the microscope back and expect much from this go-round. care reform requires time to devote site, calling the report “a piece of bad did a deep dive and we interviewed “Those types of ads have already journalism that ranks among the tons of people. It was more about pol- begun, largely from conservative “The story on the most irresponsible health stories I’ve DR. LAPOOK icy and assumptions. It turns out that forces that will battle any kind of seen over the past year.” if you had a heart attack, definitely meaningful health care reform,” he impact of health “It helps to completely identify Correspondent statins are of use, but if you haven’t or said. “If their pockets are deep care reform re- those people who are making claims you’re at low risk for heart disease, enough to create [video news about health care—their backgrounds, Draws Lessons then taking them to lower cholesterol releases] or satellite media tours quires time to de- their affiliations and other factors,” she From his Practice is probably not worth it. That’s still a and have smart-sounding people vote to research.” said. “Reporters and anchors should … big argument going on now. who are glib in 15-second sound- refrain from passing on messages of Three years ago, CBS Evening I do enjoy the big issues and I bites travel the country, this debate Andrew Holtz, AHCJ board member groups with interests in reform one News named Jon LaPook, M.D., its want to be doing more stories about won’t be much of a debate.” way or another, without further expla- medical correspondent, reporting them. With layoffs of health care journal- to research. The tighter newsroom nation of where these messages are on health care and medical news ists at print and TV outlets, there are budgets are, the first thing that gets coming from and why.” alongside anchor each TVWeek: How do you balance even fewer cool heads to keep the cut is the tough stories.” Ms. Cohen, who earlier spoke to week. being a doctor with being a health debate alive and on track. “Journalists But he rejected the idea that the TVWeek for this NewsPro report, could In addition to continuing his care broadcaster? are more outgunned than ever before,” health care reform story is impossible not be reached for comment on the medical practice in as Dr. LaPook: Logistically, it’s chal- said Andrew Holtz, an AHCJ board to illustrate visually. “You can find McCaughey interview at presstime. a board-certified gastroenterologist lenging and interesting. The first member and former CNN medical local people who can illustrate the sto- The local ramification of national and attending physician at New thing I did, and this has been since reporter. “The health care industry ry,” he said. “The key is knowing who reform is a compelling reason for local York-Presbyterian Hospital, Dr. August 2006, I froze my practice. I hasn’t slashed the budgets of their own those people are. You can talk to … stations to cover the topic, Ms. Lieber- LaPook has become a host on the was concerned that I would be taking PR machine to the extent that news- someone from the Chamber of Com- man said. “[Reforms] may mean that a network’s new Web site CBS Doc Dot on too much. So no new consulta- room have cut back on their staff. So merce who can crystallize, synthesize lot of people who don’t have health Com, part of CBSNews.com. tions. In general, I see patients from there’s more temptation to rush to air the comments of their members.” insurance will be required to go out In the midst of a very busy day 8 o’clock in the morning till about without the kind of thorough research Not everything is grim. After and buy it. It’s not as interesting as recently, Dr. LaPook spoke with 1 in the afternoon. My offices are at you would like them to do.” speaking to several health care jour- some new CAT scan machine where TelevisionWeek special correspon- 60th and Madison [in Manhattan], so Trudy Lieberman, AHCJ presi- nalists, Mr. Holtz has found reason you can show a doctor in a white coat. dent Allison J. Waldman about the when I’m done there, then it’s easy to dent and director of the health and for some cautious optimism. “A lot of But these are really important issues. It current state of health care jour- go over to 57th and 10th to the CBS medicine reporting program at the the reporters were around during the calls for creative work on the part of nalism from his unique perspec- News studio and start my day there. I Graduate School of Journalism at Clinton years and learned the les- the TV producer.” ■ tive as both practicing physician finish up at about 7 o’clock. CBS has

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TELEVISIONWEEK April 13, 2009 27

