Health Care Journalism in Ble

Home , Brian Williams, Dan Rather Reports, Joe Fryer (journalist), Nancy Snyderman

TW MAIN 03-24-08 A 13 TVWEEK 3/20/2008 6:43 PM Page 1

DAN RATHER SPEAKS OUT TELEVISIONWEEK March 24, 2008 13 NEWSMAN HAS PLENTY TO SAY ABOUT THE STATE OF MEDICAL REPORTING. ... PAGE 14 SPECIAL SECTION INSIDE

AHCJ Marks 10 Years This week’s annual conference in Washington promises a mix of history and timely politics. Page 16 NewsproTHE STATE OF TV NEWS Couric’s Campaign Katie Couric continues her quest to get out the word on a disease that has touched her life. Page 18

Recalling a Bad Year How health journalists struggled to keep the public informed on a staggering number of product recalls during 2007. Page 22

The Best of 2007 A look at this year’s AHCJ honorees for health reporting in broadcast, print and online. Page 30

Facing a Threat “Dateline’s” Chris Hansen confronts scam artists who put lives at risk by selling fake drugs. Page 38

‘Sicko’ Effect Michael Moore on the role of his film in raising the profile of health care as an issue. Page 39 Television Journalists and Programmers Scramble to Satisfy Demand for Health News Environmental Health A look at where the medical beat By Debra Kaufman intersects with its close cousin, Special to TelevisionWeek environmental reporting. Page 40 For attendees flocking to the March 27 opening of the annual convention of the Association of Health Care Journalists in Washington, D.C., it’s a good time to reflect on the hot-button topics of the past year. Snyderman’s “We’re seeing more health care coverage than we ever have, on all kinds of top- Net Gain ics,” said AHCJ President Trudy Lieberman, professor at CUNY Graduate School of NBC chief medical Journalism. “Station owners, managers and news director think that’s what people correspondent Dr. want—and they’re right. As we’re moving toward the election, we’re seeing news Nancy Snyderman details her outlets trying to tackle health care policy stories. Despite the challenges in the multiplatform industry, there’s more to cover than before, more complex issues and better mission. Page 41 trained reporters and more resources.” Health care stories have never been more popular, from young people just out in the workforce who don’t have health insurance to baby boomers facing issues of Medicine Man aging. But as the appetite for health care stories grows, stations are slashing the Veteran KNBC-TV medical reporter resources that are the foundation of good reporting. Dr. Bruce Hensel on what it takes to keep viewers engaged. Page 43 “There is absolutely no doubt that at all levels and all genres, journalism is under assault in terms of cutbacks and layoffs,” said Matt James, senior VP, Kaiser Family Foundation. A Game Changer? “Trained and experienced health care reporters are being let go and experiencing Examining the impact syndicated cutbacks in research money and travel,” Mr. James said. “As a consequence, the door “Dr. Phil” spin-off “The Doctors” will has been opened for PR agencies and others to swoop in and get more of their stories have on the dissemination of medical information. Page 46 on the air … [video news releases] masquerading as news stories.” The creep of commercialism into health care reporting is another concern for many in the industry. “In this wounded economy, the [station faces] many pres- Drawing the Line sures—and the pressures are getting worse every day—in the direction of looking Experts break down the hot-button more kindly at press releases, VNRs and briefs from wire services,” said Gary issue of sponsored TV medical Schwitzer, director of the health journalism master’s program at the University of news segments. Page 47 Minnesota School of Journalism and Mass Communications. “Another potentially dangerous situation is being created if the people with specialized training aren’t looking at these things coming into the assignment desk. Without that special eye, Continued on Page 26

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14 March 24, 2008 TELEVISIONWEEK NEWSPRO SHORT ON DETAILS Q&A Campaign ads for Hillary Clinton, top, and Barack Obama don’t offer much in RATHER’S STILL the way of specifics. MAKING NEWS AT HDNET ‘Toxic Trailers’ Piece Among AHCJ’s Reporting Honorees On March 29 the Association of Health Care Journalists will present awards for the best health reporting For a complete of 2007. Among list of winners, the winners in the see Page 30. television category is legendary GETTING TO newsman Dan Rather, who since leaving the CBS News anchor chair in 2005 has resumed his bulldog investigative reporting as managing editor and host of HDNet’s newsmagazine “Dan Rather Reports.” NITTY-GRITTY Mr. Rather, Chandra Simon and Resa Matthews collaborated on a report called AHCJ “Toxic Trail- ers.” In the AWARD report, which will be hon- ON PLANS WINNER ored at Health Journalism 2008, they investi- AHCJ President Trudy Lieberman, a gated the portable homes the Federal Journalists Must Help professor at CUNY Graduate Emergency Management Agency Public Understand School of Journalism, described the gave people displaced by Hurricane level of conversation: “The topic of Katrina and why the trailers made Candidates’ Proposals health care reform in the presiden- those living in them ill. ic Trailers,” what’s your responsibility? public to know, and if someone in a By Debra Kaufman tial campaign thus far has been In an in-depth talk with Televi- Dan Rather: I see my job as a jour- position of power doesn’t want the Special to TelevisionWeek notable for the brevity of the dis- sionWeek correspondent Allison J. nalist as being an honest broker of public to know, that’s news. Nearly Health care policy is one of the cussion about it—the soundbites Waldman, Mr. Rather spoke about information. My first responsibility is everything else is advertising. hottest issues in the primary race that have created the impression that award-winning story, the current to be as accurate and as fair as possi- between Democratic presidential that the sum of the debate facing state of health care journalism in ble. Our job is to acquire the informa- TVWeek: Advertising—in what candidates Barack Obama and Hillary the nation is whether or not to America and television news as it was tion and put it out to the public. Now, way? Clinton. But, although they spar mandate coverage and whether 15 before and as it is in 2008. there are a lot of interpretations, but I Mr. Rather: If the head of FEMA about their divergent plans, neither of million people will go without cov- ascribe to this: There’s a particular comes out and holds a news confer- them has spelled out the details. erage if Barack Obama is elected. TelevisionWeek:When you way of doing investigative journal- ence to talk about the wonderful In a story on this topic for the “Journalism is following what approach health care stories like “Tox- ism. Use what is important to the Continued on Page 30 Columbia Review of Journalism, Continued on Page 28 Project24 3/12/08 5:15 PM Page 1 TW MAIN 03-24-08 A 16 TVWEEK 3/19/2008 6:58 PM Page 1

16 March 24, 2008 TELEVISIONWEEK NEWSPRO MORE TO COME Atten- dance at this year’s Asso- ciation of Health Care Journalists conference is expected to exceed last year’s total of 400. TAKING STOCK OF 10 YEARS OF AHCJ Strangers With a Common Idea Started It All By Allison J.Waldman Special to TelevisionWeek Writers, reporters and other media members of the Associa- tion of Health Care Journalists will gather for their annual conference in Washington starting March 27, marking the 10th anniversary of the organization’s creation. “Duncan Moore and I both had the same idea to form an association of health care journalists,” said Melinda Voss, the group’s first executive director. J. Duncan Moore was a reporter for Modern Health- care magazine, and Ms. Voss was then a health reporter for POLITICS MEETS the Des Moines Register. “We did not know each other, but we both went to a conference in Bloomington, Ind., Elizabeth Edwards will speak in March of 1997,” Ms. Voss at the AHCJ conference. said of the conference, which was sponsored by the Henry J. gle with cancer, to see things from Kaiser Family Foundation. HEALTH IN D.C. the other side. She’s often said on “Duncan got up and said, ‘I the trail that she’s fortunate that think we should form an Election Invigorates really cool that this is the presiden- she does have health insurance organization,’ and as soon as HEALTH JOURNALISM tial election year and we’re in Wash- and she has a support system. She’s he said that, it was, ‘Hooray, Annual Gathering of ington. A lot of the focus will be on met so many people who have not let’s go for it!’ So he and I got 2008 policy issues and the issues that will had that, and that’s why she feels as together and started recruiting Health Care Media What: Annual conference of certainly be on the forefront of the strongly as she does. It will be great people to go to a meeting in By Allison J.Waldman the Association of Health Care presidential election.” to hear from her.” September in Chicago to talk Special to TelevisionWeek Journalists With the talk of politics so Ms. Edwards will speak at the about forming the associa- While the candidates for the Where: Washington, D.C. prevalent, the AHCJ has scored a Awards for Excellence in Health Care tion.” presidency criss-cross the nation When: March 27-30 coup with its choice of keynote Journalism luncheon on Saturday. One of the first tenets in talking about the American health Hosted by: Georgetown Univer- speaker. “We’re really pleased that Also scheduled to appear at the forming the association was care system and how they plan to sity Medical Center and George- it is Elizabeth Edwards, the wife of gathering is the Secretary of the deciding what kind of group deal with it if elected, the health town University Hospital John Edwards,” he said, referring to Department of Health and Human they were going to be. They care broadcasters, journalists, Details: healthjournalism.org the former senator and Democratic Services, Michael Leavitt, who on chose to be an independent, reporters and media members will presidential candidate. “She’s going Friday will give a one-hour news nonprofit organization dedi- gather in Washington March 27-30 Charles Ornstein, metro inves- to talk to us about her experiences conference to discuss the current cated to advancing public for their 10th annual conference. tigative reporter for the Los Angeles on the trail, why she’s so passionate state of the health care system. understanding of health care The fact that this year’s function Times and vice president of the about universal health care and the One of the more interesting issues, writing a mission state- takes place in the nation’s capital Association of Health Care Journal- need for health system reform, but speakers on the AHCJ agenda is Continued on Page 25 only heightens the anticipation. ists board of directors, said, “It’s also about her own personal strug- Continued on Page 24 Missing a link in your chain of health expert sources? Child Health Expert Link is an online directory and other child health professionals and how to of over 450 child health experts based at the nation’s contact them through hospital public relations. children’s hospitals. A product of the National To start your search for a credible child health Association of Children’s Hospitals and Related spokesperson, please visit Institutions, it’s designed especially for professional www.childrenshospitals.net/expertlink. news media. Expert Link is searchable by state, an expert’s media experience and foreign language skills, and specialty areas such as asthma, obesity Child and cancer. With a few clicks, you can access Health information on pediatric specialists, researchers ExpertLink A MEDIA RESOURCE Project8 3/18/08 3:18 PM Page 1

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18 March 24, 2008 TELEVISIONWEEK NEWSPRO

Q&A BROADCASTER TAKES CANCER PERSONALLY Husband’s Death Informs Couric’s Crusade for Coverage of Colon Screenings The issue of health care journal- DIAGNOSES ism is important to Katie Couric, anchor and managing editor of “CBS Evening News.” More than almost any other high-profile television news professional, she has taken the OF THE RICH lead in medical news coverage. Since losing her husband, Jay Monahan, to colon cancer in 1998, Ms. Couric has joined the fight AND FAMOUS against the country’s No. 2 cancer killer. Celebrity-Related think it was very hurtful to his family In March 2000, she launched the before the true circumstances came National Colorectal Cancer Research Medical Stories Can out. I was disappointed that there Alliance in association with the was a lot of hearsay and conjecture.” Entertainment Industry Foundation Be Teaching Moments But the questions remained and and Lilly Tartikoff; the organization By Hillary Atkin the speculation continued for weeks. aims to fund new medical research in Special to TelevisionWeek What had caused the shocking death colorectal cancer and to conduct issues. I often flag stories, suggest death in this country. It has a cure Whether it is the recent revelation of the young, seemingly healthy actor? educational programs encouraging series and work with our producers rate of approximately 90% if detected that actor Patrick Swayze is battling While an autopsy report came the prevention and early detection of and medical correspondents. early. With recommended screening pancreatic cancer, the bipolar diag- back inconclusively, toxicology test the disease through proper screen- Because I had to learn about so and early detection, this is one cancer nosis of singer Britney Spears or the results released more than two weeks ing. University of Michigan scientific many complex medical treatments that is not only highly curable but sudden deaths of Heath Ledger and after his death ended the conjecture. researchers dubbed the 20% increase and then synthesize them during my also highly preventable. Experts say Kanye West’s mother, Donda, “Mr. Heath Ledger died as the result in colonoscopies performed in the husband Jay’s illness, I feel I have the most comprehensive test to pre- celebrity- related medical stories of acute intoxication by the combined U.S. “the Couric Effect.” become very adept at making these vent or detect the disease early is a focus intensely—and some say irre- effects of oxycodone, hydrocodone, For her March 2000 series on stories accessible and understand- colonoscopy. In one exam, a cancer- sponsibly—on the health issues colon cancer while she was with NBC able. They are critically important to ous or potentially cancerous polyp involved. But experts agree the cov- “The most respon- News, Ms. Couric received the the viewing public. can be detected and removed before erage can impart valuable informa- George Foster Peabody Award and it grows, penetrates the colon wall tion to the public. sible thing is to the network received the 2001 TVWeek:What skills and sensitivi- and spreads throughout the body, When the 28-year-old Mr. Ledger RTNDA-Edward R. Murrow Award for ty do you need to tell health care sto- metastasizing to other organs. All was found dead in a Soho loft in New report the facts in Overall Excellence. ries that are effective? insurance companies should cover York on Jan. 22, there was immediate a non-sensational On Sept. 5, 2006, Ms. Couric Ms. Couric: I think clarity is criti- colonoscopy, and many do. speculation on the cause of death. It became the first female solo anchor cal. Medical information can be so was initially reported that sleeping way and then, of a weekday network evening news complicated you almost need an TVWeek: Do most approve the pills and other prescription drugs broadcast. M.D. to understand it. So being able procedure? were found in the apartment, along when the actual For this special report on the to convey it in an understandable, Ms. Couric: Twenty-four states with a rolled-up $20 bill that appeared results come out, Association of Health Care Journalists unintimidating way is vital. Doctors and the District of Columbia require to contain drug residue. Within hours, conference, Ms. Couric fielded ques- sometimes talk in “medspeak,” so it that insurance companies cover the New York Police Department said report that. ” tions from TelevisionWeek correspon- sometimes requires several tries to screening colonoscopies for anyone the currency was clean and contained Dr. Marc Mani, plastic surgeon dent Allison J. Waldman about health get them to speak English! Also, these age 50 or over. I know my home no evidence of drugs. news coverage on her broadcast and stories often require talking to some- state of Virginia does, because my The media frenzy was on, but the diazepam, temazepam, alprazolam around the TV dial, and discussed one about life-and-death situations, sister Emily sponsored the legisla- facts were few and far between as the and doxylamine. We have concluded her ongoing efforts to raise aware- and they are fraught with emotional tion when she was a state senator story was written in real time in a that the manner of death is accident, ness of colon cancer and get the word landmines. But these stories work there. Fifty is when you should 24/7 news cycle. “It was a circus with resulting from the abuse of prescrip- out that it can be successfully treated best when they feature a human face. begin to get screened if you are at speculation that was inappropriate tion medications,” said New York’s if caught early. Reporters must be caring, compas- average risk, but if you have certain about a suicide or drug overdose,” chief medical examiner. sionate and empathetic. risk factors, such as a family history said Dr. Paul Dougherty, a Los Ange- The news spawned an additional TelevisionWeek: How involved are [of colon cancer], you should talk to les ophthalmologic surgeon who round of stories, including reports on you with the decisions about covering TVWeek:What are the issues about your doctor about being screened serves on the editorial board of the the dangers of mixing prescription health care issues on the “CBS Evening colon cancer and colonoscopies that earlier. People should keep in mind Journal of Refractive Surgery. “It was drugs—useful information that News”? people need to know and understand? that only about 25% of all cases more about getting ratings than affects untold numbers of people tak- Katie Couric: I am very involved, Ms. Couric: Colorectal cancer is involve a family history, which informing what happened. They ing multiple medications. because I am so interested in medical the second leading cause of cancer Continued on Page 26 didn’t have all the information. I Continued on Page 27 Project6 3/18/08 2:55 PM Page 1

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20 March 24, 2008 TELEVISIONWEEK