been very good about understand- an open mind. So I think there’s ing that my first priority is the an initial credibility just because health of my patients. Sometimes if they assume that I’m a doctor and I have an emergency, that’ll take I bring that to the table. But I think priority. Today, for instance, I had a on top of that, if you don’t show funeral of one of my patients. I that you’re thoughtful and careful, always go to the funerals of my they’ll turn you off. patients, so I moved my procedures to the afternoon, which meant I TV Week: Tell me about your wasn’t able to do a story that was professional relationship with breaking today about PSAs and rec- Katie Couric. tal exams for prostate cancer, and Dr. LaPook: She really does they understood. care. I think one of the things people don’t realize about Katie MAKING THE MOST TVWeek: Your team at CBS? is what a terrific writer she is. Ann Curry’s exclusive Dr. LaPook: Yes. The people Many times I’ll see her make a interview with octuplet here have been incredibly under- last-minute change, doing this mom Nadya Suleman standing, because if they were my on the fly, literally with 12 sec- was used across several patient, that’s what they would onds to air. Certainly when we NBC News platforms. want. On the other hand, I take have our little chats, we’ll discuss the medical journalism career the general topic of what we’re extremely seriously. going to talk about, and she’ll always come up with a great sug- TVWeek: As a doctor,what’s gestion. She has this amazing your responsibility as a journalist, ability to put herself in the posi- treating viewers as a whole rather tion of the viewer. She’s also been than a single patient? incredibly generous with her Dr. LaPook: It’s a huge time with me, sharing advice. responsibility. When [CBS News Everybody at CBS has been THE ’GET’ OF THE and Sports President] Sean great. I work very closely with McManus told me about the job, another Katie there, Katie Boyle, he told me, “You’re a teacher, but she’s my senior producer. Talk about instead of teaching 300 people, unsung heroes—she does rewrites, you’re going to be teaching mil- she puts her touches and some- lions of people.” I love that chal- times writing quite a bit on the SEASON: OCTOMOM lenge, but it’s also a huge respon- scripts I give her. She’s been in there, Medical ‘Miracle’ In early February, “Dateline across other NBC News platforms sibility. If I say something wrong and [“CBS Evening News” Produc- NBC” and “Today” show co- as well as on the network’s affili- to a single patient, I can call him er] Rick Kaplan has been just amaz- Story Turns Into anchor Ann Curry landed an ated television stations through- up. If I said something wrong on ing and generous with me. exclusive interview with Nadya out the country. The airings hap- the air and on the Web to mil- I think in life it’s good to be a Tabloid Tempest Suleman, the mother of octu- pened shortly after it had been lions of people, it’s hard to cor- little bit terrified at all times, By Hillary Atkin plets whose birth less than two revealed that Ms. Suleman—a rect it. So I spend more time on because that keeps you high on Special to TelevisionWeek weeks earlier had made world- woman who quickly became what not to put on the air than the learning curve, and certainly What started out as a med- wide headlines. known as Octomom—was a 33- what we do put on the air. that’s been the case at CBS. ical “miracle” story ended up The heavily promoted inter- year-old single mother on dis- There have been incredibly among the biggest of the year’s view aired over three days on ability who already had six chil- TVWeek: And I’m sure it’s all rewarding times. ■ news “gets.” “Today,” on “Dateline NBC” and Continued on Page 28 about how you say it. Dr. LaPook: Yes, I’m extremely careful. I don’t want to put some- thing on the air about, let’s say, on an early stage-one study on multi- ple sclerosis or Alzheimer’s that will raise people’s hopes and then at the end say, “By the way, it’s Pharmacists are the Medication years away.” We really have a responsibility as journalists and Experts on America’s Health physicians to not hype things, to make sure that we put everything Care Team in the right context. APhA’s network of expertly trained media advisors TVWeek: Is there a built-in trust are your information source for: factor that people have for a doctor because they see him on TV,like Dr. Diabetes management Nutrition LaPook or Dr.Oz or Dr.Gupta? Generic medications Over-the-counter medications Dr. LaPook: Well, you know Immunizations Pain management you can trust Dr. Oz. Dr. Oz is the real deal. … When the cameras are Medication safety Prescription medications off and you’re in a room with him Medication disposal Weight loss alone, he’s the same guy. What you see on the air is who he is. But Medications are powerful - that’s why they work. The pharma- back to your question, I know cist is uniquely qualified to help patients take charge of their where you’re coming from. You health care by making wise choices regarding medications. would hope that the same quali- As a media resource, APhA Media Advisors can help reporters ties that allow you to become a good doctor are going to also make sense of the ever-increasing array of medication options make for a good journalist. What available, their risks and benefits, and their widening impact. do I do as a physician? I take his- tories. It’s so important to listen to Contact Erin Wendel, APhA’s Manager of External people. I have found over the Communications to speak with an APhA Media Advisor. years that if you just let people talk, they’ll actually tell you what’s 202-429-7558 [email protected] www.pharmacist.com the matter. But you have to be empathetic and you have to look them in the eyes. A lot of those skills are the same skills that are very helpful as a journalist. Talk- ing to people, not assuming that I 09-189 know what’s going on, not jump- ing to conclusions, I’ve got to keep TW MAIN 04-13-09 A 28 TVWEEK 4/9/2009 3:45 PM Page 1