NEWSPRO LIKE IT IS Actor Joe Pantoliano, left, who has battled clinical depres- sion, brought his story WORKING SUNDAY to “Sharing Miracles.” MORNING ‘MIRACLES’ Drug Makers’ Paid strength are on full display in an ming” series features profiles of episode of the 30-minute program people who face chronic or life- Program Mixes Soft “Sharing Miracles,” which airs Sun- threatening illnesses with courage. day mornings in 25 markets reach- Among other subjects of profiles are Sell, Vital Information ing 15 million homes (as of April). former White House Press Secretary By Debra Kaufman “Sharing Miracles” is a produc- Tony Snow, who is battling colon Special to TelevisionWeek tion of the Pharmaceutical cancer; two-time cancer survivor In the end segment of each 475 public and private patient Coach Kay Yow, North Carolina Research and Manufacturers of Sean Swarner, who climbed the episode, a company representative assistance programs, including State’s women’s basketball coach, is America (PhRMA), which repre- tallest mountains on seven conti- talks about the disease and what more than 180 programs offered by an oft-cited inspiration in the can- sents the country’s leading phar- nents; “Leave It to Beaver” TV star treatments and medicines are avail- pharmaceutical companies.” Mr. cer community for her unflagging, maceutical research and biotech- Jerry Mathers, who has diabetes; able. Johnson pointed out that the “com- unflinching fight against metasta- nology companies in Washington. and talk show host Montel Williams, From pitches for rock-hard abs mercials” do not deal with any spe- sized breast cancer. Her humor and The 30-minute “paid program- who has multiple sclerosis. to cubic zirconium jewelry, paid cific drugs, whereas other ads talk programming has always been a about new medicines in develop- reality of broadcast television and a ment without naming them. staple of some cable networks. But the brash salesmanship of the Done In-House infomercial has given way to the Mr. Johnson declined to reveal more sophisticated program that the cost per episode of producing marries high production values the program, but said everything is and softball sales to achieve a done in-house, with a staff of “over broader agenda. 20,” with the exception of an out- “Sharing Miracles” fits that to a side lighting consultant and an T. Production values are high; the outside audio consultant. On-staff program is produced in PhRMA’s $1.5 million, state-of-the-art digital “There’s a lot of broadcast facility outfitted with Sony DXC-D50WS cameras. (Field cynicism in production uses a high-definition Sony HDW-730S along with two America, particu- Beta SP cameras.) The guests who larly with regard are the focus of each program are big enough names to be recogniza- to prescription ble to the public, and their stories medicine.” are well told. And the agenda is to “sell” a new image of the big phar- Ken Johnson, senior VP, PhRMA maceutical companies. “In all honesty, we’re trying to engineer Kevin Barber directs the take our story to people outside of shows. “It’s a truly home-grown the critical media filter,” said product,” Mr. Johnson said. PhRMA Senior VP of Communica- Paid programming isn’t journal- tions Ken Johnson, who is execu- ism, but media experts acknowl- tive producer of “Sharing Mira- edge that PhRMA has the right to cles.” “There’s a lot of cynicism in produce it and TV stations have the America, particularly with regard right to air it. “They’re entitled to to prescription medicine. A lot of spend their money any way they people have said we’re Darth Vader, want, and TV stations are entitled but we develop new life-saving to take it,” said former CNN medicines. We want to let people reporter Gary Schwitzer, who is know that help is on the way.” director of the health journalism

“Sharing Miracles” is broken up master’s program at the University by “commercials” for PhRMA’s Part- of Minnesota’s School of Journal- nership for Prescription Assistance, ism & Mass Communications. “I’d which PhRMA describes as “a sin- just throw up a huge caveat emptor gle point of access to more than to any viewers of Sunday TV that

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TELEVISIONWEEK March 24, 2008 21

[“Sharing Miracles”] won’t make their newscasts without labeling it of “The Medical Science of ‘House, them a smarter health care con- as such. Viewers had better be M.D.,’” pointed out, “Stations have TARGETED ”Sharing sumer.” smart and aware that there’s mon- the duty to provide balanced pro- Miracles” executive pro- The focus on true stories, ey exchanging hands,” he added. gramming, even though the fair- ducer Ken Johnson, left, rather than a hard sell on the At one of the stations that ness doctrine isn’t in force. If they said it is aimed “outside pharmaceutical industry, blunts runs “Sharing Miracles,” KOVR- accept a program that only tells the critical media filter.” some of the criticism that jour- TV in Sacramento, General Man- one side of the story, they need to nalists and media experts often ager Bruno Cohen said the sta- do something else to balance it,” level at paid programming. “It tion makes it clear to its viewers he said. “And if they’re not, why appears to be a 28-minute, walk- that “Sharing Miracles” is fully not? Does the station leave a gap- ing, talking brochure,” said Ed sponsored, paid programming ing silence to any opposing point Silverman, who reports on health “by airing an audio and video of view? Are audiences for sale to care for the Star-Ledger of New announcement immediately pri- the highest bidder?” Jersey and whose news-driven or to every broadcast, and clearly Mr. Johnson expects the criti- blog Pharmalot covers the phar- identifies the sponsor within the cism and has an answer for it. maceutical industry. “That said, program both at the beginning “We’ll be judged by whether or it does have some compelling, or and end of each episode.” not people watch,” he said. at least poignant, individual sto- Independent health journalist “What we’re doing is presenting a ries that are clearly designed to Andrew Holtz, who writes the side of the story that doesn’t get tug the heartstrings. In that online Holtz Report and is author told in the mainstream press.” ■ regard, I imagine it’s effective.” Mr. Johnson said it hasn’t been difficult to find high-profile guests who want to share their stories and a message of hope for those suffering with a disease or those who care for someone who is. Upcoming subjects include actors Joe Pantoliano and Chazz Palminteri and singer Deborah (formerly Debbie) Gibson. The “Sharing Miracles” Web site is designed to allow patients to share their stories. “It’s rapidly fill- ing with stories from all over the country,” said Mr. Johnson. “And through the Web site we’ve been contacted by thousands of people asking for [free] copies of the show. It costs us $1 to reproduce the DVD, but it’s money well spent in the goodwill it engenders.” Time Slots Matter He reported that PhRMA sells the show on a station-by-station basis. “A lot of it has to do with time slots that are available, as well as lead-ins and lead-outs,” he said. “We try to find spots where we are a tie-in with the Sunday talk shows. There are a lot of people who flip the channels on Sunday to see who’s on ‘Meet the Press’ or ‘CNN With Wolf Blitzer.’ They see Tony Snow and ask, ‘What’s this about?’ And then they’re hooked on the show.” Mr. Silverman said he under- stands why PhRMA is producing and distributing “Sharing Mira- cles.” “Just because an industry has done certain things that are questionable and in certain cases unfortunate doesn’t mean that the entire industry is wrong or doesn’t sell legitimately useful products,” he said. “I think they have the right to promote their products. They’re very defensive and frustrated and want to find some other way to reach the average American. At the end of the day, it’s one long tug of the heartstring, and you have to take it with a grain of salt.” Media experts’ concerns focus on whether the stations are doing a good job of letting viewers know “Sharing Miracles” is a paid program. “Otherwise, if this comes across as a feel-good story about the PhRMA program without that disclosure, I’d hold the TV station accountable,” said Mr. Schwitzer. “It’s a point of concern given that dozens of TV stations have gone into sponsorship deals with hospitals to put paid-for news in TW MAIN 03-24-08 A 22 TVWEEK 3/19/2008 7:11 PM Page 1

22 March 24, 2008 TELEVISIONWEEK NEWSPRO WHERE’S THE BEEF? The number of recalls of food products alone reached a staggering height last year.

A BANNER YEAR Images / Getty Platt Spencer FOR RECALLS mineral water with arsenic. tical drugs also had a rough year, as Tainted Products Were From cantaloupes to ground beef, Chinese-made tainted heparin dom- Among Health Care’s sesame tahini to parsley powder, inated headlines in recent months. frozen pot pies, organic baby cereal, “2007 was over the top,” said Don Biggest Stories in 2007 toothpaste and mouthwash, the Mays, senior director for product By Debra Kaufman recalls of food products alone in 2007 safety and technical public policy of Special to TelevisionWeek were staggering. Consumer Reports, which dubbed or small magnets,” he said. “The FDA director of digital media Kelly Zuber Fifteen thousand pounds of That doesn’t include the health 2007 “the year of the recall.” also had a series of problems with said the station’s Web site has a sausage contaminated with Listeria, dangers from other products. Chi- “There were a record number of food contamination, and drug issues prominent page devoted to health 21,000 packages of trail mix contain- nese-made toys with lead-based recalls—473—by the Consumer included the heparin issue and the and works in concert with station ing glass fragments, 326 million paint made the news, but 1.6 million Product Safety Commission, includ- massive recall of toothpaste with a health reporter Joy Sutton to fill the pounds of salmonella-infected Cub Scout badges also were recalled ing 30 million toys recalled because type of antifreeze blended in.” site with stories. peanut butter, 376,000 bottles of for excessive lead levels. Pharmaceu- of either lead paint or toxic chemicals TV stations have responded in Recalls, she said, often are cov- force. “We did a lot of coverage on the ered on the Web site’s consumer lead in toys coming from China,” said watch page. “It seems like every other Debby Knox, medical reporter at day we’re doing a recall story,” she WISH-TV in Indianapolis. “Our local said. “We don’t have a separate page health department tested the toys for recalls, but I think a specialty page and local kids. That was huge, and I is in our future, because people are think it’ll continue to be huge as we so interested in that.” get into the toy season in the fall.” Recall coverage does, however, At NBC affiliate KNSD-TV in San have its pitfalls. Ms. Pico said she Diego, medical reporter Peggy Pico prefers not to cover these stories, said she has noticed more coverage which she calls “day of” stories. “I of recalls in 2007. “It points to the fact usually pass those off to a general that people are more concerned assignment anchor or reporter,” she about their health,” she said. “There said. “I tend to think that recall sto- seems to be a mistrust of who’s regu- ries are reactionary. How many kids lating healthcare.” have been sick from lead toys? I did the lead paint story, but I also went to Promotable a lead testing center to test the toys. At KDKA-TV in Pittsburgh, med- And I got numerous letters from peo- ical reporter Dr. Maria Simbra also ple who said they grew up with lead GET TO THE HEART OF covers recalls. “We cover them paint [and weren’t harmed]. because they’re highly promotable,” “It’s very sensational,” Ms. Pico she said. “You can always put a com- added. “But what are we really look- HEALTH CARE POLICY. mercial on ‘look what’s being ing at within the health care implica- removed from your supermarket tions?” shelves.’ You explain the problem and Independent health care journal- If you need an expert on medical innovation and health care policy, that’s that. It doesn’t usually go ist Andrew Holtz, who writes online AdvaMed can help you get to the heart of the challenges and potential beyond a day or two as a story. newsletter the Holtz Report, agrees. solutions for better health care. AdvaMed represents America’s “I also try to explain the illness “I would put recalls in with other related to the recall and how it affects kinds of crisis reporting,” he said. medical technology and diagnostics innovators, providing clear and you and when to get help,” said Dr. “It’s in the same vein as a meningitis compelling insight on where health care policy is today—and where Simbra, who listed veggie snacks, outbreak at a local school. There’s it needs to be for a better tomorrow. CONTACT OUR EXPERT SOURCES: onions and spinach as recent recall always been that segment of health stories. “One of the challenges in cov- and medical coverage that responds Wanda Moebius, [email protected], 202-434-7240 ; Mark Brager, [email protected], ering these is that by the time you’re to crises, and there always will be. 202-434-7244 ; Katherine Thomas, [email protected], 202-434-7245 told about the recall, the items have “Recalls in food and drugs have already been pulled from the caught people’s attention, so it’s not shelves.” surprising that reporters have caught TV stations also make good use of on to it,” Mr. Holtz continued. www.advamed.org their online presence in covering “There’s a feedback loop. The more recalls. At WDBJ-TV in Roanoke, Va., Continued on Page 29 Project5 3/20/08 12:38 PM Page 1

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American Veterinary Contact us today at Medical Association [email protected] or 847.285.6619 for 1931 N. Meacham Road, Suite 100 the answers to your Schaumburg, IL 60173 www.avma.org public health and 800.248.2862 veterinary questions. TW MAIN 03-24-08 A 24 TVWEEK 3/20/2008 3:17 PM Page 1

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BACK IN ’07 California POLITICS Gov. Arnold Schwarzen- egger spoke about Continued from Page 16 health care policy at actor Dennis Quaid. Last year, Mr. last year’s AHCJ con- Quaid’s infant twins nearly died ference. Politics will play because of a medication error in a an important role again hospital. The incident changed Mr. at this year’s event. Quaid’s life. “He has become a passionate supporter of patients’ rights and medication safety efforts after his twins were given an overdose of heparin back in November days after they were born,” said Mr. Orn- stein. “They received 10,000 units per milliliter, instead of 10 units per milliliter, and for a time their health was touch-and-go because they received so much heparin that their blood was having trouble clotting and they were bleeding out from tions. One is to Georgetown Uni- reporting is a major topic at the spots where they had had IV sticks. versity Hospital and Georgetown conference and will be covered in He’s launched a foundation to deal University Medical Center; the oth- two sessions. One workshop is with medication errors, and he’ll be er is a trip to the [U.S. Department about mapping software. “There is talking about that, and how as a of] Health and Human Services’ increased use in public health for patient he came to find out about Emergency Operations Center and mapping: looking for disease clus- timedia Tools for Telling Stories. about what’s changed, and how the error.” ters, looking for prescription drug We have bloggers, people in charge they are going to change in our There were 400 attendees at last “These confer- patterns, like how does the West for writing programs,” Mr. Orn- field,” Mr. Ornstein said. year’s AHCJ conference in Los Nile [virus] make its way across the stein said, adding the moderator is One of the more important Angeles, said Mr. Ornstein, and this ences are so country?” Mr. Ornstein said. “For a Pia Christensen, managing edi- issues at the conference is the year’s attendance is expected to be while it’s been in the domain of tor/online services, Association of need for quality health care jour- even better. important for help- public health, but because of the Health Care Journalists. The goal is nalism and what reporters in all ing folks do their software that’s available, reporters to give participants practical infor- media need to learn to do their Field Trips can actually be doing that work mation that they can use immedi- jobs more efficiently. “That’s why As much as journalists enjoy the jobs in a responsi- themselves. We have great presen- ately, including incorporating mul- it’s important that there are organ- speakers and in-hotel events, field ters, Brad Heath, who’s a reporter timedia such as video into Web izations like ours. We take our role trips are a top attraction for many ble manner.” with USA Today, and Chris sites and blogging with optimum seriously. A lot of people come to members. There will be two field Charles Ornstein, vice president, AHCJ Kinabrew, public health specialist search engine efficiency. this without that formal training, trips in the D.C. area on Thursday, with ESRI, which is the software and so these conferences are so March 27. “That’s always a big the Family Health & Birth Center. manufacturer. They’ll be leading a Anniversary Roundtable important for helping folks do draw, because people really like to Then both groups will meet at the half-day session.” This year marks the 10th AHCJ their jobs in a responsible man- get out and see things first-hand National Institutes of Health Clini- Reporting in new media like conference, and there will be a ner. They can get primers on and watch the experts in a less for- cal Center.” Web video, blogging, podcasting roundtable devoted to the anniver- important topics, meet key mal setting. They like to really tour Technology and how health and more is the subject of another sary. “Some of the founders of the experts in the field and leave here things and see things and ask ques- care reporters can use it in their topic for a session. “It’s called Mul- organization are going to be talking able to return home with a real sense of what’s going on and a ton of story ideas,” said Mr. Ornstein.’ “Health care takes up such a large percentage of the U.S. economy; it’s really hard to ignore health care because it touches everybody at some point in our life. If you’re a responsible news organization, you care about something your readers and viewers and listeners care about,” he added. AHCJ doesn’t run a job fair at the conference, but there will be opportunities for reporters and journalists to meet editors, producers and other media contacts. “One of the things that we’re doing this year for the first time is a freelance pitch fest,” Mr. Ornstein said. “That’s an opportunity to talk to people about a variety of media. So we have the executive editor of WebMD, the senior editor from MSNBC, the senior food and nutrition editor from Health Magazine, folks from the New York Times and the L.A. Times, Prevention Maga- zine, AARP, plus a whole variety of news outlets.” Last but not least are the afore- mentioned Excellence in Health Care Journalism Awards, which Ms. Edwards will present. “This is the fourth year we’re giving them and, unlike a lot of journalism awards, these are not sponsored by anyone; nobody contributes but our organization,” said Mr. Orn- stein. “This is a health journalism award by reporters for reporters, and we award it in broadcast, radio and TV and online, and [in] print categories.” ■ TW MAIN 03-24-08 A 25 TVWEEK 3/24/2008 11:06 AM Page 1

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SHOWBIZ A panel of writers, producers and actors discussed the health impact of entertainment TV at last year’s AHCJ conference.