28 April 13, 2009 TELEVISIONWEEK NEWSPRO

The story had rapidly evolved tabloid entertainment show,” Ms. from the birth of the octuplets as a Curry said. “Part of that is people OCTOMOM medical “miracle”—a medical team are fascinated and troubled. The Continued from Page 27 of 48 assisted in the delivery at majority of people are concerned VIEW FROM ALL SIDES Bruce Hensel, KNBC-TV’s dren, all under the age of 7. Kaiser Permanente Medical Center about the children. The story is health, medical and science In their one-on-one, Ms. Curry in Bellflower, Calif.—to a sort of what is there that would prevent a editor, aired comprehensive real-life soap opera fraught with woman from this life-risking sce- asked Ms. Suleman how she ended reports when the story up with 14 kids. “That was always a nario. There are so many questions first broke. dream of mine, to have a large fami- “I took no delight about fertility, in terms of how to ly, a huge family, and I just longed make sure a woman is not in this for certain connections and attach- in getting or doing position again.” ments with another person that I Other networks and television really lacked, I believe, growing up,” it. I found it very programs soon followed with their Ms. Suleman replied. troubling emo- own exclusive angles on the story. The interview created a media ABC News and “The Oprah Win- firestorm about Ms. Suleman’s men- tionally trying to frey Show” interviewed Ms. Sule- tal health and her ability to be a fit do that interview.” man’s father, Ed Doud, who said he parent. “I took no delight in getting was taking a primary role in caring or doing it,” Ms. Curry said. “I found NBC’s Ann Curry on her “Octomom” interview for the babies. it very troubling and emotionally “The big question is why any- trying to do that interview. It raised ethical questions about in vitro fer- one would have a number of chil- and people are asking each other troubling moral questions—what tilization and concern about the dren in these circumstances,” said to be responsible. People have a was going to happen to 14 children welfare of the premature infants Martin Bashir, co-anchor of ABC misunderstanding of the repro- and why a doctor and a woman and the cost of caring for them. News’ “Nightline.” “I just think it’s ductive process, and many have would get into that position.” “It spiraled into a kind of a difficult time with the economy, condemned the doctor. The princi- ple concern has to be the ongoing care of the children. They did not have any part in this, and the desire to condemn the mother should be tempered.” Entertainment programs and Your Resource For: tabloid media made Ms. Suleman into daily fodder. “To show the  Food and Health Experts absurdity of the whole thing, we’ve found her at MAC Cosmetics, we Harvey  Consumer Insights found out about her deals with Levin various shows and buying a  The Science Behind the Issues house,” said Harvey Levin, execu- reports when the story first broke. tive producer of “TMZ,” which first “We discussed what happened to ran the shocking photograph of the babies, the likelihood of their Ms. Suleman’s pregnant belly—an survival, the medicines used, how image that stirred up heated view- one was not seen in the ultrasound er response. He said “TMZ” broke and the risks to the mother. When other elements of the story about more information came out, we Octomom, a woman he called “a discussed the details with local fer- The IFIC Foundation has several NEW materials available train wreck.” tility experts,” Dr. Hensel said. to help journalists with stories on any food safety and “We are very aggressive jour- “The issue of science and ethics nalists, and that’s how we found often comes up in the news, and nutrition topics: documents about the foreclosure with the current management of her mother’s house, the preg- team, we believe in the scientific nancy picture and the sale of the side,” Dr. Hensel said. “The moral • New Website: ific.org becoming foodinsight.org new house being funded by money and ethical side got debated. For Updated Media Guide with more than 300 food from television shows,” Mr. Levin me, it came down to what’s safe for • said. “She’s charging for every- the babies and mother—at what safety and nutrition experts thing. They were trying to sell the point were their lives in danger? birth tape. She had an agency try- We covered that extensively. It’s • Food Insight Online Newsletter ing to sell it. Finally they pulled it.” very important to take any medical Ms. Suleman’s being a resident story and make it useful for the of Southern California ensured viewer. If a person is having prob- For more information or to arrange an interview that the octuplets story is a local as lems with fertility, a story like this With one of our experts, please contact well as a national one, and Los allows us to illuminate the issues.” Eric Mittenthal, Director, Media Relations Angeles television stations have “The card we had to play was 202-296-6540 covered many angles, starting with medical expertise from Bruce,” [email protected] the medical aspects. said KNBC News Director Bob At KNBC-TV, health, medical Long. “When it became a tabloid and science editor Dr. Bruce love/hate exploitation story, it rap- Hensel aired comprehensive idly lost interest for me.” ■

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29 PHRMA‘S ‘MIRACLES’ SHOW GOES HIS SHARE Former NBA player Dominique ONLINE FOR GLOBAL AUDIENCE Wilkins, left, who has diabetes, paid a visit to By Debra Kaufman He also pointed to the ease of . The April 5 episode fea- “Sharing Miracles.” Special to TelevisionWeek attracting high-profile guests to the tured Boston Red Sox star Embracing the digital world has show. In 2009, country singer Nao- Jon Lester, who was diagnosed with given “Sharing Miracles”—a pro- mi Judd, actress Meredith Baxter, a rare form of non-Hodgkin’s lym- gram that features a high-profile NBA Hall of Famer Dominique phoma and took time off from cate by highlighting efforts by Major Philadelphia among them—the person dealing with a chronic or Wilkins and UConn Huskies basket- baseball to battle it. League Baseball to raise awareness show has moved to lower-rated life-threatening illness and high- ball coach Jim Calhoun are sched- “He was cured, came back and of cancer,” said Mr. Johnson. MyNetworkTV stations. lights treatments and medica- uled for episodes. Muhammad Ali won the deciding game of the 2007 Despite its growth, “Sharing “It’s a mixed blessing,” Mr. John- tions—an international reach. and Ice-T also have signed on. World Series,” Mr. Johnson said. Miracles” has been touched by the son admitted. “You lose the lead-in, The 30-minute series, produced Mr. Johnson mentioned anoth- MLB provided the production tough economy. In several large lead-out programs you get with the by the Pharmaceutical Research er recent major development: the footage from the World Series and markets—Washington, D.C., Balti- big networks, but we secured what and Manufacturers of America partnership with Major League Lester’s no-hitter game. “We recipro- more, Hartford, Conn., and I consider to be better timeslots.” ■ (PhRMA), which represents the country’s leading pharmaceutical research and biotechnology com- panies in Washington, D.C., has previously been limited to paid- programming placement. The show airs on Sunday morn- ings on more than 280 TV stations (58 network-affiliated and 227 Do You Know That... community) reaching 50 million households, according to PhRMA Senior VP of Communications Ken Johnson, who is the show’s execu- Finding ways to communicate is a big part tive producer. of living with autism “We had the Web site last year • and we had the capability to show a five-minute teaser,” he said. “But About six times as many people suffer now we have a super-powerful traumatic brain injuries annually than are server that allows us to push out diagnosed with breast cancer and AIDs the show and we’re streaming it on a regular basis.” combined Without buffering stops and • starts, the show plays clearly even Researchers are concerned that hearing loss may for people with slow modems, Mr. Johnson said. And that’s had an increase because of the popularity of impact. “It’s opened up our viewer- personal audio technology ship to people all over the country • and around the world,” he said. Mr. Johnson also has used social Parents can learn to identify warning networking tools to get the word signs in their babies’ communication out. “Sharing Miracles” posts development videos on YouTube that link back to the site, and is on Facebook. • Mr. Johnson reported that Acoustically-poor classrooms many visitors to the Web site share can impede education their stories, and patient groups from around the country have cre- ated reciprocal Web links. “In many cases, we provide DVD copies to Forty-two million Americans have the groups, who give them to their communication disorders... members,” he said. The growth of the show, which • is produced in PhRMA’s $1.5 mil- That’s 42 million stories lion digital broadcast facility, is no comfort to its critics in the health • care journalism field who decry its May, Better Hearing and Speech Month, perspective. would be a good time to report them “Industry-funded work empha- sizes the positives,” said independ- ent journalist and author Andrew Holtz, a board member of the Association of Health Care Journal- ists and publisher of holtz report.com. “They only pick topics where there’s a product, and they won’t talk about serious medical problems where there isn’t a prod- uct to sell. There’s an overwhelm- ing focus on medicine rather than For Experts and Information, Call Us Today health, because it’s not in their financial interest.” The American Speech-Language- Mr. Johnson has heard that crit- Hearing Association icism—and many others—but he shrugs it off. “This show is dedicat- 301-296-8715 To Your en Bu st d ed to disease awareness,” he said. i s [email protected] L “We realize that we’re still paid pro- !

w gramming, but we’ve never pro- 301-296-8731 ® w g w or moted a single product and we .lis ds. http://www.asha.org [email protected] tentoyourbu never will. The quality of the shows and patient stories sell themselves.” TW MAIN 04-13-09 A 30 TVWEEK 4/9/2009 3:23 PM Page 1

30 April 13, 2009 TELEVISIONWEEK NEWSPRO

WEB DICEY SQUARE ONE Web sites such as CNN.com can be a good starting place for serious research, providing tips or leads to more in-depth AS A RESEARCH information. RESOURCE Health Care Reporters Must Be Skeptical, Separate Facts From Fluff

By Allison J.Waldman a journalist is to be an independent CNN.com does a fair job of analyz- Special to TelevisionWeek and skeptical observer. We’ve got to ing timely health topics combining Andrew Holtz vividly recalls the be able to stand alone. We don’t original reporting with the latest days of poring over medical jour- know everything. I’m not an M.D., medical news off the wire services.” nals in the depths of college so I go to M.D.s for information.” She suggested using these sites libraries to do research for a story. Professional journalists can as a starting place. “Often, if a uni- “The amount of health and benefit from the information avail- versity study or doctor’s name is medical information available able on the Web, but as media con- mentioned, these sites provide tips from my desktop computer with an sultant and health care author or leads to follow up on to flush out Internet connection is just amaz- Mary Ann Cooper pointed out, original reporting,” she said. going on among journalists with son when you walk through. We ing. There’s a wealth of information many popular sites are more con- “There are progress points in tips and advice and how to make point out the triage nurse, the on the Web,” said the former CNN sumer-oriented. The savvy health how we are doing our jobs as things better.” charge nurse, all the important medical correspondent and cur- care media learns to separate the healthcare journalists, and there is Health care information has people.” rent board member of the Associa- facts from the fluff. more support,” said Mr. Holtz. become a television staple as well, Celebrity physicians are popu- tion of Health Care Journalists. “A site like WebMD.com is a “The AHCJ conference every year is but Mr. Holtz expressed concern lar in media today, much to Mr. Still, Mr. Holtz said, whether it’s noble concept, but you can get lost getting bigger. There are more about the quality of celebrity doc- Holtz’s displeasure. “It pains me to Web- or TV-based health informa- in a maze of menus,” Ms. Cooper online resources, activities on the tors dispensing advice. “Medicine say that, but I don’t see anyone on tion, doled out by “The Doctors” or said. “The expression TMI [too list-serv, articles posted on the Web is a very small part of health. One television right now that I trust Dr. Oz and the like, “The first job of much information] can apply here. site, really strong conversations of the things I worry about with completely. My roots are in broad- M.D.s on television is that they casting. I was at CNN from 1980- tend to focus on what they know, 97. Back then the mantra was, ‘The which is medicine. They news is the star.’ Now are leaving out a lot of they have a different other things that are business model, one part of public health that everybody else is and how to stay healthy using. We’re a celebrity- in the first place,” he driven media,” he said. said. Ms. Cooper is skepti- “For a long time the cal, too, but she recog- health beat has had this nized why Dr. Oz has obsession with medi- been a success. “The key cine. You go to the doc- is an ability to inspire MARY ANN COOPER tor usually when you’re confidence. Dr. Oz, like Health care author sick. Doctors treat ill- Dr. Phil, has an ability to nesses. Medicine is not the answer. connect to the audience. His way It’s a portion of health. We need to of explaining complicated condi- look beyond that,” Mr. Holtz tions inspires confidence,” she added. said. FEEL THE CBS medical correspondent Dr. “The problem with the seg- Jonathan LaPook has expanded his ments devoted to health issues on scope beyond TV with the new CBS ‘Today’ is the brevity. They give News Web site DocDotCom. “The viewers enough information to idea is to do a deeper dive, to go start their own investigation BURN? behind the scenes. We’re trying to online—starting on the NBC Web make what we put on the Web site. ‘The Doctors’ is an interesting more multimedia. And what we concept—real professionals doling Extinguish the pain. really want to do on the Web is out information, dressed for the make it interactive and have it part, including a ‘Dr. McDreamy’ in A recent survey by the American Podiatric Medical Association (APMA) linked to other materials and let scrubs as one of the show’s hosts.” shows nearly two thirds of your readers suffer from foot pain. That’s why people ask questions. We’re just fig- Whether on the Web or on the we’re focusing on heel pain during April’s Foot Health Awareness Month. uring out how to do that,” he said. air, AHCJ members and all health Using video, for instance, Dr. reporters need to follow Mr. Holtz’s Let your readers know heel pain doesn’t have to impede their lives! LaPook has filmed sequences advice: “Be an independent and APMA can provide information, statistics and expert interviews with exclusively for the Web that re-cre- skeptical observer.” member podiatrists on the latest in heel pain treatment and much more. ate what happens during a stress Ms. Cooper concurred. “Mea- Contact us at 301.581.9227 or [email protected]. test. Another sequence will find sure twice, cut once. Double-check him strapped to a gurney for a sim- your facts and don’t rely on one ulated trip to the hospital in an source for any story. Beware of ambulance. “We’re going to do the duplicated stories on different sites emergency room, too. We’re going and always follow up with original to film behind the scenes and iden- reporting. Find your own local tify who’s the most important per- expert to put on record.” ■ TW MAIN 04-13-09 A 31 TVWEEK 4/9/2009 3:56 PM Page 1