Department of Health and Human Services because they appeared to many to be authen- tic news reports. “I think for many, many years, health was considered a less-than-important topic to cover at many newspapers and news outlets. They thought it was important, but not that important to give it a lot of pres- tige in the newsroom,” said Ms. Voss. Q&A “Covering Health in a Multicul- With the help of the associa- tural Society” was the topic of a tion, health care journalism has half-day AHCJ workshop in 2007. gained some respect. “For many reporters it was a pass-through beat, something they would do resource guide, “Covering know if you’re a health journal- for a little while and then move Health in a Multicultural Soci- ist. There was no way for them on to something else. Also, cov- ety.” The guide provides infor- to know or even know that they ering health and health care is a mation that anyone covering needed to know. It was all the were ready to put on a national lot more challenging than a lot the health beat would need to more reason why some conference,” said Ms. Voss. of other beats, like city hall or know. As Ms. Voss pointed out, reporters would do the beat and DECADE Although they were officially covering education, because many media members are not then give up on it.” Continued from Page 16 ready, there was still a lot to be there are a lot of things people medical experts. “They don’t It is also why the AHCJ is such ment that dedicated their efforts done for a conference. “We had don’t know,” she said. know the difference between an important organization for “…to improve the quality, accu- no money raised and no pro- In 2006, the AHCJ published relative risk and absolute risk. writers, reporters and news pros racy and visibility of health care gram,” Ms. Voss said. “The board a second major reporter’s That’s an important thing to assigned to health stories. ■ reporting, writing and editing.” met and within five months we “The meeting was at Modern had raised $100,000 and put Healthcare headquarters. We together a sterling program that attracted some top-flight jour- included then-Vice President Al nalists and we hammered out a Gore, who was running for pres- mission statement, a name and ident at the time.” a few other things to get us Getting Mr. Gore as a speaker Experts in neurosciences, GI, cancer, going. I volunteered to be the was a major coup that cast a unpaid coordinator and Duncan giant spotlight on the AHCJ. The organ transplants and a wide was elected the president,” said inaugural national conference Ms. Voss. was held in Chicago in 2000, fea- variety of medical specialties. turing several workshop ses- “That first sions and Mr. Gore’s address. “That first conference set the (Including sound bites) conference set stage and set the tone for the the stage and set kind of organization that it was going to be, which was credible, the tone for the helpful, providing journalists the information, skills, the knowl- kind of organiza- edge that they need to do a bet- tion that it was ter job covering the health beat,” going to be.” Ms. Voss said. Melinda Voss, co-founder, AHCJ Tracing Evolution As part of the 10th-anniver- Ms. Voss was charged with sary conference, on March 27, getting the association going. part of the program will be dedi- Then a student at the University cated to looking back at where of Minnesota, pursuing her mas- health care journalism was Proud sponsor of AHCJ’s “Health Journalism 2008” ter’s degree in public health, she when the idea of the association asked for help from the interim was born. “The Founders director at the University of Roundtable: The Evolution and Fast response to connect you with experts for Minnesota School of Journalism Future of Health Journalism” and Mass Communication. will be a forum for looking back breaking health news. Hot topics include: “Albert Tims gave me a space as well as looking into the future • Small bowel, living liver and and computer and a long-dis- for health care media. Ms. Voss tance telephone account,” she and Mr. Moore will take part in multi-organ transplantation said. “I didn’t know what to do. I that roundtable, along with cur- • Gene therapy for cancers just stumbled my way through.” rent Kaiser Family Foundation executive director Penny Duck- • CyberKnife for inoperable tumors Doing It on the Side ham; independent journalists anywhere in the body The AHCJ incorporated in Irene Wielawski and Andrew 1998. “It took about two years Holtz; Joanne Silberner, health • Specialists in movement disorders for us to attain nonprofit status policy correspondent for like Parkinson’s disease and epilepsy and to get together programs National Public Radio. Mark Tay- and plans to recruit members. lor will moderate. • Minimally invasive surgery We were all doing this work Among the accomplish- • Breakthrough treatments for GI disorders without pay while we were all ments the AHCJ has to its credit busily engaged in a full-time is the first reporter’s resource job,” said Ms. Voss. guide, “Covering the Quality of Contact: Marianne Worley, 202-444-4659 A $50,000 start-up grant from Health Care,” published and or Megan Duke, 202-444-7443 the Robert Wood Johnston distributed in 2002. Then, in (24/7 pager 202-405-2817) georgetownuniversityhospital.org Foundation gave them a major 2004, AHCJ led the charge— boost. “By 1999, we got some with 20 other journalism organ- funding and we actually got off izations—to put an end to video the ground. By January 2000, we news releases from the U.S. TW MAIN 03-24-08 A 26 TVWEEK 3/19/2008 7:17 PM Page 1

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Ms. Couric: I think people are Carter. “The stations use our feed in a busy and they don’t want to spend variety of different ways. They can COURIC one second thinking about their own HEALTH use their local stories and tie our sto- Continued from Page 18 mortality. I don’t think people are Continued from Page 13 ries in on the Web site. Nowadays it’s means, of course, about 75% do not. complacent, I think they get busy. But there’s more risk of things coming in not just TV. You have to think about prevention and early detection are so from single sources with a vested how it can be transferred to other TVWeek:What should someone critical, talking to your doctor about interest.” platforms. We anticipate with the look for if they’re not sure? getting screened has to be at the top Several media experts noted that autism series that stations will put Ms. Couric: If you experience any of everyone’s “to do” list. in 2007, several veteran health care the material on both platforms.” symptoms (such as bloating, a reporters were let go from their jobs. change in bowel habits, blood in TVWeek: Since this issue of Televi- “Stations in the past that had Pooled Resources stool, rectal bleeding), immediately sionWeek is being distributed to the someone with a title of health Ms. Pico said her station benefits discuss them with a doctor. Make Association of Health Care Journalists reporter are now doing it with an from an initiative set up by NBC two sure you have a doctor who is recep- at its conference, what message would anchor read,” said independent years ago whereby all the O&Os con- tive to your concerns. If you have rec- you want to send to reporters and health care journalist Andrew tribute to a pile of news stories that tal bleeding and your doctor tells you journalists on this beat, in particular Holtz, who writes the online Holtz has a theme each month. Stations not to worry, that it’s only a hemor- TV reporters? Report. “Most of the coverage is can pull stories as desired for broad- rhoid, find another doctor. I can’t tell ness and had a colonoscopy done Ms. Couric: I think it’s very impor- really short roundups of stories and cast or Web sites. “This is great for sta- you how many horror stories I’ve before age 50—the age recommend- tant to do your own homework when use affiliate feeds or other sources tions that might not have a medical heard from people who didn’t get ed by most doctors—were you criti- it comes to medical releases and to keep their costs down. You see reporter,” she said. diagnosed in a timely fashion cized, and how do you respond to information. Sometimes studies are constant turnover with veterans Rather than simply rail about the because their doctors were blasé. You that criticism? unreliable or misinterpreted, and it’s leaving and younger, cheaper cutbacks that are shrinking health must be your own best advocate. And Ms. Couric: The point of my tele- a real disservice to the viewing and employees coming in.” care coverage, organizations such as for those who put it off, and don’t vised colonoscopy was to demystify reading public if you don’t extensively Veteran medical reporter Peggy AHCJ and the Kaiser Family Foun- want to get screened, let me quote the procedure, and I think we helped study and report on these stories Pico, of NBC affiliate KNSD-TV in San dation are beefing up training our CBS News medical correspon- to do that. Our recommendation is yourself. You need to be thorough, Diego, has a somewhat different per- opportunities. Ms. Lieberman said dent Dr. Jon LaPook, who says, “It always for people to talk with their skeptical and talk to a variety of peo- spective. “What I’ve noticed, espe- the AHCJ Web site has expanded sure beats chemo.” You may think it doctor about when they should be ple before coming to any one conclu- cially on the network level, and even and noted other organizations also can’t happen to you, but since some screened. sion, because there are certainly pas- on the local level, is that the ‘white are doing training. “There are a lot 148,000 people are diagnosed every sionate disagreements in the medical coat’ doctors who read medical news more resources than there were single year, clearly, it can. TVWeek: Do you believe that there community on a whole host of top- produced by other people are being during the last health care reform in has been a complacency about cancer ics. I think this is an area where our let go,” she said. “I’m an R.N., but I 1993 [and] 1994,” she said. TVWeek: When you took the lead because so many people believe it’s responsibility to the public needs to shy away from covering nurse’s issues about raising colon cancer aware- now a treatable disease? be taken very, very seriously. ■ to avoid even the appearance of a “I think there’s bias. I think there’s a concern that some of these doctors are anchors, concern that some reading other people’s work and not doing unbiased journalism. Is a doc- of these doctors tor going to report on the problems of are anchors, read- Media Relations the [American Medical Association] or a bad doctor in town? I’ve always ing other people’s asked, would you have a police offi- Part of your story, cer cover the crime beat or would work and not Part of your solution that give the appearance of bias?” doing unbiased

Do you know who analyzes your blood at Effects of Downsizing journalism.” the hospital? What happens when the Even so, she realizes the down- Peggy Pico, medical reporter, KNSD-TV, San Diego sizing of the health beat is more doctor sends your blood sample “off to related to economics. “They’re trying One of those resources is the the lab?” What did the doctor see and do to get the most bang for the buck Kaiser Family Foundation, which is to figure out someone’s cause of death? from every reporter,” she said. “I launching new efforts to train jour- What do all those numbers on your health produce and write all my reports. nalists and to study the state of health test really mean? They get all that from one person, care journalism. “Kaiser Family Foun- unlike a doctor, who will need a pro- dation plans to provide more oppor- There are a million questions your readers ducer. News organizations are con- tunities for journalists to get support solidating, and that includes extra- through fellowships, training, site vis- are trying to figure out for themselves neous staff who need someone else its and money to do reporting proj- and their loved ones. Let ASCP - the to produce their work.” ects,” said Mr. James. “A new program world’s largest association of pathologists In addition to on-air reporting, will study the health journalism busi- and laboratory professionals - help you stations are paying attention to their ness and what the changes are in accurately and confidently answer those Web sites, and health coverage is a terms of the content. The program questions. With offices in Chicago, critical component online. In addi- will survey journalists in terms of Indianapolis and Washington, D.C., our tion to broadcast stories on the Web how their jobs have changed, the site, stations often take a feed from impact of VNR and PR companies 130,000 members are ready to add other sources to bolster local content. and if they’re asked to cover more experience and passion to the stories that At WDBJ-TV in Roanoke, Va., gee-whiz stories or those generated mean the most to you and your audiences. Director of Digital Media Kelly Zuber by drug companies. We’ll also do con- said that, in addition to the broadcast tent analysis work to see what’s com- stories, she relies on aggregated con- ing out in the news stories that’s get- tent from World Now, a company that ting through to the public, compared provides Internet technology and with stories in the past.” content for local media Web sites The tough conditions created by including broadcast TV, newspapers the economics of broadcast TV eco- and cable. “They’ve done an excellent nomics create many challenges for job in adding health content,” said stations and reporters attempting to Ms. Zuber. “That really gives us a feed the rising appetite for health great way to pull our own local con- care journalism. tent in, along with experts and stories Although news of veteran and links from all over the country.” reporters losing their jobs and the CNN Newsource provides a feed rise of hospital-sponsored health to 850 stations in North America, news weigh heavily on the negative including health care stories with side of the balance, AHCJ’s Ms. medical correspondents Sanjay Lieberman is still betting that health Gupta and Judy Fortin. Ms. Fortin care journalists will weather obsta- does a daily health minute focused cles to do their job. on topical issues such as stories on “The times are good and bad, autism for April, which is Autism but the positives outweigh the Awareness Month, negatives,” she said. “Our mission Your first call: 312-541-4754 www.ascp.org “Medical is one of those staples,” at AHCJ is to move in a positive said CNN Newsource Director Beth direction.” ■ TW MAIN 03-24-08 A 27 TVWEEK 3/20/2008 3:10 PM Page 1

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HIS SIDE Dr. Jan Adams, who oper- ously that affected that surgeon’s choosing a surgeon, preparing for ated on Kanye practice in a very negative way. surgery and post-surgical care. FAMOUS West’s mother, With high-profile patients we deal Media coverage of celebrity Continued from Page 18 Donda, appeared with in my practice, the priority is medical treatments can have a big “The issue is journalists need to on “Larry King safety and confidentiality. We defi- impact on practices, and can cre- be careful that their audience gets Live” after his nitely have had situations where ate confusion. When Nancy Rea- accurate information when some- patient died. we get media interest and we have gan announced she was undergo- thing happens to a celebrity,” said to be on guard.” ing a radical mastectomy for Andrew Holtz, veteran health jour- The media initially portrayed breast cancer, there was contro- nalist and author of “The Medical Mr. Ledger’s death as a mystery versy because most experts Science of ‘House, M.D.’” “It’s the and treated Ms. West’s death agreed less radical treatment perfect opportunity to do stories almost like a murder, Dr. Mani would have been as effective. on ongoing medical topics with a said, but he noted both cases even- Katie Couric’s on-camera news hook. One of the problems is tually provided learning opportu- colonoscopy raised questions a lot of reporters who are enter- nities for the public. In Ms. West’s because the procedure was not tainment or general assignment case, it was about the dangers of recommended for people under reporters have no background in ignoring existing health conditions age 50 without a family history of health/medicine and don’t know before surgery, and the risks of hav- colon cancer, and she did not fall when they are about to make a the physicians who knew about it ing multiple surgeries at once. into that category. major gaffe. I don’t think they need knew it was a medical complica- “The second wave of coverage “By using her pulpit on the to be experts, but editors have a tion and not a ‘surgical misadven- was uniformly helpful and ulti- ‘Today’ show, she changed the responsibility [to see] that ture.’ Indeed, in the autopsy, that’s mately performed a service,” said practice for a period of time. Med- reporters have the appropriate what was found. There was noth- Dr. Bruce Hensel, a Los Angeles- ical studies documented ‘the Katie background information.” ing technically done wrong during area emergency medical special- Couric effect,’” said Mr. Holtz. For MSNBC.com senior health the surgery. It’s a situation where a ist and medical editor for KNBC- “What a celebrity does and editor Julia Sommerfeld, the cause lot of conclusions were being TV. “What we do know is she may says has an impact for a while, of Mr. Ledger’s death formed the drawn. Some of those things not have spent enough time in then fades,” he said. “You can basis of new questions on which being said were rash statements.” the facility, and she had a great make a judgment—good or bad— to report, or, as she called them, The L.A. County Coroner’s many procedures, which is a risk. that may include information not PERSONAL STORY Actor “teaching moments.” Office initially said Ms. West died People consider having five pro- well-supported by evidence at the Dennis Quaid will speak cedures, or believe ridiculous ads time. It’s always done with good “It was ruled an accidental OD, from surgical complications, but at AHCJ about his twins’ but how could taking all those after toxicology reports came in medication overdose and that you can take 50 pounds off in intentions. Both Katie and Nancy pills at once be accidental?” Ms. two months later, it said the cause patient safety. an hour. We are so driven to had medical experts backing Sommerfeld asked. “We started of death was “coronary artery dis- instant, complete cures; if we’d them up, but those were personal calling doctors and found out it ease and multiple post-operative to perform surgery in the state of just back off, we’d be safer.” opinions not held by others in the happens quite often, such as in factors due to or as a consequence California, although he recom- Dr. Hensel reported after the field. The weight of coverage the cases of returning soldiers, of liposuction and mammoplas- mends that patients seek out sur- Donda West case on choosing a tended to favor one opinion when who are in intense pain emotion- ty.” The report said the 5-foot-2 geons who are board-certified. doctor, preparing for surgery and evidence would give you a differ- ally or physically. They keep taking Ms. West weighed 188 pounds and “There is a tendency to point protecting yourself afterward. Last ent view of the issue.” pills to numb the pain—and it developed bronchopneumonia in fingers, and not wait until all the month, he aired a special segment Other celebrities use the media could seem like a suicide.” one lung after surgery. facts come out,” said Dr. Mani. during the newscast on the dan- to advocate certain medications “The takeaway message was “The final results of the autop- “The most responsible thing is to gers of plastic surgery. The piece or treatments while not necessari- that drugs can interact and have sy didn’t bear out what was being report the facts in a non-sensa- took a skeptical look at misleading ly disclosing that they are paid bad consequences, and your doc- said about that physician,” said tional way and then, when the advertising claims and examined promoters of the products. As is tor needs to know everything you Dr. Mani, who also pointed out actual results come out, report the risks of having multiple proce- the case with just about every sto- are taking,” said Trudy Lieberman, that board certification is not that. There’s a tendency to get the dures performed at one time. It ry, it’s incumbent upon journalists director of the Health & Medicine legally required for any physician scoop as soon as you can. Obvi- gave viewers suggestions on to ask the right questions. ■ Reporting Program at City Univer- sity of New York. “There’s no coor- dination, and it points up a big flaw in our health care system: the lack of a medical record that goes with you and lists all this. The media Covering the Latest connected the dots, and that prompted people to say that unless someone is coordinating your care, News around Autism? the onus is on the individual.” The death of rap singer Kanye Considerde EaEaster Seals’ Nationwide West’s mother, Donda West, also created a media firestorm in Autismti m SpokespersonsSpo espe sons NetwoNetwork November. The 58-year-old Ms. West died a day after undergoing several cosmetic surgeries— including a tummy tuck and a breast reduction—performed by Los Angeles plastic surgeon Dr. Easter Seals provides treatment and support for Jan Adams. The doctor had The 25 members of Easter Seals Autism become something of a celebrity, Spokespersons Network are autism individuals and families living with autism, who need appearing as an expert guest on help today. “Oprah,” “The Other Half,” “Enter- experts and therapists who work in tainment Tonight,” E!, ABC, CNN, markets across the country providing People with autism are capable of making NBC and “Extra.” He also had his own show on Discovery Health. help, hope and answers to children and significant progress and can live meaningful lives. The initial coverage focused adults living with autism. Families across the country are finding hope–we’d the blame on Dr. Adams, and it love to share their stories with you. For insight and was revealed that he was not board-certified, that the California Each is a strong media resource and interview story ideas, visit Easter Seals Autism Blog at state medical board was investi- to include in discussions, news segments and autism.easterseals.com. gating whether to revoke or sus- features about autism–and is happy to pend his license over alcohol- open doors for visits to local centers and related arrests, that he had been the target of malpractice lawsuits introductions to families involved in and that he had paid out nearly autism treatments. $500,000 in civil settlements. “A lot of the coverage was sen- sationalistic,” said Beverly Hills plastic surgeon Marc Mani, who has been featured on Discovery Health’s “Plastic Surgery: Before autism.easterseals.com • p: 312.551.7147 • [email protected] and After” and on “Extra.” “All of TW MAIN 03-24-08 A 28 TVWEEK 3/19/2008 7:19 PM Page 1

28 March 24, 2008 TELEVISIONWEEK NEWSPRO ELECTION Continued from Page 14 the candidates are saying, but the candidates are not saying a whole lot of specifics about their plans or why they’re moving in the direction they’re going,” Ms. Lieberman added. “The public knows it’s an important issue. They know about universal health care, an often mis- used buzz word; they might know about the mandate versus no mandate. But beyond that, they don’t know much, and the candidates haven’t gone out of their way to explain all this.” In a debate that devoted 16 minutes to health care, she said, Ms. Clinton and Mr. Obama “tossed out bits of explanation The Democratic that, if glued together, might form BACK AND FORTH candidates often discussed health the nucleus of the syllabus they care in the numerous debates during need to get the public on board.” the primaries. But then, she said, the candidates returned to their “familiar quarrel over mandates,” and that’s what the press reported on. illustrate the story are not obvious. cycle. “Health care policy is proba- But Gary Schwitzer, director of the bly my favorite topic,” said Debby TALKING ABOUT IT On the Surface health journalism master’s program Knox, medical reporter at WISH-TV Peggy Pico discusses Ms. Lieberman is not alone in at the University of Minnesota’s in Indianapolis. “I’m glad that there health policy on faulting the candidates for what School of Journalism and Mass seems to be some momentum KSND’s half-hour many perceive as a superficial dis- Communications, doesn’t buy that. [during election season]. I’ve heard weekly political show. cussion on the complex issue of “They’ll tell you they don’t have so many horror stories over the health care reform. “Obama and time to get into issues, but in sweeps years, I’m glad to give a lot of cover- Clinton’s policies are different, but it’s not impossible to find stories age to it. Our primary is in May, so they haven’t been outlined clearly that run six minutes,” he said. “Give we’ll do more as the national elec- enough,” said Peggy Pico, medical me six minutes and I can tell you a tion heats up.” reporter for NBC affiliate KNSD-TV lot about a candidate’s health care At San Diego’s KNSD, Ms. Pico in San Diego. policy platform. I under- said she is “absolutely covering Although the candi- stand the limitations of health care policies.” dates bear responsibility the medium, but I don’t “We have a half-hour political for not educating the see them saying, “We show once a week, with political public, some media can’t go into detail [on reporter Gene Cubbison, and I go experts also fault the air], but find it on our on the show and discuss policy,” stations for not taking Web site.’” the medical reporter said. “This is a the story of dueling Mr. Holtz noted huge trend. People didn’t used to believe much of that will fall to our covered often enough. “It’s nothing health care policies to a many states are enacting care about public policy having to political reporter, Jon Delano,” she new,” he said. “At CNN, it was tough deeper, more informa- health care reform do with health, but they do now. said. “It would be good to do a tag- to get coverage of health care policy, tive level. instead of waiting for Baby boomers have parents stuck team on this. Jon and I have talked although in the early 1990s, we cov- ANDREW HOLTZ “The elections are a federal legislation. “Local in the donut hole of Medicare, or about this. With my background, I ered the Clinton proposals. But after The Holtz Report great opportunity for stations have a responsi- they have kids and choose jobs can talk about the practical mat- that effort fell apart, there was a lot health care journalists, but I don’t bility to cover what their states are based on the health care ters of how the policies less coverage. think enough of them are taking doing,” said Mr. Holtz. “Just yester- coverage offered. might work and he “It’s tough to do short stories [on advantage of it,” said independent day I was in downtown Portland, “We have dedicated could cover the policy health care policy], but if stations health care journalist Andrew Holtz, Ore., running back and forth time and resources for angle. But we’ll have to will commit to getting some of their who writes the online Holtz Report. between two big health care policy the election season and see what issues shake journalists to really learn about “There is so little coverage of public meetings. One had 200 people talk- have decided that health out here that motivate these issues, they can cover them in policy at the local TV stations and ing about health care reform issues care policies will come the voters.” a better way,” he said. “Every health care reform gets very little with representatives from all over up often,” Ms. Pico Although some health decent-sized market has a university coverage vis-à-vis its importance. the community, really trying to get a added. care journalists across with health care policy experts. Why That’s not to say it isn’t covered, but handle on this. And there weren’t Dr. Maria Simbra, the nation are covering don’t they go there and talk to them they do a soundbite.” any cameras there.” medical reporter at issues of health care poli- and adapt their coverage, and do it MARIA SIMBRA Health care policy isn’t a natural In contrast, TelevisionWeek KDKA-TV in Pittsburgh, cy as it pertains to the one bite at a time. It would be nice KDKA-TV topic for TV coverage. The compli- spoke to several medical reporters noted the newsroom election, Mr. Holtz, a for- to see TV reporting try to take baby cated topic doesn’t fit into TV’s short who are covering the topic and plan there is specialized. “I know health mer CNN reporter, believes that steps forward in grappling with reports, and the visuals that might to follow it throughout the election care policy will be discussed, but I health care policy in general is not some of the bigger issues.” ■ Spina Bifida Down Syndrome Multiple Sclerosiswe are more Cerebral than our Palsyname IntellectuaL DisabilitiesFounded as a resource to support familiesEpilepsy of children with cerebralMuscular palsy, Dystrophy Developmentaltoday more than 65% of the children and adults servedDisabilities by UCP affiliates have Spectrum disabilities other than cerebral palsy. UCP is one of the nation’s leading Disordersorganizations advocating on behalfVision of the more thanand 54 million AmericansHearing Impairments Autismwith disabilities. Spina Bifida Down Syndromewww.ucp.org toll free: 800-872-5827 MultipleFor expert interviews and theSclerosis latest news & developments Cerebral Palsy email: [email protected] Epilepsyaffecting people with Muscular disabilities, contact us today. Dystrophy Spina Bifida TW MAIN 03-24-08 A 29 TVWEEK 3/19/2008 7:21 PM Page 1

TELEVISIONWEEK March 24, 2008 29

“Stories about recalls are low- hanging fruit,” he said. “But the RECALLS bigger story is rarely told. Why do Continued from Page 22 we have three recalls last month

attention paid to the topic, the and four this month? Should we / MCT Chuck Kennedy more instances get noticed. Then drop back and take a look at the there’s more political pressure, so if regulatory and approval process?” new laws are proposed, that’s a rea- That’s exactly what the Con- son for more coverage. sumers Union does. Mr. It’ll die down after a Mays noted that while while.” imports have dramati- Although stations cally increased, federal are likely to respond to regulatory capacity has recalls with a crisis shrunk. The federal Con- style of coverage, sumer Product Safety TOXIC TOYS Sen. Richard which is ideal for pro- Commission has only 15 Durbin, D-Ill., left, led a hear- moting the evening inspectors—half of the ing on enhancing the safety of news, the questions number of 30 years toys in September after Chi- behind recalls are big- ago—who police the nese-made toys painted with GARY SCHWITZER ger and deserve a dif- U.S.’s 300 ports. “Eighty lead-based paint were widely ferent kind of attention that they percent of all toys sold in the United recalled in the U.S. rarely get. States are imported from China,” Ms. Knox explained, “We have said Mr. Mays. “Thirteen percent of an investigative team that takes on all food is imported and 83% stories [about] why regulatory of seafood. The FDA device has to be ’substan- departments need to dig deeper a response of 45,000 people regard- agencies have failed. But the prob- inspects less than tially equivalent’ to into the regulatory issues behind ing the recall. That’s a 4.5% lem with local news is that if we 1% of all food something already on the rise in recalls, but Mr. Mays said response rate and means that have a story with manufacturers in imports entering the the market. And new even coverage of individual recalls more than 950,000 cribs remain in China using paint with lead, how country.” surgical approaches serves an important purpose. the homes of consumers not aware do we get inside China unless we Drug approvals don’t undergo any fed- “Most recall information of the problem.” have a big, big budget? That’s a spe- and recalls are even eral approval.” doesn’t reach the consumer at all, But for stations to dig deeper cial project, and the networks may more complicated. Mr. Mays noted and the government relies on the into the issues requires more than have an easier time.” “The FDA is under the drug companies media to get the word out,” Mr. a bigger budget, said Mr. Mays. A deeper look into the “whys” tremendous pressure to can make changes to Mays explained. “But if you’re not “The issues are complicated,” he behind a recall is exactly what approve more and more a drug, notify the watching TV at the right time, you said. “Unless it’s an hourlong Gary Schwitzer, director of the drugs, and the only way Food and Drug Administra- miss that information, and that newsmagazine show, like ‘Date- health journalism master’s degree they can keep up with the demand tion and then release it into the leaves consumers at risk.” He gave line’ or ‘20/20,’ you may not get the program at the University of Min- is to ask user feeds from the drug market before the agency has a the example of last year’s recall of 1 depth of coverage required to nesota School of Journalism & manufacturers,” said Mr. chance to do a re-approval of the million cribs that posed a strangu- explain the complexities of the sit- Mass Communications, would Schwitzer. “Device approval is even reformulation. lation hazard. “After six weeks, the uation. It’s hard to fold it into the like to see. easier. The standard is that the new Mr. Schwitzer said station news company announced that they had nightly news.” ■ TW MAIN 03-24-08 A 30 TVWEEK 3/19/2008 7:27 PM Page 1

30 March 24, 2008 TELEVISIONWEEK NEWSPRO APPLAUDING THE BEST OF TV

ILL TENANTS HDNet’s Dan Rather presented the report “Toxic Trail- ers,” about faulty portable homes supplied HEALTH REPORTS to people displaced by Hurricane Katrina. The Association of Health Care Journalists presents its to figure out the right mix, but we do want to differentiate because awards at this week’s conference in Washington, honoring the obviously people in the top 20 best health reporting of 2007 in 10 categories covering print, markets and the lower 20 markets Mr. Rather: broadcast and online media. The top TV winners are a diverse have different resources available Demographics have to them, so that was a way to com- replaced ratings as the No. 1 impera- group covering a broad range of the health care universe. pensate for some of those differ- RATHER tive for these large, international con- In the stories that follow, TelevisionWeek correspondent ences,” she explained. Continued from Page 14 glomerates that own about 80% to “The caliber of entries this year things they are doing, that’s advertis- 85% of American major media. Allison J. Waldman profiles this year’s AHCJ award recipients has been really good. There were ing. FEMA does do some good work, Demographics is now No. 1. Ratings, in the television categories. nearly 400 entries—that shows but that’s basically advertising for which used to be No. 1, is now No. 2. FEMA. What’s news is what they don’t But the pressure is on, be it a local AHCJ is an independent, non- The AHCJ began presenting “The caliber of want the public to know or what the news station, cable news or during profit organization dedicated to awards in 2004. “We started the public needs to know. That’s news. the evening news, the pressure is on advancing public understanding of awards because so many of the entries this year That’s part of what we’re dedicated to to produce demographics, which is health care issues. The association contests out there are sponsored by doing on our weekly program on the reason you see all the celebrity and its Center for Excel- special-interest groups. has been HDNet. There are a lot of different news, Britney Spears, etc., and that’s lence in Health Care We wanted to produce really good. There kinds of programs, but our hearts followed by ratings. The pressure is Journalism are based at something that was for and souls are in investigative journal- enormous on your average local-sta- the Missouri School of journalists, by journal- were nearly 400 ism at “Dan Rather Reports.” tion news director. I don’t think the Journalism. ists, not influenced by entries.” public fully realizes the pressure they What constitutes a any outside money and TVWeek:What do you think of the are under. Overwhelmingly, they are health care story is not focused on health care,” Julie Appleby, co-chair, AHCJ Awards quality of health care journalism on good men and women. They want to the role of the AHCJ. said Ms. Appleby. “I American television today? do the right thing, and I’m frankly “Folks determine that don’t know of any other health journalism is really a very Mr. Rather:You’re going to be sor- surprised and pleased and proud of when they submit a sto- contests that concen- vibrant part of journalism in the ry you asked me that. Well, I’ve said it them how often they try and succeed ry,” said Julie Appleby of trate strictly on health U.S. today. It’s so important that before and I’ve been saying it for 15 in doing the right thing. But the pres- JULIE APPLEBY USA Today, who co-chairs care. Others may have a we support and encourage it years or more. I said it in a speech in sure is on them to produce demo- USA Today the AHCJ contest. “There category or two, but because people are very, very con- 1994, and the point of it is—and I graphics and ratings. is a broad range of health care stories. ours is entirely on health care.” cerned about health care.” realize I have a healthy amount of We consider anything from a health The TV division includes cate- The awards are judged by 44 cynicism because I’ve been in net- TVWeek:What about the national care policy story to the latest treat- gories for both small markets and journalists; to ensure the integrity of work news for over 30 years—that news and cable? ment for this illness or that.” large markets. “We’ve been trying Continued on Page 34 what’s happened to reporting on Mr. Rather: There’s similar pres- health matters in general is that the sure at the network level, whether overall tendency is to let entertain- it’s cable or over the airwaves. ment values swamp news values. Nobody likes to talk about it. It’s the AHCJ AWARD WINNER The pressure is on to do stories dark side. But I think increasingly about the Britney Spearses and Paris that those of us who are in the Hiltons instead of real news, what I press—I prefer the word press to would call hard news of any kind. media—have to level with the pub- That would include foreign stories lic about why there’s so much and health stories. That lowering of tabloid kind of stuff, so much lower- standards for news in general, in ing of standards, so much dumbing CNN TOUCHES particular television, is prevalent. down in the sort of celebrity kind of Maybe not as much in health care reporting. The reason is that the journalism as much as other stories. pressure comes from above to pro- If you really want to look on the tele- duce that, and that’s the reason you vision dial, there are some people get so much of it, because the belief doing some excellent work, excellent runs strong that if you go down- HEARTS WITH ‘MOLLY’ health reporting. I think I get some- scale, if you go downmarket, you’ll thing like 300 television channels increase your demographics and Segment Helps Families Reunite With Institutionalized Loved Ones now, so finding the good work is your ratings. By Allison J.Waldman members who had been shut away this award. We’re thrilled not only sometimes difficult, but there are Special to TelevisionWeek years ago in institutions and seem- professionally, but this was also a some people doing really good work. TVWeek: Do you think that in The first-place award in the TV ingly lost forever. labor of love for us. We’re just thrilled But overall, in the main, and simply health care journalism there’s a ten- and radio category for top 20 mar- The CNN team’s story “Where’s that Molly and the other Mollys’ sto- because of the pressures, it’s not. dency to do the miracle drug, latest kets, network or syndicated program- Molly?” dealt with a dark chapter in ries out there are getting this kind of There are, first of all, the demo- breakthrough stories, instead of more ming at Health Journalism 2008 will the health care industry, and was attention,” said Ms. Pifer, a senior graphics and then the ratings that substantial pieces? be accepted by senior producer Jen- inspired by a documentary film by medical producer at CNN. affect the foreign and health news. Mr. Rather: I have a different view nifer Pifer, representing CNN and Jeff and Cindy Daly, also called “We are also excited because They are suffering as a result of that. on that. I think the public has a reporter Elizabeth Cohen. But the “Where’s Molly?” there were many, many terrific hunger for the less sensational health real winners are the people who have Both Ms. Pifer and Ms. Cohen are entries that dealt with lots of impor- TVWeek:What is the importance news. I think they have a hunger for been reunited with mentally retarded pleased about receiving the award tant and complicated health issues. of demographics and ratings as you real news about prevention. All too and developmentally disabled family from AHCJ. “It’s such an honor to win Continued on Page 36 see it? Continued on Page 34 Project2 3/20/08 1:20 PM Page 1