TELEVISIONWEEK April 13, 2009 31 FOLLOWING PRIMETIME’S

THE SOURCE Fox’s “House,” starring Hugh Laurie, has inspired stories on amyloidosis and LEAD Asperger’s syndrome. ‘House’ Gives Fox Affiliates Fodder for Developing Health Stories By Hillary Atkin meningitis vaccine, which is avail- ple. He’s been concerned that Special to TelevisionWeek able in most college health centers strangers feel scared or threatened Sometimes a well-wrought and from most family doctors. by him. Mr. Anderson finds small primetime medical drama can lead Another KTTV story that talk confusing and he’s often baf- to compelling heath care reports echoed a theme on “House” pro- fled by subtle social cues, such as on real-life local newscasts. filed a young man with Asperger’s facial expressions. Take the award-winning Fox syndrome, an autism-like condi- While reading other people is medical drama “House.” In each tion that socially isolates him. something he will likely struggle episode, Dr. Gregory House—as Ben Anderson can hear a song with for years to come, the piece once, sing it and play it, sounding showed that, through his music, he portrayed by Hugh Laurie—solves REALITY KTTV’s report difficult medical mysteries with a about Melanie Benn’s bat- like the artist who did the song. The has found a way to express his team of diagnosticians at the fic- tle with bacterial meningi- musically gifted 20-year-old taught thoughts and feelings and help tional Princeton-Plainsboro tis was spurred by an himself the entire Beatles catalog, others relate to him. Teaching Hospital. episode of “House.” most of Bob Dylan’s songs and lots “A lot of interesting stories Dr. House, regarded as a mav- of early Eric Clapton tunes. Yet he is come across my desk,” Ms. Shaftel erick medical genius, is an infec- confused by the way strangers said. “We often them on a tious-disease specialist whose the- protein in his urine and investi- she now has a full life, she is respond to him. night where the audience will be ories about patients’ illnesses gated the cause. His diagnosis was angered that teenagers are still get- Mr. Anderson often says exactly most receptive. People watching often are based on subtle or con- made rapidly. They want other ting infected and losing limbs what he’s thinking, which some- ‘House’ are interested and want to troversial insights. people to have that same advan- because many aren’t aware of the times gets him in trouble with peo- know more.” ■ Fox affiliates across the coun- tage,” Dr. Giovinco said. “Our try are notified in advance of the viewers want to know the signs medical storylines. At many sta- and symptoms. We offer a big tions, health and medical variety of stories, affecting every- reporters and producers have one from newborns to seniors. Need information about health care? springboarded off “House” plot “Whenever you can make points to bring intriguing and something more interesting and impactful stories to their viewers. understandable, it’s worthwhile. At WTVT Fox 13 in Tampa, Utilizing these shows is fun and We’ve got you covered. Fla., medical correspondent Dr. gives viewers a different spin and Joette Giovinco has aired several perspective.” stories on amyloidosis, which Bacterial meningitis, Asperg- can cause organs including the er’s syndrome, facial deformities The National Coalition on Health Care is the largest alliance – with heart, lungs and kidneys to fail and childhood obesity are some more than 70 national organizations – working on health care reform. because of a secreted protein of the subjects dramatized on that kills cells in the organs. The “House” that have made for com- We are rigorously non-partisan. condition, although rare, is fre- pelling television news stories on quently mentioned on “House” KTTV Fox 11 in Los Angeles. We have a wealth of information about health care: as a potential diagnosis. The station aired a report about “Our first story profiled Tampa a Southern California woman, O O O Bay residents Lois and Richard Melanie Benn, whose limbs had to Uninsurance Health care costs Quality of care Policy options Singer in 2006,” said Dr. Giovinco. be amputated after a sudden out- “We started the story as Richard break of bacterial meningitis when And we can identify leaders for you to interview from our member was completing treatment and she was a college freshman. The used a clip from the episode to communicable disease seems to organizations, including businesses, unions, medical societies, patient highlight our coverage. No one target students in close living quar- advocacy groups, health insurers, pension funds, and religious, really understood the condition, ters, who share water bottles, uten- and the Singers were so excited to sils and even cigarettes. minority and disability organizations. see it on ‘House,’ and finally have “Bacterial meningitis gets into it acknowledged. They really want spinal fluid and starts to cut off to raise awareness, as most peo- circulation in the limbs,” said Ger- Think of us as a source of reliable information – ple who have amyloidosis are ri Shaftel, KTTV’s medical produc- and as a source of sources. misdiagnosed.” er. “It can start with a purple rash, WTVT teamed up with its sis- and if it’s not recognized immedi- ter station WNYW-TV to interview ately it can be devastating in the Mr. Singer’s doctor at New York’s space of 24 hours.” Sloan Kettering Hospital, who is Ms. Benn spent three months in National Coalition on Health Care one of the nation’s leading experts intensive care while doctors took Please call (202) 638-7151 on the disease. drastic measures to save her life. “For Richard, he had absolute- They amputated both of her arms or visit www.nchc.org ly no symptoms. He went in for a below the elbow and both of her routine exam, and they found legs. The report showed that while TW MAIN 04-13-09 A 32 TVWEEK 4/9/2009 4:12 PM Page 1

32 April 13, 2009 TELEVISIONWEEK NEWSPRO

GRAY MATTER ABC’s “Nightline” co-anchor Martin Bashir, right, broke a story about treating obesity with brain surgery.

ON THE SCENE ”Dateline NBC” anchor Ann Curry went to Serbia to document its archaic health care system. ple, as all nations once did. They should at least be able to count on fundamental care and respect.” eliminating or reducing the tremors Improving the conditions also and tics. Surgeons believe the proce- involves creating awareness in a dure is effective in treating behav- culture that looks upon disabilities ioral problems such as obsessive- as shameful, so much so that there compulsive disorder and are many cases in which children depression, and now hold hope are whisked away right after they’re about using it to fight obesity. born, and their parents never get to The implications are immense: If see them. hunger and satisfaction can be con- “Children deserve to be with their trolled by an electrical current in a parents. There are many of these chil- patient’s brain, it will be a major dren who don’t need 24-hour care,” breakthrough. Ms Curry said. “It was a tragedy.” “For people who are that over- Martin Bashir, one of “Nightline’s” weight, life is difficult,” said Mr. NEWSMAGS anchors, last month broke a story Bashir. “They are treated poorly in about an experimental treatment for everyday life, and yet this woman is obesity that gives hope to thousands completely unembittered. Carol Poe of people battling what often seems is a remarkable woman. Twenty years like an insurmountable condition. ago, she had bariatric surgery, and In the piece, he chronicled the she’s 60 now and wants to resolve the saga of Carol Poe, a morbidly over- problem. She’s a well-educated, intel- STILL OUT FRONT weight woman who underwent the ligent woman and the pain she felt most radical treatment ever devised was moving. She’s very courageous.” Network Stalwarts Keep Breaking Ground With World-Class Reports for obesity—brain surgery. She is only “Nightline” reported on another By Hillary Atkin health about the country’s dubious dren, documenting how an archaic the second person in the United pioneering medical procedure, using Special to TelevisionWeek distinction of having the highest child health care system—coupled with States to have the surgery, called deep adult stem cells from bone marrow to It was a spontaneous act of mater- mortality rate in the world; one in five cultural stigma—dooms children brain stimulation or DBS, to combat regenerate bones. Orthopedic stem nal nurturing that resonated round children dies before the age of 5 and born with mental disabilities to live obesity—and Mr. Bashir and his crew cell surgery has been practiced by the world. Actress Salma Hayek, the more than 20% of those deaths are their entire lives in underfunded and got exclusive access to the operating only a handful of doctors nationwide, mother of an infant daughter, decid- caused by tetanus. understaffed institutions without room at a West Virginia hospital. and reporter Juju Chang spoke with ed to breast-feed an ailing infant boy “The dedication of the people we proper medical care. “It was one of those moments I one of them about the hope that $250 in Sierra Leone as ABC News “Night- met and their commitment is so “There are places in the world felt I was on the cutting edge of sci- million in new federal funding for vet- line” cameras captured the moment. intense, and their success is terrifical- where the level of suffering is difficult ence,” said Mr. Bashir. “I’ve been pres- erans will offer wounded soldiers a Ms. Hayek, along with “Nightline” ly optimistic in that regard,” Ms. to fully fathom,” Ms. Curry said. She ent for surgery separating conjoined chance to heal from injuries that anchor Cynthia McFadden and her McFadden said. and her crew were able to videotape twins and a heart transplant, but I’ve might otherwise have left them crew, was in the impoverished African When it comes to groundbreaking shocking conditions in three institu- never been in an operating room unable to return to work or even walk. nation with UNICEF, which is spear- health journalism, television network tions in the eastern European coun- where someone‘s brain is being pene- “It’s pretty miraculous what heading a major drive to inoculate newsmagazine programs use their try, which was formerly part of trated and they’re awake, and it was they’re doing,” said Ms. Chang. “The against tetanus, a preventable disease resources to devote months of re- Yugoslavia. They then presented their breathtaking and miraculous. It was a word miracle is overused, but to wit- that kills thousands of children. search to report on medical break- findings to Serbian officials, who huge privilege and the cusp of some- ness what can only be described as “It’s always difficult to be in a place throughs and often travel the globe to vowed to change things. thing remarkable.” miraculous bone regeneration was where people are suffering, particu- bring stories to viewers. “Outrage is what causes change to Deep brain stimulation has awe-inspiring. What is heartening is larly kids. It was a very painful yet “Dateline NBC” anchor Ann Curry occur,” Ms. Curry said. “In the United already proved successful in treating now all these ideas can be put to the hopeful trip,” said Ms. McFadden, went to Serbia to investigate another States, we once had a shameful histo- neurological conditions such as test with stem cell treatments of who was briefed by the minister of heart-wrenching story involving chil- ry in how we treated mentally ill peo- Parkinson’s disease and epilepsy, by every stripe.” ■

The next time We can help you understand you’re doing a story, evidence-based medicine and comparative effectiveness research.