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32 March 24, 2008 TELEVISIONWEEK NEWSPRO

AHCJ AWARD WINNER UNUSUAL KID, DIFFICULT ‘CHOICE’ KARE-TV Story Puts Human Face on Rare Syndrome By Allison J.Waldman news agencies were entering.” Nick’s story when he received a call Special to TelevisionWeek Nicklas Nelson is a 9-year-old from a woman at the Gillette Chil- As a general assignment reporter boy who was born with a rare con- dren’s Hospital public relations HE DID IT HIS WAY for KARE-TV, the NBC affiliate in dition, popliteal pterygium syn- department. “I had done stories KARE-TV’s award- Minneapolis, Joe Fryer does all drome. “It’s fairly complex because with her, and so when she heard winning story follows kinds of pieces about all kinds of it’s not the same in every patient. about Nick, she first went about 9-year-old Nick Nel- people. “I’m a GA—general assign- It’s a kind of weird syndrome. The asking the family if they would be son’s journey through ment, features, political, whatever most common feature is the interested if the media followed major medical deci- needs to be done. I cover every- webbed legs,” said Mr. Fryer. them,” Mr. Fryer said. sions and procedures. thing,” said Mr. Fryer. As part of that Nick chose to have his right leg When Nick’s mother, Mary, a everything, one story Mr. Fryer got amputated when surgeries and nurse, and his father, Joe, approved, to tell was “Nick’s Choice.” procedures could not repair the KARE management gave the option first,” said Mr. Fryer. while for him to warm up with peo- “It is in essence a health care congenital defect. “A lot of people reporting team the go-ahead. “I Perhaps the toughest aspect of ple,” said Mr. Fryer. story, but I did it as a human inter- have never heard of his syndrome really liked the story, pitched it to this health care story was connect- And the reporter is quick to give est story,” said Mr. Fryer. before, so we had to do my bosses, and we ended up pretty ing with the child. It was Nick’s sto- much of the credit for the success of “It was really about fol- some research on the quickly putting it together because the story to photographer Brett Aka- lowing this kid through syndrome and learn a there wasn’t much time before the “We believe in gi. “Certainly the night before the his journey, and that’s my little more about it,” Mr. actual surgery that Nick was going surgery, when Nick was having sec- favorite part of telling Fryer said. “We made to have,” Mr. Fryer said. being as human ond thoughts, doubts, that was stories…. I applied many sure to go over the Getting up to speed meant doing probably the toughest time. I just of the same things that I details and spoke to the research and consulting with Nick’s as possible with stood out of the way and let Brett apply every day.” doctors about some of family. “It was checking with the our stories, to move the camera around to the For “Nick’s Choice,” the details. It was com- doctor, checking with the PR per- angles that he did. He respected Mr. Fryer and photogra- plicated to explain why son, working with the family, espe- treat people as their space and they were fine with pher Brett Akagi have Nick’s right leg didn’t cially Nick’s mother, who is very, that,” Mr. Fryer said. “Our job was to JOE FRYER been awarded second straighten very easily very knowledgeable,” said Mr. Fryer. real people, not observe at that point, and that’s all KARE-TV place in the TV/radio because the back of his The story was called “Nick’s just a subject.” we could do. They let us be there. We (top-20 markets, network, syndicat- knee joint was gone. Getting too Choice,” but it was a family deci- believe in being as human as possi- Joe Fryer, reporter, KARE-TV ed) category by the Association of much into that would have been sion to do the surgery, including ble with our stories, to treat people Health Care Journalists. “We’re very too confusing for the viewers. We Nick’s older sister, Naomi, who is in ry, after all. “We were definitely very as real people, not just a subject.” happy, Brett and I,” Mr. Fryer said. had to include it in the story and be remission from leukemia. “They all friendly with the family, especially Despite his second thoughts, Nick “It’s really great to see the story rec- very accurate about how we were agreed on it, not just Nick. The one with Nick, in order to get him to wanted the surgery and went ognized on the national level where telling everything.” who needed convincing was the trust us. As much as his personality through with it. He had his right leg so many networks and so many big Mr. Fryer got involved with doctor. He wanted to try every last comes out in the story, it takes a Continued on Page 37

AHCJ AWARDS: THIS YEAR’S WINNERS

EXCELLENCE IN HEALTH ford, Neenah Ellis, Ben Shapiro, the Health-Care Crisis Get?” Fran York Times Tribune (Mesa, Ariz.) North Carolina Public Radio Smith, Redbook Third place: “Six Killers,” Third place (tie): “Putting a CARE JOURNALISM Second place: “Care-less Second place: “Is Your Doctor Denise Grady, Gina Kolata, New Price on Health Care,” J.K. Wall, Awards will be presented at Denials,” Hagit Limor, Phil Drech- Playing Judge?” Sabrina Rubin York Times Tracy Donhardt, Norm Heikens, a luncheon March 29 at Health sler, WCPO-Cincinnati Erdely, Self Indianapolis Business Journal; Journalism 2008. Third place: “Love, War and Third place: “A Deadly Twist,” MEDIUM “Defining Death Sparks Debate” PTSD: Ann and Peter Mohan,” Jennifer Wolff, Self NEWSPAPERS Kris B. Mamula, Pittsburgh Busi- TV/RADIO Karen Brown, WFCR Public Radio, ness Times Amherst, Mass. MAGAZINES First place: “Medical Miscon- TOP 20 MARKETS BELOW 1 MILLION nections: Patient-Safety Problems BEAT REPORTING TRADE/ONLINE and Solutions,” David Wahlberg, First place: “Where’s Molly?” First place: “Fresh Pain for Wisconsin State Journal First place: Amy Harmon, Elizabeth Cohen, Jennifer Pifer, First place: “Wasting Away: the Uninsured,” Brian Grow, Second place: “Living With New York Times Amy Morelly, CNN Superfund’s Toxic Legacy,” staff, Robert Berner, Business Week Cancer” (series), Leslie Brody, Second place: Marshall Allen, Second place: “Nick’s Center for Public Integrity Second place: “The Debate Lindy Washburn, the Record Las Vegas Sun Choice,” Joe Fryer, Brett Akagi, Second place: “Reality Check,” Over Health Care Reform,” (Bergen County, N.J.) Third place (tie): Susan Brink, KARE-TV, Minneapolis Sue Rochman, CR magazine Marilyn Werber Serafini, James Third place: “The Mercury Los Angeles Times; Laura Meck- Third place: “Dan Rather Re- Third place (tie): “The A. Barnes, National Journal Connection,” Tony Bartelme, ler, Wall Street Journal ports: Toxic Trailers,” Chandra Si- Pandemic Vaccine Puzzle,” Third place: “The Young Doug Pardue, Post & Courier, mon, Dan Rather, Resa Matthews, Maryn McKenna, Robert Roos, Invincibles,” David Amsden, New Charleston, S.C. HDNet Marty Heibert, CIDRAP News; York Magazine LIMITED REPORT “Improper Marketing as an SMALL First place: “Is It Worth It?” Infectious Disease,” Ed Silver- LARGE Judy Peres, Chicago Tribune TV/RADIO BELOW man, Pharmalot.com NEWSPAPERS Second place: “Violence and TOP 20 MARKETS NEWSPAPERS First place: “State of Decay: Nursing,” Joy Jacobson, Ameri- First place: “A Hidden West Virginia’s Oral Health can Journal of Nursing First place: “North Carolina MAGAZINES Shame,” Alan Judd, Andy Miller, Crisis” Eric Eyre, the Charleston Third place: “Diabetes Drug Voices: Diagnosing Health Care, ABOVE 1 MILLION Atlanta Journal-Constitution (W.Va.) Gazette Use Surges in U.S. Children,” Special Report on Diabetes in Second place: “Golden Oppor- Second place: “Pam’s Story,” Christopher Bowe, Financial Rural North Carolina,” Emily Han- First place: “How Bad Does tunities,” Charles Duhigg, New Mary K. Reinhart, East Valley Times ■ Project2 3/20/08 1:20 PM Page 1

CNN CONGR ATULATES THIS YEAR’S ASSOCIATION OF HEALTH CARE JOURNALISTS AWARD WINNERS

INCLUDING CNN’S “WHERE’S MOLLY?” ELIZABETH COHEN JENNIFER PIFER AMY MORELLY

34 March 24, 2008 TELEVISIONWEEK NEWSPRO

“Dan Rather Reports” told that story, including the fact that the Fed- AWARDS eral Emergency Management RATHER Continued from Page 30 Agency was aware of the problem Continued from Page 30 the awards, board members and before it delivered a single trailer. often the health news coverage is too contest committee members are not Former CBS anchorman Dan sensational at the expense of the eligible to enter the contest. “We Rather collaborated on the com- bread-and-butter, meat-and-pota- have pre-screeners who get all the prehensive report with Chandra toes health news, particularly in the entries from a category. They go Simon and Resa Matthews. prevention area. When I’m talking to through them and separate the top In the below-top-20 markets, experts in the field and individual 10 to 12 that they think are the best. the winners included two radio doctors, they say the great need in We send those to the final judges. pieces. First place went to “North this country is information about They decide first place, second place Carolina Voices: Diagnosing Health how to prevent health problems. and third place,” said Ms. Appleby. Care” by North Carolina Public There’s a scarcity of that kind of In the TV/radio top-20 markets, Radio-WUNC. In a series of reporting. first place went CNN for a feature by reports, journalist Emily Hanford Elizabeth Cohen, Jennifer Pifer and discussed how diabetes in eastern TVWeek: Preventive health care Amy Morelly, “Where’s Molly?” It used North Carolina, a poor, rural part journalism is not as sensational as the documentary of the same name of the state, has been on the rise scientific breakthroughs and medical by Jeff Daly as the basis for a story and why. wonders? about how for decades, tens of thou- The other radio winner, WFCR Mr. Rather: Yes, it’s not sensation- sands of American children were Public Radio, earned third place for al enough, and there’s always some- locked in institutions and erased from “Love, War and PTSD: Anna and body up above to argue that it’s a their families because they were Peter Mohan” by reporter Karen downer in demographics and rat- retarded or mentally disabled. Their Brown. The piece told the story of a ings. I want to make clear that I piece shone a light on a man who young couple, Peter and Anna believe that good, solid journalism defied legal hurdles and his family’s Mohan, whose lives were changed over the long haul does get demo- wishes to find Molly, his little sister, forever when Peter returned from a graphics and ratings, but I’m in the who’d been institutionalized when tour of duty in Iraq suffering from minority. Not among working jour- she was just 3 years old. Fifty years lat- post-traumatic stress disorder. nalists, but among television execu- er, they were reunited. Second place went to WCPO-TV tives and station owners and man- made the workers sick, and we investigative journalism done is that, in Cincinnati, an ABC affiliate, for agers. exposed it. Again, it was a story that No. 1, it takes a commitment from “[Pre-screeners] “Care-less Denials.” I-Team powerful people in powerful places the people at the top. A commitment reporters Hagit Limor and Phil TVWeek: In your long career, didn’t want out. The plant changed not just to do it, but also to back it. separate the top Drechsler discovered that Anthem, which stories are you most proud of? and the workers were compensated. The No. 2 thing is that investigative a major insurance company in Mr. Rather: It’s hard because I can Now, this formaldehyde story is right reporting usually is more expensive 10 to 12 that they Ohio, had cut the reimbursement be as dumb as a brick wall about a up there for me. than other kinds of reporting. And think are the best. rates midyear so severely that lot of things, but I am smart enough [HDNet] did a long investigative No. 3, it takes longer—that’s one of many psychiatrists, psychologists to know that I’ve been mightily piece last year on what’s wrong with the reasons it’s so expensive. No. 4, it We send those to and counselors had either dropped blessed and very lucky to be in jour- electronic voting machines. It took a also takes dedication because you off the panel or wouldn’t accept nalism as long as I have and to have long time to do it. It took a lot of get a lot of doors slammed in your the final judges.” new patients, leaving mentally ill had the opportunities to do a lot of Mark Cuban’s money to do it—by the face, a lot of telephone hang-ups, Julie Appleby, co-chair, AHCJ Awards patients in the lurch. investigative journalism. I’m not per- way, he never flinched. The story that kind of thing. fect. I have a lot to answer for when exposed that there are a lot of prob- The second-place winner in the Prizes there have been times when I wasn’t lems with a lot of these electronic TVWeek: Is the reward then when top-20 category was “Nick’s All the winners of the AHCJ award at my best. I’ve been a working voting machines. People didn’t know you’ve done a report that results in Choice,” by Joe Fryer and Brett receive a signed and framed certifi- reporter for 59 years. You’ve asked about it and it took years to do the change? Akagi. These two Minnesota cate. First-place winners also receive me about things I’ve taken some qui- research for the story, but we finally Mr. Rather: Yes, that’s true. To me, reporters, for NBC affiliate KARE- $500 plus registration and hotel et pride in, and any time we can do exposed that and asked what I think the reward comes in having done a TV in Minneapolis, shared the story accommodations at the annual con- the kind of work we’ve done with are the proper questions about these public service. I grew up in journal- of 9-year-old Nick Nelson, who was ference. “The first-place winners sit these formaldehyde-laden, health- electronic voting machines. In a list ism with people who taught me that born with the rare popliteal ptery- on a panel and discuss how they got care problem-causing toxic trailers… of stories, those are some of the ones a public journal—and by journal gium syndrome, in which webs that story, because part of what we’re I point to with pride. they meant a newspaper, magazine, form on the backs of the legs, pre- trying to do here is help other jour- TVWeek: I’m sure there were some radio station or television station—is venting him from straightening nalists think of story ideas, think in your years at CBS. TVWeek:What about Abu Ghraib? a public trust. To fulfill the responsi- them. Although he was just a child, about resources they can use in their Mr. Rather: Among the stories of Mr. Rather: We broke the story of bility of that public trust, you must Nick wanted his doctor to ampu- communities to do similar stories. the ilk we’re talking about, I did a Abu Ghraib on a worldwide basis on see yourself as performing a public tate his right leg after 15 surgeries We want them to share how they did documentary report in 1975 about CBS. But I want to emphasize that all service. The reward you get is the failed to straighten it. KARE’s story it, the research, the obstacles, that cancer. It turns out that it was ahead of these things are a team effort. sense that you’ve contributed. When followed his journey. type of thing,” said Ms. Appleby. of its time about environmental Nobody does these things alone. It it works, when your report is suc- The third-place winner in the Awards will be presented at the causes of cancer, everything from takes a team. This toxic trailer cessful, then that’s the reward. You top-20 category recognized a story AHCJ luncheon on March 29. Eliza- plastics to things that are poured formaldehyde story had five or six take a deep breath and say, ”Maybe I about the toxic trailers given to beth Edwards, wife of former into the air and water. I did a story in people working at or near full-time. contributed a little something to the Katrina victims that turned out to Democratic presidential candidate 1979 for “60 Minutes” on a manufac- There are people who do very public good and maybe I met the be made with materials that are Sen. John Edwards, will be the turing plant where the product that good investigative work, but the rea- responsibilities of the public trust.“ I emitting formaldehyde. HDNet’s keynote speaker. ■ the workers were manufacturing son that there is so little genuine won’t kid you; it doesn’t always work.

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More than 1.5 million Americans have lupus, enough people to fill thirty baseball stadiums. Each has a unique and compelling story that will captivate an audience. Help spread awareness about this unpredictable and potentially fatal autoimmune disease. Call the Lupus Foundation of America Media Relations Department at 202-349-1145 for access to the nation’s leading lupus medical experts and people with lupus in your community. TW MAIN 03-24-08 A 35 TVWEEK 3/19/2008 7:31 PM Page 1

TELEVISIONWEEK March 24, 2008 35

EFFECTIVE The HDNet “Dan Rather Reports” story on trailers containing formaldehyde eventually led the goverment to replacing the portable housing.

authorities on toxicity—and it wasn’t just this one guy—said that there was something wrong in the trailers?

TVWeek: And the Centers for Disease Control and Prevention? Mr. Rather: I want to make clear the center in Atlanta is a national treasure. Their job is to control and prevent disease, to help in health care. Who at the center and at FEMA consistently ignored this scientist, Dr. Chris De Rosa? Finally, after we worked on him a very long time, he agreed to go public. He’s a real public ser- vant. This man is not angry about anything. When I finally interviewed him, he told me that he was glad that someone was listening to him. For years, nobody was paying any attention to what he Nobody can do it with perfection, getting in them, people started to level. It can cause miscarriages, trailers. That’s been in the last two was saying. He was grateful to be but if you’re not out there trying, notice that their children had an respiratory problems of all kinds, or three months. Their solution for able to go public with it. you never can get it done. unusual number of illnesses and and it can cause cancer.” For people in the trailers was to offer other members of the family got whatever reason, what he was them another trailer. TVWeek:What is your reaction TVWeek:Who have been your sick. At first, they thought it was sending out—and it was all docu- The first question has to be, to winning this award from AHCJ? heroes and mentors in the TV news just something going around, but mented—neither the public nor who was responsible for the quali- Mr. Rather: Naturally I’m very business through the years? fairly quickly suspected that the the people in the trailers knew ty control of these trailers? glad, especially for the people I Mr. Rather: My No. 1 hero has trailers themselves were the prob- about it. Nobody at FEMA has resigned work with. I work with some of the always been and continues to be lem. So the arc of the story goes because of this; nobody’s been best journalists in the world. We Edward R. Murrow. He set the that they were complaining, TVWeek:When did FEMA asked to, nobody has lost his job. have people who especially like to platinum standard for gutsy, fear- nobody was listening and they respond to the problem? Where was the product control? do investigative journalism. That’s less reporting. Of the people I have weren’t getting any attention. The Mr. Rather: Not for a very long For the people who manufactured not all we do, but it’s the core of worked with, and I have worked attitude was, “Be glad you got a time. Finally, after we did the origi- these trailers—and we’re talking what we do. I was also very with some really terrific reporters trailer.” nal story on TV, and others fol- about some of the biggest trailer pleased for Mark Cuban, who’s along the way, the list is long. lowed us in the press. Basically, manufacturers in the country— given us complete, total, absolute Charles Collingwood, who was a TVWeek: How long before FEMA … didn’t want to hear that where was their quality control? creative and editorial control. He CBS News reporter and was one of FEMA realized there was some- there were serious long-term Who was responsible for turning backs us in what we do, especially the original Murrow boys, was a thing wrong? health dangers from formalde- out these trailers, at considerable the tough stuff. So I was very mentor to me. The late Eric Mr. Rather: It took months, hyde. Two, they did not want to profit, and turning out trailers that pleased about it. We always like it Sevareid, who was also a mentor many months. FEMA finally said, hear that those people had to get were a health hazard? Who in the when somebody recognizes our to me. My list of heroes is long. “If there’s a problem, you need to out of those trailers. Very recently, upper reaches of FEMA made the work, but we don’t start out saying Anyone who has taken the heat open the windows and open the they finally gave in and said they decision not to tell the people in that we want to win awards. We and done the hard work of inves- doors to let air in and blow away would move people out of the the trailers that one of the leading want to do good work. ■ tigative reporting, I give them a tip whatever is bad.” People can of the Stetson. make their own opinions about that; I have mine. Now it turns TVWeek: Getting back to “Dan out that people have been in Rather Reports,” how did you get these trailers two and a half years. onto the “Toxic Trailers” story? Our last story—and this was not Mr. Rather: We caught on to in the program that won the there being something wrong with award—we discovered that one of the FEMA trailers, that there was the world’s ranking authorities on something making people ill, in toxicity had told FEMA. He works the summer of 2006. We did an for the Centers for Disease Con- investigation and our first story trol and Prevention in Atlanta, a was in late 2006. As is often the scientist. He said to FEMA, “Look, case with investigative work, it there’s formaldehyde in those takes time. We dug into it and we trailers and no level of formalde- were told officially, as were the hyde is safe.” Frankly, he couldn’t people in the trailers, there was get through. nothing wrong with them. But there was a lot wrong with them, TVWeek: Did FEMA acknowl- as we now know. edge that there was formaldehyde I believe we’ve done five sto- there? ries, maybe six, on the trailers. Mr. Rather: FEMA kept asking This is a story we got onto early what is the safe level of this kind of and it’s taken a lot of digging to do formaldehyde? The scientists kept it. A young woman named Chan- saying that there is no safe level of dra Simon was our original lead formaldehyde. Long-range health investigator. The arc of this story is problems come from formalde- that the people in the trailers were hyde. This scientist, Dr. Chris De at first glad to get into the trailers Rosa, was telling the Centers for because they had no place to live Disease Control and Prevention, after Katrina. By the way, we’re who were supposed to be telling talking about trailers that were FEMA, but FEMA kept saying specifically made for Katrina relief. what’s the safe level. De Rosa, qui- These trailers were made to “help” etly—he wasn’t telling the outside hurricane victims; they weren’t world—kept saying, “Folks, for made for sale to the public. After long-term health, there is no safe TW MAIN 03-24-08 A 36 TVWEEK 3/19/2008 7:33 PM Page 1

36 March 24, 2008 TELEVISIONWEEK NEWSPRO

about a group of people who don’t to the Dalys, I realized that this was get a lot of attention in the media bigger than Molly and that we CNN who finally get this kind of atten- could take her story and try to help Continued from Page 30 tion,” said Ms. Pifer, who came other families reunite with their We are very honored,” said Ms. across the story of “Where’s Molly?” loved ones who’d been sent away to Cohen, who is CNN’s medical corre- while visiting her grandfather and live in institutions.” spondent. thumbing through a copy of Reader’s The Daly documentary includes Ms. Cohen and Ms. Pifer regularly Digest. “I read about these people in former “60 Minutes” producer Don collaborate. “That’s how we do Oregon, a brother’s search for his sis- Hewitt’s efforts behind the scenes. everything. We have a very good situ- ter. I got chills as I read the story. I Unlike the feature, CNN’s “Where’s ation with CNN, much more lati- thought it was amazing.” Molly?” was just under seven min- tude,” Ms. Pifer said. “I’m proud of our network. When we brought them “I’m proud of our network. When we this story—which is not a very sexy story—they told us, ‘Go ahead. Do it.’ brought them this story—which is Then, when you do it and get more not a very sexy story—they told us, than a million hits on the Internet, and it’s not porn or Britney Spears, ‘Go ahead. Do it.’” that really says something. Jennifer Pifer, senior producer, CNN’s “Where’s Molly?” “Any time I’ve been passionate about a story and I’ve gone to an Ms. Pifer, who didn’t know then utes long. “His documentary is a executive producer and said, ‘Trust that it was the basis of a documen- documentary. It ran 75 minutes. Our me on this. This is going to be tary film, consulted with Ms. Cohen; story was the condensed version of good,’” she added, “they do. The they agreed it was an excellent idea what he did,” said Ms. Cohen. “We great thing at CNN is that if it for a CNN story and approached the have the restraints that you always doesn’t work for Show A, you can Dalys. have, the time constraints when you HEALTH ISSUES CNN pitch it to Show B, or to the Internet. “We spoke with Jeff and Cindy tell a story, but from the feedback we reporter Elizabeth There is a lot of freedom.” and saw how dynamic and pas- got, our story still got a huge emo- Cohen regularly collabo- Winning the award from AHCJ sionate they were and learned that tional impact. People would e-mail that in a couple of minutes was really rates with senior pro- also means a lot to these reporters Molly’s story is just one of thou- us and call us saying that they gratifying.” ducer Jennifer Pifer on because of the subject matter. “It’s sands of stories out there,” Ms. sobbed while watching our story. It Adds Ms. Pifer, “The television the news network’s health care stories. always great when you do a story Pifer said. “While we were talking really hit people. So to be able to do story was a very important element of this, but also, in my opinion, the Web site was just as crucial. When we ple who rarely get media coverage. posted the link to Jeff and Cindy’s We found that people were really Web site, Where’sMolly.net, their site hungry for this opportunity. We crashed because they received over a expected it to do well; we were million hits within 24 hours.” floored when it got over a million Through the link to the Dalys’ hits in such a short period of time.” CUTTING-EDGE RESEARCH IN THE NATION’S CAPITAL site, CNN viewers who were interest- “Jen put together a historical ed could begin their own family interactive about our society’s atti- searches. “They were working with tudes toward the disabled over the ARC link, that’s the Association of time,” said Ms. Cohen. “You really Retarded Citizens advocacy group. got a snapshot for how much things So when our story aired, we gave have changed. For us, we were viewers an opportunity to reach out shocked by the thought that some- to not only the Dalys, but to the ARC one could put their disabled child in link. They had set up a registry on an institution. One of the most grati- their Web component where people fying things to come of this is that could put in as much information as several families have reunited they knew about a missing relative. because of our story. They saw it on We gave caregivers for people the CNN, they linked to the Web site opportunity to put in information as where you can try to get linked back well. They were able to start making up with relatives you were separated some reunifications.” from, and there have been several reunions thanks to our story.” WE SHOULD TALK Online Assist (Let our medical experts add depth and credibility to your next assignment.) Ms. Pifer suspected early on that Ms. Pifer and Ms. Cohen, who this story would have a big impact. regularly collaborate on health care “This took a long time to edit. I Currently undertaking more than 1,100 active clinical trials, Georgetown University stories, augmented the on-air would have people stop by and look Medical Center faculty experts are at the forefront of medical research, including the feature with an online component. at the video of the kids in the institu- “Along with the television story for tions and they’d say, ‘Oh, is that from team of GUMC researchers who produced the technology that led to the development of ‘Where’s Molly?’ we did a very large Romania? Or is that from another the ﬁrst HPV vaccine, commercially known as Gardasil®. mosaic on CNN.com. Mosaic, that’s country?’ When I told them that this a CNN term,” said Ms. Pifer. “What had actually happened in the United we did was sit down with Mary States, they were shocked.” Our experts are available to comment on a variety of subjects, including: Carter, the editor of the CNN health Working on the health care beat Neuroscience – traumatic brain injury, Parkinson’s disease, spinal cord injury and neuroimaging section, and we brainstormed sever- is all Ms. Cohen and Ms. Pifer do, al months before this came out and they prefer it that way. “I love Cancer – breast, GI, prostate, lung, survivorship and palliative care about what would be the perfect this. This is all I’ve wanted to do,” Infectious diseases – HIV/AIDS, malaria, biodefense and biosurveillance mosaic.” said Ms. Cohen. The mosaic is comprised of all “I don’t have the medical back- Bioethics – end-of-life care, genetic proﬁling and gene therapy the elements that relate to the main ground that Elizabeth does,” Ms. on-air story, including video, Web Pifer says, “but the reason I love cov- links, blogs and more. “We had one ering health stories is that people of our producers who had a brother love health news. I always ask myself, who was severely developmentally ‘What does my mother want to disabled and his mother, who really know? What does my grandma want Visit our experts database at: wrote for the first time about what to know?’ I learn every day. It’s fun to http://experts.georgetown.edu or the online newsroom at that was like,” said Ms. Pifer. “We had figure out how to tell these stories.” http://gumc.georgetown.edu/communications links to places where people could To these health care news pros, High-quality ISDN line for radio interviews try to have a reunion with their fami- working on “Where’s Molly?” was a ly. We gave people the opportunity to tough story, but ultimately worth- GUMC media line available 24 hours a day share their stories. We reached out to while. “This is not the kind of story 202.687.5100 | gumc.georgetown.edu people with disabilities, awareness that you can go out and do in an communities, and said, ‘Hey, we’re hour. You need patience. You need to posting a blog, we’d like you to sit and listen. You need to let the sto- respond to it.’ This is a group of peo- ry unfold. This is a story that took TW MAIN 03-24-08 A 37 TVWEEK 3/19/2008 7:35 PM Page 1

TELEVISIONWEEK March 24, 2008 37

decades to unfold, and this is also a boy. That was an element of the very complicated story about how health care part of this story, more these institutions came to be, why KARE than facts or statistics about the they lasted so long, why it took such Continued from Page 32 syndrome. Anyone can relate to THE FULL PICTURE a long time to get rid of them,” said amputated and the KARE this if you’ve had to make a deci- KARE-TV photographer Ms. Cohen. reporters have stayed in touch sion about health care.” Brett Akagi was inte- “So you need to sift though not with him. “He’s doing great. He has You might think they’ve moved gral in telling the story just complicated scientific informa- no regrets about the choice he on, but Nick’s story is ongoing for of Nick Nelson. tion, but policy matters. We do med- made. He had to go a couple of Joe Fryer and Brett Akagi. “We still ical stories all the time. One of the months with no leg basically while talk to the family on a regular things we both feel very strongly the stump was healing. Around basis, especially my photographer, about is that it’s not enough to just Christmas he got his prosthetic who was integral in telling the sto- do the latest story, the latest fad. We and we were with him when he ry. For Nick, it’s been incredible. try to find those stories that really took his first steps,” said Mr. Fryer. He’s constantly getting calls from connect with people so that they’ll “His mom broke down in tears. people to speak or make an remember. She said, ‘I got to see my child take appearance because people are so “We’re working on some follow- his first steps twice.’ It was an inspired by him. He was intro- up stories right now that are going unbelievable magic moment. The duced at a Minnesota Timber- off of Molly’s story, and hearing excitement in his face; he was wolves game, and he still has a people talk about how it triggered overwhelmed by the fact he was decision to make about his left leg. something in their mind and they able to do it. … It was great to be It’s better, but he would actually asked more questions about their documenting all those moments.” like it removed. The doctor isn’t personal history,” she added. quite ready for that yet. It’s not “That’s one of the great things Repurposed on NBC over for Nick.” ■ about doing medical stories is that After KARE ran the original sev- you have the opportunity to not en-minute version of “Nick’s only inform but also to touch peo- Choice,” the network became ple emotionally. That’s certainly interested in carrying the story as what ‘Molly’ did.” well. A shorter piece was broadcast on “NBC Nightly News” and later Expert Cardiologists. on “Today.” “We try to find Mr. Fryer and Mr. Akagi were Expert Comment. those stories that overwhelmed by the response. “It’s been unbelievable, unlike any sto- Excellent Story. really connect ry that I’ve ever done. Tons of e- with people so mails for us, and nationally, I don’t know how many,” Mr. Fryer said. When a story goes straight to the heart “They said it was unlike any fea- that they’ll of your audience, count on the American ture story they’ve ever run from remember.” another affiliate before.” College of Cardiology to provide expert Elizabeth Cohen, reporter, CNN The positive response to the comment, insight, and supplemental story led to their decision to sub- material on: “It’s very easy to do the ‘latest mit the video to the AHCJ. “One of studies’ kind of stories,” Ms. Cohen our anchors forwarded the e-mail ✔ said. “It’s a challenge to do stories like to me from the association [seek- New Studies ‘Molly,’ but it’s a challenge. We’re hap- ing entries] and we decided to ✔ Prevention py to have to put these kinds of sto- enter the story ourselves and pay ries in perspective. People need it the entry fee. The Association of ✔ Treatment because people are confused.” Health Care Journalists saw the ✔ Ms. Pifer will be collecting the longer version.” Cholesterol prize for the CNN team at the Being recognized for a health ✔ Prescription drugs March 29 ceremony at Health Jour- care story has been rewarding for nalism 2008. “I’m looking forward Mr. Fryer, but he didn’t do it to win ✔ Women’s heart health to going, to answering questions on a prize. “This was a story that had ✔ Health system reform the panel. I love talking shop with to be told. It was about a decision, other journalists, so this for me is a choice, and it was a health care ✔ All cardiovascular related news like a major geekfest! And I can’t say story in a lot of ways because every it enough: A story like this getting day people have to make critical To speak with a respected cardiologist this kind of attention, that’s so grat- decisions about their health care,” or schedule an interview, ifying. Not only has Molly’s life he said. “Some are a bit more been changed by reuniting with her immediate, some are life-and- contact Ana Fullmer, brother, there are other families death situations, some are like Media Relations that are now reuniting because Jeff Nick’s choice where it’s a matter of (202) 375-6229 and Cindy Daly had this vision and would this give him a better life or [email protected] they trusted us to share their story not? That’s a hard decision for any- and let us do what we do best.” ■ one to make, let alone a 9-year-old TW MAIN 03-24-08 A 38 TVWEEK 3/20/2008 3:19 PM Page 1