keep us in mind. www.npcnow.org

Andrea Hofelich Director of Communications 703.715.2741 [email protected] TW MAIN 04-13-09 A 33 TVWEEK 4/9/2009 3:33 PM Page 1

TELEVISIONWEEK April 13, 2009 33

A WINNER CNN Chief Medical Correspondent Dr. , right, was honored with the first Health Communicators Achievement Award at this GETTING year’s NAMC meeting. CAMERA- READY Medical Communicators Group Helps Health Care Pros Handle the Spotlight “doctor-ese” when explaining Some folks measure success of smaller-market stations have information to lay audiences. that medium by the virtue of shifted to using syndicated med- By Elizabeth Jensen prepare physicians to handle the Too often, Ms. Buckley said, something becoming viral; oth- ical news, eliminating in some Special to TelevisionWeek spotlight,” said Joanne Buckley, doctors “run to the safe zone of ers say, ‘Wait, wait, wait.’” cases their need for local medical Medical communications can NAMC’s executive director. education and hard words,” for At the same time, she said, the experts. be the trickiest of journalism The annual meeting, she said, instance, saying “cranial box” when beauty of blogs done right is that Marketing for specific hospitals professions. was born out of a “realization that “skull” will do. they can be linked to, eliminating cloaked as medical news makes The information conveyed by there was a niche group of physi- But other skills taught at the some physicians’ fears of being some in the profession nervous. health care professionals in the cians being tapped for their med- conference have expanded along misquoted. But on the national level, the syndi- media can save—or cost—lives. ical expertise, and they could use with the changing media land- The issues get even thornier cated daily talk show “The Doctors” When patients are involved, strict some schooling.” While media scape, and encompass everything when it comes to dispensing med- has gathered a large daily audience federal privacy laws come into play. savvy is “more of an instinctive from honing one-minute messages ical information via newer ele- around the topic, creating even On television, complicated, often thing,” she added, there are certain to using YouTube to speak directly ments of the digital world, such as more interest. technical messages must be deliv- skills and rules that can be learned to the public. Facebook and Twitter. For its 30th anniversary next ered in increasingly shorter sound- even as medical communicators How to participate in blog- For those who are still drawn year, Ms. Buckley said, the organi- bites. And in the interactive digital try to find their way in the world. ging is a particular concern to television, the opportunities zation hopes to draw more world of the blogosphere, it’s easy At the early April gathering, Dr. among medical communicators are changing. These days, younger members to its mix. The to lose control over how the infor- Sanjay Gupta, CNN’s chief medical these days. One issue “is fear of “Reporters like myself are truly a meeting will be in April, she said,

mation is used. correspondent, was honored with the unknown,”IHV saidGallo Ms. Ad_TVWeek.ai Buckley. 4/6/09luxury 10:28:20at many TVAM shops,” said although the precise date and loca- For 29 years, the National the first annual Health Communi- “It’s not a controllable medium. Dr. Simbra. Meanwhile, many tion haven’t been set. ■ Association of Medical Commu- cations Achievement Award. nicators and the American Med- Although not a member of the ical Association have teamed up group, Dr. Gupta—who was being to help medical professionals considered for the surgeon general May 9-11, 2009 who are also broadcasters, writ- post in the Obama administration University of Maryland School of Medicine ers, webcasters and organization- before withdrawing his name in al spokespersons to hone their early March—exemplifies the and the National Cancer Institute skills, however optimal or not the heights to which medical commu- PRESENT THE SYMPOSIUM reporting environment. nicators can aspire. But Ms. Buckley said the con- 25 Years After “... Physicians ference isn’t about fame. “It’s bigger DISCOVERING HIV AS than being in front of the camera,” THE CAUSE OF AIDS being tapped for she said, citing one group that attended the recent conference Baltimore Marriott, Inner Harbor at Camden Yards their medical because they “believe that commu- Baltimore, Maryland expertise ... nications skills are key to delivering better medicine” and patient care. could use some Dr. Gupta, she added, “will say the same thing: It’s medicine first.” schooling.” While the group previously was Joanne Buckley, NAMC largely limited to physicians, today it is more encompassing, with At their recently concluded members and conference atten- annual Medical Communications dees who are communications Conference in Santa Ana Pueblo, directors for specialty health asso- HONORING N.M., the agenda was laced with ciations, as well as nurses, dentists sessions devoted to helping atten- and even veterinarians. Robert C. Gallo, MD dees find their way in the increas- “It’s a nice meeting where all ingly complex media world, from a these parties can interact together,” University of Maryland School of Medicine case study in how to satisfy said Dr. Maria Simbra, a retired Institute of Human Virology (IHV) demanding reporters and protect neurologist who is the medical patient privacy when a public fig- reporter for Pittsburgh’s KDKA-TV Let IHV be your source for ure is hospitalized to training in and the newly elected vice presi- HIV/AIDS information. reporting medical developments in dent of NAMC’s board. The meet- one-minute snippets. ing allows journalists to interact Journalists are invited to the symposium at no charge. The organization, which in with sources and come away with For more information or to attend the symposium, recent years has drawn about 150 “more realistic expectations of please call UMSOM Media Relations at 410-706-7590, people to its conference, can claim what each party can do, what their or email [email protected]. some illustrious alumni, including roles are,” she said. NBC News’ Dr. Art Ulene and ABC Doctors who attend can get www.Gallo25.umaryland.edu News’ Dr. Timothy Johnson. “Regu- training in such basic skills as lar medical training doesn’t really avoiding what Dr. Simbra called TW MAIN 04-13-09 A 34 TVWEEK 4/10/2009 3:55 PM Page 1

34 April 13, 2009 TELEVISIONWEEK NEWSPRO

Q&A you’ve had a heart attack, some of the muscle in your heart is dam- aged. And hopefully what will happen down the road is that you CNN’S COHEN: KEEPING could make cardiac cells out of these stem cells and use those cells to repair the damaged heart HEALTH NEWS SIMPLE muscle. So I try to bring it home in a way that everyone can relate to. Ms. Cohen spoke recently with Veteran Makes TelevisionWeek special correspon- TVWeek: Speaking about fertili- Complex Issues dent Hillary Atkin about the chal- ty clinics, what sort of stories did lenges and rewards of her health you do on the octuplets? How did Easy to Grasp and medical beat. you begin your coverage and where are you now with it? Elizabeth Cohen aired her first TelevisionWeek: With President Ms. Cohen: The way I began health story on CNN in 1991. Now Obama recently signing the embry- my coverage, I could tell that I the network’s senior medical cor- onic stem cell research bill, and might have shocked some people, respondent, Ms. Cohen has knowing it was on tap several days because before we knew who reported health and medical beforehand, how do you prepare Nadya Suleman was, there was so angles of major news stories, from for a huge medical story like that? much excitement about this. I Hurricane Katrina to the Sept. 11 Elizabeth Cohen: Actually I’ve mean people kept using the term terrorist attacks to the recent sud- been preparing for that for over a “miracle,” and saying it was won- den death of actress Natasha decade, since I’ve been doing stem derful. And I sat there on the set Richardson. cell stories. I covered the story the on CNN and said, “You know Ms. Cohen has a master’s first time that they actually pro- what? Fertility doctors do not con- degree in public health and has duced an embryonic stem cell line. I sider this a miracle. They consider received a number of awards for actually went to Israel to visit the it a nightmare. This is what’s not her work, in addition to being labs of the scientist. When I knew supposed to happen.” The birth of honored by the Association of that it was coming up, I had flash- any baby is a blessed event—I Health Care Journalists, the News- backs to when I was sitting on the have four of them myself—but woman’s Club of New York and the desk when President [George W.] having eight babies is not a safe Columbia University Graduate Bush made his famous stem cell thing for the mom and it’s not safe School of Journalism. announcement back in 2001. And, I for the babies. I think people pic- Her colleagues say she pursues remembered all the discussion tured in the beginning that this health news with a passion and around that, all the different sides was a nice mom and dad some- delivers it to viewers with a sim- and all the different voices, one side where who had been trying for saying this is going to be great and years to get pregnant and finally plicity that’s not patronizing or Elizabeth Cohen condescending, just easy to the other side saying this is going to were able to have a family, and understand. She reports on-air be a disaster. But it was interesting when they realized that she was a several times each day and has a to be sitting at the desk seven and a TVWeek: I understand you did Ms. Cohen: It was a pretty little bit different than what peo- weekly column on CNN.com half years later—and, watching, at least 13 spots in two hours on-air. intense day. My main objective ple expected—nobody expected called “Empowered Patient,” an being right there as President Oba- Tell us about that process and how when I sit down at the desk is I Nadya Suleman. I mean, you informational consumer health ma reversed that decision. you get ready to do so many reports want the viewer to understand couldn’t make her up. But of segment. in such a short period of time. what I’m talking about. Some- course they had a very different times I feel like reporters are talk- reaction than they had in the ing to doctors. Or they’re talking to beginning. politicians. I want to talk to my viewers, who are, for the most TVWeek: How do you work in part, not doctors and politicians. conjunction with CNN Chief Med- So I think, what is the simplest ical Correspondent Dr. Sanjay way that I can explain this thing so Gupta? that it’s simple and accurate? And Ms. Cohen: We really work in I feel like I’ve been successful parallel. We both cover the same when, later that day, people come stories. He’s on some shows and up to me and they say, “Oh! Stem I’m on other shows, and it’s just cells! Now I get it!” They got it sort of distributed at different We support because I really made an effort to points of the day depending upon explain it in a way that people our availability. He and I compare could understand. So to me that’s notes and we talk about stories. news organizations the most important thing with the segment, with a topic like stem TVWeek: You’ve said one of your in their commitment cells, because it is so confusing. most important goals is having And you really can get bogged empowered patients. But how can down in the minutiae of it. But I a medical journalist such as your- to quality in try to deliver sort of the take- self make it easier for patients to be home message for people. empowered in the U.S. health care medical journalism. system? TVWeek: How do you make Ms. Cohen: Well, the way the complicated scientific information U.S. health care system is now is like that easy for the viewers to that you really need to be empow- understand? ered, and I always say that the days To apply for a free media Ms. Cohen: I just lay it out of Dr. Marcus Welby are over. I there. I explained that the reason mean, the fact that a doctor is subscription, visit our why embryonic stem cells are so going to take care of absolutely Media Center at controversial is that you have to everything—it just doesn’t work destroy an embryo to make them. that way anymore. Doctors are http://media.nejm.org. And I explained where those extremely busy, there are all sorts embryos come from. I think every- of time constraints, there are some body knows someone who has financial constraints. And you have had to have fertility treatments. to be in charge of your own health Doctors go to those fertility labs, care. I’ve learned that through fam- they take some embryos the par- ily members with their own health ents don’t want anymore, and they problems. I’ve learned that through use those to do stem cell research. some very complicated pregnan- Then I try to explain what they do cies I had. You need to be a partner with those cells and how they with your doctor to get you the best could be useful, for example, if health care. ■

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