38 March 24, 2008 TELEVISIONWEEK NEWSPRO ON THE TRAIL OF DEADLY DRUGS ‘Dateline’s’ Report most people didn’t know existed. that small amounts of drugs such as That’s what happened when “Date- Viagra be shipped so they could be Tracked Counterfeit line NBC” aired “Bitter Pills” last sum- checked out before larger orders were mer, the culmination of an investiga- placed. The counterfeiters took the Pill Manufacturers tion into how counterfeit prescription bait, and one of the major trails led By Hillary Atkin drugs can end up in Americans’ med- straight to Shanghai and Hong Kong. Special to TelevisionWeek icine cabinets and potentially cause Reporter Chris Hansen had origi- Sometimes it takes a yearlong great harm or even death. nally been tipped off to the story by investigation, including setting up The piece told the story of a St. law enforcement and pharmaceuti- hidden cameras halfway around the Louis woman undergoing cal industry security sources. He trav- world, to expose a health threat that chemotherapy for breast cancer, and eled to China undercover as an how a costly drug called Procrit was American drug distributor to negoti- easing her symptoms and helping ate face-to-face with Cherry Wong, a her to lead a normal life. Suddenly, Chinese counterfeiter who sold fake the drug—a liquid administered drugs that looked so real they could weekly by injection—stopped work- fool pharmacists. As the hidden cam- ing and the woman died. eras rolled, Mr. Hansen It turned out that the shook hands on a deal $500-a-dose medication that was potentially worth the family purchased at a $10 million to the sham local pharmacy was fake, American company, although the box and the Hansen Group. labeling looked legiti- “To me, it was shock- mate. Apparently there ing that so many people wasn’t enough of the try to get rich from mak- active ingredient in it for ing, selling or introduc- it to be effective. ing counterfeit drugs into CHRIS HANSEN “Dateline” obtained the pipeline, knowing “Dateline NBC” the records and found out how vital these things are that a series of wholesalers in four to so many people,” Mr. Hansen different states had handled the drug. said. “It was a pretty aggressive Somewhere in the supply chain, a endeavor to make contact with peo- drug-counterfeiting ring slipped in ple manufacturing and selling fake the bogus product. It managed to drugs, and actually cut a deal in that operate for a year, selling 11,000 box- hotel room. We were able to do it es of fake Procrit at a huge profit with no detection.” before authorities shut it down. He said the volume of drug man- The NBC report said even the top- ufacturing in China is overwhelming. selling prescription drug in America, Some of it is legitimate, handled by Lipitor, had to be recalled when plants built by the pharmaceutical counterfeits from Central America industry. Yet he said counterfeit oper- were discovered in drugstores across ations compete by putting in even the country, including Rite Aid. better manufacturing operations. Exploiting loopholes in the drug sup- “We found a lot of counterfeit ply system, criminal enterprises companies in China and India will based in Colombia, Mexico, India take a drug and reverse-engineer it to and China were making a killing, get the raw material. It’s not necessar- according to investigators. ily illegal in some of these countries,” “Dateline” producer Steve Eckert Mr. Hansen said. “On the Internet, set up a phony drug distributorship you can get discount Viagra, Vicodin on the Internet, requesting both raw and Xanax, but you don’t know what’s material and finished pills, in an in there. You have to be careful you’re effort to pinpoint the source of some buying from a reputable source.” of the bogus medications; he asked The “Dateline” investigation also showed some illegal drug labs where drywall is used as a filler and road paint for coloring. The piece had a regulatory impact on both national and state levels. Within days after “Dateline’s” investigation aired, the FDA announced long-delayed rules to crack down on counterfeiting by issuing guidelines that will help track medicines from manufacturer to drugstore. The states have a patchwork quilt of laws regarding prescription drugs. In some states, a wholesaler’s license can be had for as little as $20. “It seems there is now a discussion about regulating across the board,” said Mr. Hansen. “If you can keep it out of the mainstream, and can elimi- nate a lot of potential for people to get this by keeping fakes out of pharma- cies, that’s half the battle.” ■ TW MAIN 03-24-08 A 39 TVWEEK 3/20/2008 4:41 PM Page 1

TELEVISIONWEEK March 24, 2008 39 THE ‘SICKO’

GLOBETROTTER In EFFECT “Sicko,” Michael Moore went to countries including Canada, France and Criticized But Unbowed, Moore Says His Cuba to compare their health care systems to Documentary Put Topic on National Agenda that of the U.S. By Allison J.Waldman ago, and the road to change has Special to TelevisionWeek been much more rocky and lonely ly bright picture of health care in Documentary filmmaker for many of us,” said Donna Smith. Europe and Canada, and that the Michael Moore has been called “Medical problems continued as visit to Cuba by the 9/11 volun- everything from a seer to a charla- the glare of the spotlight receded. teers was ‘over the top.’” tan. Is he a committed truth-teller My Cobra benefits expired and I Mr. Moore acknowledged—and and professional muckraker, or is couldn’t get anyone to insure me as defended—the criticism. But he Read more about he a shameless a cancer survivor. I joined the ranks thinks things have improved in part Mr. Moore at self-promoter of the uninsured for the very first because of the criticism. “It’s very TVWeek.com. who uses time in my life. If we had single- encouraging to me that since ‘Sicko’ important payer or Medicare-for-all as the law and my dustup with Dr. Sanjay issues for personal advancement? of the land, none of these stories Gupta and Wolf Blitzer, I have Whatever he or his critics would be happening. Overall, I noticed somewhat of a change claim him to be, the impact of his thank Michael for making the film.” where they are now having to talk most recent project, “Sicko,” the In “Sicko,” the story involving about this in a different way. Oscar-nominated documentary Julie Pierce and her husband was “Dr. Gupta actually did a special feature about the U.S. health care tragic; he died because of health on this issue, where it appeared that system, has been felt throughout insurance neglect. “It amazes me he lifted whole ideas right out of the media. Mr. Moore himself has how many people have not seen ‘Sicko’ and made them his own— seen the effect his film has had on ‘Sicko,’ have not heard of ‘Sicko.’ So I which, by the way, I’m a huge fan of TV news coverage. bought a bunch of DVDs and I keep that kind of plagiarism because I “I think it’s helped a lot of jour- them with me, so when I’m out and don’t call it plagiarism,” said Mr. nalists realize there’s a whole other about, I’ll ask people if they’ve seen Moore. “It’s the old saying of imita- side to this story—the non-corpo- ‘Sicko’ and if they tell me no, I hand tion is the sincerest form of flattery. I rate side, the side of nurses, the side them one because people need to hope these people in the media will of working people, the side of people be educated,” she said. take these ideas. … To have these who have no insurance,” he told re- Ms. Pierce does not think TV something like this in their life.” act accordingly.’ So for years now ideas out there, we don’t care about porters during a recent conference news is doing enough about the When asked specifically how we have been inundated, whether being credited for them or whatever. call. “Every week I get somebody health care issue; she wants more “Sicko” network news coverage of on local TV news or on CNN, with Just to have moved the ball down sending me a video or a story from from journalists. “It angers me that the health care issues facing Ameri- ‘Tonight’s Health Report,’ brought the field a bit through this movie has their local newspaper or TV news the media, every time a new story cans today, Mr. Moore said, “For so to you by … hmm? Fill in the blank; been a good thing.” station where the local reporter has name the pill. Then the health re- Dr. Ho is more skeptical. “‘Sicko’ gone out and talked to the [local] “I think it’s helped a lot of journalists port is telling us about some great had an incredibly large impact person who has gone through the new discovery some pharmaceuti- when it was first released, but now very same things these ‘Sicko’ partic- realize there’s a whole other side to cal company has made or some- it seems as though the movie never ipants have gone through.” this story—the non-corporate side, thing that the insurance compa- played,” she said. “However, the Several women from the film nies want us to do, and reporters problems faced by many of the spoke on the conference call of how the side of nurses, … the side of have taken their cues from industry Americans interviewed in the “Sicko”—and the TV news coverage and Wall Street when it comes to movie resonated with the general it generated—altered their lives. people who have no insurance.” reporting about health care issues.” public. I find it interesting that the “Immediately after ‘Sicko’ Michael Moore on what his documentary “Sicko” has accomplished With that in mind, Vivian Ho, film was very negative regarding opened, there was intense media comes out of tragedy, of somebody long, especially on television, the the Baker Institute Chair in Health insurance carriers, yet there doesn’t coverage about the issue of med- who’s lost their loved ones due to journalism surrounding this issue Economics at Rice University, said, seem to be a great backlash against ical health reform. Even Oprah said the for-profit health care system, has been, ‘Read the press release by “Many policy experts and critics insurance companies in TV net- it would be her issue going into her they bring the story to light like it’s the pharmaceutical company or argued that the film was biased— work stories at the moment. Once new season, but that was months the first time they ever heard of the health insurance company and they felt that the film gave an over- Continued on Page 50

Excellence in Nutrition Research and Practice TW MAIN 03-24-08 A 40 TVWEEK 3/20/2008 4:46 PM Page 1

40 March 24, 2008 TELEVISIONWEEK NEWSPRO

RECOVERING Images / AFP Getty STR

IN A HAZE Coverage of FROM CRISIS high-profile issues, such as the effect of Beijing’s air quality on athletes compet- ing at the Summer Olympics, eclipses some issues that affect many MENTALITY more people, experts say. how fears about the pollution are than problems we have today,” said much more asthma. There is also critical of the way the “war on can- Environmental News prompting some athletes to skip Dr. Hal Strelnick, director of the evidence that connects air pollution cer” has been positioned, saying it Requires Long-Term some of the Olympics to minimize Institute for Community and Collab- with heart attacks and increased looks more at treating rather than their exposure while some are con- orative Health at New York’s Albert mortality across the country. This is a finding ways to prevent the dis- Perspective as Well sidering wearing masks to mitigate Einstein College of Medicine. problem where people’s health is ease—including the examination of By Hillary Atkin it—images that would be Dr. Strelnick cited the being affected today, problems here sources of toxicity in the environ- Special to TelevisionWeek a PR nightmare for the correlation between air and now that do not get the atten- ment. “It’s not just journalists that Like so much other news cover- Chinese, who are taking pollution and asthma— tion they should.” get tired, but sometimes medical age, the intersection of environmen- extreme measures to and heart disease. For environmental reporter research funding agencies like the tal and health/medical journalism clean up their air. “There’s been an asthma Charles Clifford of San Francisco sta- [National Institutes of Health] don’t often takes place at a crisis point, What’s left for a slow epidemic since the early tion KRON-TV, looking for a human want to hear about asthma and lead. such as an oil spill or a leak of radia- news day or the back 1980s, even as we have health angle is part of nearly every They want to be on the cutting edge tion from a nuclear plant, or in rela- pages of newspapers and cleaned up the air in gen- worthwhile story on the environment. of science. My goal is to eradicate tion to a high-profile event. magazines are stories eral, but because of “The port of Oakland has thou- these problems,” Dr. Strelnick said. Recent environmental-health that affect the health of changes in technology of sands of trucks that pass through, The concern about mercury and news headlines have focused on air huge numbers of Ameri- HAL STRELNICK diesel engines, cars and and big cargo ships, and the pollu- other chemical contamination in pollution in Beijing, and how it cans on a daily basis. Einstein College of Medicine trucks, we have con- tion from both sources blows into fish and the health dangers it poses might impact athletes from all over “From my point of tributed a great deal on a West Oakland, which has some of is another topic that Dr. Strelnick the world coming to China to com- view, attention to global warming micro level,” said Dr. Strelnick. “In the highest child asthma rates in the said merits more media attention. pete in the 2008 Summer Olympics. and potential problems in the future neighborhoods along highways state of California,” Mr. Clifford said. “There is a pretty direct effect on A recent front-page story discussed have gotten more media attention where kids play outdoors, there is “We try to get the human angle while people’s health,” he said. “As the fish we also do the story of the nuts and go up the food chain, they have bolts of ships using cleaner shore power at the harbor.” “We’ll pay atten- Although environmental and health stories are often linked, Mr. tion to a crisis, but Clifford said the health angle can get a chronic problem short shrift because, for financial reasons, his station does not have a takes a long time health reporter. “A lot of stories fall into either category,” he said. “Some- and sustained times there is a fine line between effort. As a health and the environment.” Another ongoing health issue is culture, we have the presence of lead in the environ- trouble staying ment, even though it has been banned in paint and gasoline. ”The with things.” more we’ve learned leads to the con- Dr. Hal Strelnick clusion that even minute amounts in a child’s body are dangerous, that no higher concentrations of these con- level is safe,” Dr. Strelnick said. “We taminants, like mercury and PCBs. may be doing damage to our children Some of that is from the conse- still, and it remains a major problem. quence of air pollution getting … A little can lead to learning disabil- absorbed into the ocean, some from ities, juvenile delinquency, and even dumping of garbage and spills that to dementia in the elderly.” occur, accidentally and on purpose.” What has received much cover- News coverage of these and other age is the recall of toys made in Chi- health issues has created more aware- na that contain lead and pose a dan- ness, and sometimes outrage, which ger to children, but Dr. Strelnick said spearheads positive change. In the there is socioeconomic bias to what late 1980s and early ’90s, medical gets reported. “There is a lot more waste washed up on East Coast attention paid to things that threaten beaches, fomenting public outcry the middle and upper classes than that led to new regulations on its dis- the poor,” he said. “That’s part of the posal. The result was increased safety challenge in the way in which we for the public and medical workers. think about what is news. These are “If the media hadn’t covered cer- old problems that haven’t gone away. tain stories, it might be business as We’ll pay attention to a crisis, but a usual and the public might never chronic problem takes a long time know,” said Mr. Clifford. “The job of and sustained effort. As a culture, we the media is to look for these stories have trouble staying with things. We and tell what’s going on. Then hope- want to go on to the next thing.” fully the public is outraged and the Many medical professionals are problems get fixed.” ■ TW MAIN 03-24-08 A 41 TVWEEK 3/20/2008 2:08 PM Page 1

TELEVISIONWEEK March 24, 2008 41

Q&A definitely see it when viewers write THE HUMAN TOUCH In in. … There is a lot of erroneous addition to reporting for information out there, so what I NBC, Dr. Nancy Snyder- hope I’m doing is laying a road man teaches at the Uni- versity of Pennsylvania. map between what we know is That allows her to main- truth and what we know are tain patient contact, which myths, and—just as important— she says is crucial for her. DOCTOR ON admit what we don’t know.

TVWeek: Do you use new media to help tell your health care stories? Dr. Snyderman:Yes, every day. For instance, on the hospital story CALL FOR I’m doing now, I will not only post interviews in the long format, but we will re-cut stories. We will do blogs and video logs, when appropriate to the story, and I also want the audience to know that I’m NBC NEWS receptive to hearing from them. … When I came to NBC a year and a half ago, I came here because I Snyderman Works Across Media Platforms believed it was the best place for me to blend new media and old. … to Explain, Interpret Health Care Stories My work must be integrated across As NBC News’ chief medical Dr. Snyderman: I have sort of a all platforms, and in a perfect world editor, surgeon Dr. Nancy Snyder- wacky schedule, more than maybe we’d be doing radio, too. … value-based health care man is on call for whatever medical other medical correspondents. I’m or health issues need to be dis- always on deck for the “Today” TVWeek:What do you say to community by community cussed on the air. Since joining show. There was a time we did a people who can’t afford health care? NBC News in September 2006, series on cancer, maybe a month Dr. Snyderman:When you have NBCH is the national trade association of after a 17-year tenure on ABC’s or so ago, so I know that’s coming people who work for a living, they 60 business and health care coalitions, For the complete “20/20” ands its and I can make it a rich series and pay their taxes and they can’t afford insurance, something is organized to buy better health care in Q&A with Dr. other news plan. But I’m always around for shows, she is reg- breaking news. Yesterday, it was wrong. When you have veterans communities across the country. Snyderman, go ularly seen on Patrick Swayze’s pancreatic cancer. being denied help at VA hospitals to TVWeek.com. “Today,” “NBC That’s when I have to put on my because something isn’t service- To learn more about business coalitions Nightly News With Brian Williams,” doctor hat, because I’m very sensi- related, something’s wrong. … Pre- “Dateline NBC,” MSNBC and tive to not making conjectures miums go up, there’s someone on health, or to join a local coalition, nd MSNBC.com. Dr. Snyderman when I don’t know all the informa- who won’t have food in the food us on the web at www.nbch.org spoke with TelevisionWeek corre- tion, but at the same time, you bank that day, there’s a ripple effect spondent Allison J. Waldman about have to see it as a basis for explain- throughout our economy. With my 1015 18th Street, N.W., Suite 730 the current state of medical jour- ing pancreatic cancer to people. … doctor’s soapbox hat on, we can- Washington, DC 20036 (202) 775-9300 nalism at the network level. I’m also responsible to MSNBC not be a strong economy globally if Fax ( 202) 775-1569 during the day, maybe for little we aren’t a healthy nation. ■ [email protected] TelevisionWeek: How do you see drop-ins or hits to explain some- your position with NBC News? thing. … If you go back to that big Dr. Nancy Snyderman: My title spinach contamination case, that is chief medical editor. I have the was a classic story that was on great fortune of stepping into the MSNBC and “Nightly News,” and I your viewers arena where Bob Bazell has done told it differently for each audi- This is who talk to about some fabulous work for 25 years ence, but there was an urgency covering science, and what we’re and newsiness to it that wove all of health care. And, so can you... trying to do right now is the sci- NBC News together. … ence and the medicine including Pharmacists don’t just deal with prescription drugs— health and wellness. … The chal- TVWeek:You’re basically avail- lenge is every day what to cover able whenever NBC needs you? they work with smoking cessation, blood pressure and what not to. There are times Dr. Snyderman: I’m no longer monitoring, immunizations, nutrition, diabetes, when there may be medical stud- on call in the hospital, I’m on call ies that are fascinating to me as a for NBC. long-term care, weight loss, pain management, surgeon, but I’m not sure they’re applicable to my audience. … TVWeek:What’s the most diffi- and more. Pharmacists’ extensive education cult part of being a medical jour- and experience make them often the most TVWeek:When it comes to nalist once you’ve decided which choosing what to cover,where do story you’re going to do? qualifed and accessible health care profession- you start? Dr. Snyderman: I’m very wary als, and are consistently rated as one of the top, Dr. Snyderman: I have an about the “mouse” science that isn’t extraordinary, helpful group of necessarily relevant to the person most-trusted, health-care providers. senior producers to bounce ideas sitting at the kitchen table. You off of. I try to get a view of the land- have to say, “Look, this is a really For national and local health care news experts, contact scape out of the big journals the cool breakthrough and here’s Lisa Miller, NCPA vice president of Public Affairs. week before … so I can get an idea what’s coming,” but let people of what might be a big story in the know it’s not going to be in your week ahead. Then, every morning, doctor’s office tomorrow. … I try to figure out if we should react For me, a TV camera is really 100 Daingerfield Road to breaking news. It’s a combina- no different than sitting down at a Alexandria, VA 22314-2888 tion of doing real reporting on sto- patient’s bedside. … You take the (703) 683-8200 phone ries that matter to me, like right complicated words and the com- (703) 683-3619 fax now I’m doing a story about public plicated concepts and you simpli- www.ncpanet.org hospitals and how they’re in crisis fy them, but never in a conde- in this country. Then I have the scending way. journals and the breaking news of Lisa Camooso Miller (703) 838-2682 direct line TVWeek: the day. It’s trying to find what to Do you find that peo- Vice President of Public Affairs [email protected] do in the constant mix. ple are diagnosing themselves with information from the Internet? TVWeek: Do you have a limit on Dr. Snyderman: I call it the THE VOICE OF THE COMMUNITY PHARMACIST what you can cover each week and Internet Syndrome. [It] hits me on how much airtime you’re given? when I’m seeing patients, and I TW MAIN 03-24-08 A 42 TVWEEK 3/20/2008 5:59 PM Page 1

42 March 24, 2008 TELEVISIONWEEK NEWSPRO CAPTURING THE REALITY OF TV’S DOCTORS Series Aim to Ease Fears by Showing What Happens in O.R. By Hillary Atkin Special to TelevisionWeek About 20 years ago a popular cough medicine commercial that ran on television featured the line, “I’m not a doctor, but I play one on TV.” Today it is the real-life physician who is more likely to appear on the small screen as cameras follow medical professionals every step of the way, from consulting with patients—with the individual’s express permission, of course—to performing surgery and post-surgical care. For better or worse, medical reality programming is becoming a source of information that sometimes sub- stitutes for traditional health journalism. Reality-show cameras often cap- ture the emotional along with the SERIOUS BUSINESS informational aspects of the doctor- Ophthalmologic sur- patient relationship and bring a flood geon Paul Dougherty, of awareness of patient concerns and top, and plastic sur- new treatment procedures. geon Marc Mani see TV well as the medical aspects of plastic rial board of the Journal of Refractive anyway, operating on camera the first Beverly Hills plastic surgeon Marc as a tool to educate surgery. “It’s not just the patient Surgery. He has also been featured as time didn’t bother me. But of course I Mani has appeared on programs on potential patients. choosing the doctor,” said Dr. Mani. the LASIK expert on TLC’s “10 Years made sure it wasn’t a distraction to the Learning Channel and Discovery “If you don’t feel like a person is a Younger,” a mildly irreverent my patients, or I wouldn’t do it.” Health Channel, as well as on seg- “The goal was to make it like a fly good candidate, the worst thing you makeover show based on a British The doctor, who has performed ments on entertainment news and on the wall that would come into the can do is operate. You learn that in program that uses a team of profes- more than 17,000 eye surgeries at his talk shows. But he says the mark of practice,” Dr. Mani said. “They tried residency; it gets driven home and sionals to make participants look offices in Hancock Park, Camarillo success in real life is having a practice to make it a real documentary. It had you have a gut feeling about it. You younger without cosmetic surgery. and Santa Barbara, Calif., also is par- made up of patients who were a fairly high budget per show. There try to recognize body disorders, and “I liked [the show] from the stand- ticipating in the Style Network’s referred by other satisfied patients. were two camera crews in the office if you have any doubts you make sure point of education. It’s good from a upcoming season of “Modern Beau- Dr. Mani, who specializes in facial at all times. The patients that signed they go to see a professional. It hap- public health standpoint,” Dr. ty.” Last season the show featured rejuvenation and breast revision sur- on were comfortable, and once they pens to everyone; you turn away Dougherty said. “It goes through the segments with plastic surgeons talk- gery, is board-certified by two major met the production crew, then they patients quite frequently if you’re whole process of people wearing ing about different techniques to plastic surgery societies in the field. were really enthusiastic and willing to doing your job right.” glasses or contacts, and showed them improve appearance. He graduated from Harvard Universi- how they would be able to see better. “Essentially, I focus on LASIK ty and received his medical school “The only difference between [“10 Years It was pretty realistic, and we showed and do some shows on implantable and residency training at Baylor Col- the risks. Most of the patients were contact lenses for people who are lege of Medicine. Younger”] and real life is the cameras easy to deal with, but one was unreal- candidates for it,” Dr. Dougherty “I’m comfortable operating on istic, and nervous about surgery. I dis- said. “It’s educational, with serious camera as long as they respect the in the interviews before and after, and couraged it, but she insisted—but discussion about the reality of cos- sterile field,” said Dr. Mani. “I see it as the cameras in the operating room.” ended up not being on the show.” metic procedures. There’s no an opportunity to educate the public Dr. Dougherty was one of the first makeover team; it’s either technolo- Dr. Paul Dougherty on the TLC makeover reality series to know the ins and outs and the ophthalmologists to get LASIK on his gy- or personality-based.” main benefits of aesthetic surgery. do it to share their experience.” Dr. Mani also is featured on Dis- own eyes when he had the procedure One patient was 26-year-old actor Television exposes the reality of sur- For the physicians, preparing for covery Health Channel’s “Plastic done 10 years ago. He screened 12 to T.J. Miller (“Cloverfield”), who want- gery, and the real upshot is that peo- the production was intense. “The Surgery: Before and After” and has 15 patients on the program and treated to get out of contact lenses ple have been encouraged. By and producers would have us sit down on done multiple segments on “Extra.” ed five or six, turning down people because they created problems for large, people are depicted going a special stage three to four hours Dr. Paul Dougherty, an ophthal- who weren’t good candidates. him when he was on set. through a process that makes them every week and ask us questions mologic surgeon specializing in “The only difference between this As Dr. Dougherty summed up the happy, and that’s the result.” about the procedures and delve into LASIK vision correction surgery, runs and real life is the cameras in the goal of his on-air medical experience: “Plastic Surgery Beverly Hills” is a the psychology of why patients want- up against patient fears frequently in interviews before and after, and the “The most important thing is well- 10-part documentary/reality show ed it. They’re real journalists who his Southern California practice and cameras in the operating room. I’ve educated patients who know the risks produced by New York Times Televi- have been in wartime situations. on television. “The fear greatly out- been outfitted with a camera in my and benefits.” That can translate to sion that followed Dr. Mani and two They’re not fluff media.” strips reality, and that’s why I’m here, microscope to show exactly what was the viewing audience, influencing physician colleagues as they worked For the doctors, it was an oppor- to take away the fear,” said Dr. going on,” he said. “Because all of my their decision-making process on with various patients. tunity to discuss the psychological as Dougherty, who serves on the edito- surgeries were on closed-circuit TV treatment methodology. ■ TW MAIN 03-24-08 A 43 TVWEEK 3/20/2008 3:24 PM Page 1

TELEVISIONWEEK March 24, 2008 43

MEDICINE MAN Dr. Bruce Hensel has been reporting on health care issues Q&A for KNBC-TV in Los CONNECTED Angeles since 1987. TO THE COMMUNITY KNBC’s Longtime Medical Reporter Hensel Wants Information to Empower Viewers

Bruce Hensel, M.D., is one of California to certify in emergency Then there is the morning meet- and arthritis—illnesses people live they leave their television sets. the rarest hyphenates in broadcast medicine, and began doing a TV ing, and input from managers on with, along with other chronic journalism—a practicing physician show called “Sex, Drugs, Rock ’n’ health-related stories. conditions. It then becomes about TVWeek:What are the key issues who is also a full-time medical cor- Roll” with Paraquat Kelley that I do about four different cate- the quality of life. … I don’t think now that affect people’s health? respondent for a major-market tel- aired from 1-3 a.m. on KNBC. It gories. Breaking news, say if Gov. temporal, seasonal stories have Dr. Hensel: Environment and evision station. Dr. Hensel has been had musical performances and I Schwarzenegger gets surgery. that much resonance, and we have genetics is an ongoing story. … With For the complete on the air at answered medical questions about Then, in-depth looks at subjects moved away from that. elective surgery, when you do inva- like plastic surgery or a new heart But there is a lot of competition sive things, you have to weigh the Q&A with Dr. Hensel, KNBC-TV in sex and drugs. I was offered a job Los Angeles at WNBC, but my parents had gene or autism, stories that are from different platforms with differ- risk-benefit ratio. Medicines cause go to TVWeek.com. since 1987. As moved here. I reluctantly got on interesting and important. We also ent information. People are pickier, deaths but save many lives. … the station’s medical, science and the plane, and my seatmate was do “scam busters,” an investigation they want precise information. … If you can do a story that health editor, he reports on a wide the president of KNBC. I told him where people are being ripped off. informs and results in change, range of issues that affect viewers, what was going on—that I really Also feature stories of interest to a TVWeek:What medical news has you’ve really done your job. … including the increase in autism, wanted to stay in Los Angeles— great many people. … the most impact on your audience? new treatments for diabetes and and he offered me a job. It was a Dr. Hensel: Our mission is to TVWeek:Who do you see as the the dangers of plastic surgery. serendipitous flight. TVWeek:What trends do you see empower people with enough competition for what you do? Board-certified in both internal in what viewers are interested in? information to get involved in their Dr. Hensel: I don’t see anybody and emergency medicine, he TVWeek: Any way you look at it, Dr. Hensel: About 90% of the own health and give it in a way that as competition. … If there were teaches medicine at UCLA and it must have been a big transition. trends tend to be in disease man- is usable in their own lives. … The more really informed medical does one shift a week in the emer- Dr. Hensel: Once I started agement. Aside from heart disease key is to distill information in a reporters out there, it’s all the bet- gency room at Community Hospi- doing broadcast medical news, the and cancer, there are also diabetes way people can use it as soon as ter for the public. ■ tal in San Dimas, Calif. He studied light bulb went off: It appealed to journalism at UCLA and Columbia my creative side and I wanted to University before attending med- help people and was a communi- ical school at Columbia University, cator. I do medicine because I love and undertook his internship and it, but my No. 1 job is KNBC. On residency training at Wadsworth average, I am on the 5 p.m. news Need information about health care? Veterans Administration Hospital every day, the 6 p.m. two to three and at UCLA. times a week, and the morning \Dr. Hensel spoke with Televi- show, “Today in L.A.,” three times a We’ve got you covered. sionWeek correspondent Hillary week during sweeps. I’m on the11 Atkin from Thailand, where he is p.m. once a week, with a highly researching a documentary he produced story. … plans to produce. The way we report news is The National Coalition on Health Care is the largest and most broadly extremely credible. One of the most representative alliance – with more than 70 national organizations – TelevisionWeek: How do you difficult things in doing medical balance being a doctor and being news is, if you don’t investigate who working on health care reform. We are rigorously non-partisan. an on-air broadcast journalist? funded the study, you’re not being Dr. Bruce Hensel: On the face it fair to the public. It’s unfortunate We have a wealth of information about health care: seems like they are two different there are so few physician-broad- careers, one taking care of people casters. Although many reporters and then the other producing and do a good job, they don’t have the ❖ Uninsurance ❖ Health care costs ❖ Quality of care ❖ Policy options disseminating information. It’s training. … Being at NBC keeps me been a matter of evolution. At the connected to the community, And we can identify leaders for you to interview from our members, beginning, it took me 17 hours to keeps me sharp and plays a role in get through one script. It becomes how the public and my peer group including large companies, unions, medical societies, patient easier. … If you take a look at medi- sees me as a practicing physician. It cine and journalism as pyramids, helps get me access to stories and advocacy groups, health insurers, pension funds, and religious the top tier is knowledge. I read 40 the heads-up on stories that many organizations. to 50 journals a month, which is others never hear about. … helpful for both my medical and journalism careers. … I’m very in TVWeek: How do you determine Think of us as a source of reliable information – tune with what’s going on in the which stories get on the air? community, and very connected to Dr. Hensel: If my news direc- and as a source of sources. [the Los Angeles County] Depart- tor, Bob Long, came to me and ment of Health Services. … asked me to fill 12 hours, I could fill it, because the fact is there’s so TVWeek: How did you get much out there. … I look to see if National Coalition on Health Care started? the story is interesting, local, is it Dr. Hensel: I grew up in New new, and then evaluate. I look at Please call (202) 638-7151 York and studied acting, writing, the wires every morning for or visit www.nchc.org and journalism before med school. reports released by government I had come out from New York to and consumer organizations. TW MAIN 03-24-08 A 44 TVWEEK 3/20/2008 4:08 PM Page 1

44 March 24, 2008 TELEVISIONWEEK NEWSPRO ‘HEALTHLINE’ HELPS BABY BOOMERS TAKE EXPERT ON THE CASE Dr. Kevin Soden hosts Retire- ment Living TV’s “Health- line” as well as new show CONTROL OF CARE “Whole Body Health.” we only have half the geriatricians I gear it to what the patient may need. turn to the Internet for information he said. “When I go out and speak to Providing Reliable that we need in America who can “It’s the same thing on TV,” he before consulting a doctor. “The Inter- groups, one of the things I’m asked is, Information Is Key deal with these complicated issues.” said. “What’s my demographic and net is like the best of times and the ‘When are you going to do more on Dr. Soden, a medical journalist for what do they want to know? How can worst of times,” he said. “I only recom- sex? How about dating?’” Aspect of RLTV Show more than two decades, has been a I give them news that they can use?” mend a few sites for people to go Alzheimer’s disease is another By Allison J.Waldman regular on NBC’s “Today” and syndi- Working on a startup channel is a through for credible information in major concern among seniors. “Brain Special to TelevisionWeek cated golf show “Par for the Course.” challenge. “It’s been two years now. digestible forms. Very frankly, I think power is a big topic, and people are In the digital age, many people, He was an established physician in RLTV is growing. We’re in 35 million people wait a little longer to go to the very worried about Alzheimer’s. They including seniors, turn to the Inter- Charlotte, N.C., when he answered an households. There are so many chan- doctor because they go to a WebMD. are concerned about dementia. … net for health care advice. Even more, ad. “The [local] CBS affiliate wanted nels out there, but I’ve never seen com. They have self-tests for people, We have more disposable income they look to television for medical somebody to do health stories. It was anything quite like this.” and I think we’re going to see more of than other generations, but how are counsel and to augment doctor visits. $100 a month to do two or three sto- With his background in science, those things. We may get even more we going to use that money?” That’s what Retirement Living TV’s ries a week. I got the job, and from Dr. Soden—and other doctors in jour- home diagnostics, where you can plug Interestingly, while other Ameri- program “Healthline” is all about. there I learned how to do it right.” nalism—can bring a unique angle to in numbers that you can generate cans are concerned about the eco- Aimed at the aging baby boomer He did it all for his segments: interviews. “I do, and I don’t mean that yourself and learn if you’d better be nomics of health care and how to generation, which is the largest seg- researching, writing and reporting. in an arrogant way, but I know from concerned about something, like afford medical coverage, Dr. Soden ment of the population in the U.S., He discovered what stories worked taking care of people, I’ve learned a lot metabolic syndrome or diabetes.” doesn’t see that as a worry among “Healthline” promotes the idea that and how to tell them. Within a couple of things. I know the kind of innova- The Retirement Living Web site, seniors. “I think in some ways they the healthier you are, the more likely of years, he moved to the NBC affili- tion that someone out there wants to www.rl.tv, is a good source for accu- think they’re protected because of you’ll be to enjoy life. It aims to equip ate in Charlotte, which led to “Today.” know,” he said. “Since I’m dealing with rate information, Dr. Soden said, and Medicare; they have the ability to pay viewers with the tools they need to “The same skills a good medical an audience that’s 55 and over, I have allows viewers to look up specific for most of the things they need now. take better control of their health care. journalist has are the same as a good to put myself in that age group: What episodes of the show. Is it ideal? No. But I think they are get- “Retirement Living TV is still a new physician who’s talking to his patient. do they want to know? How can I ask In the 150-plus episodes of ting most of the services they want.” network, and the mission of ‘Health- You know the old saying, ‘Keep it sim- the right questions and present some “Healthline” Dr. Soden has done, he’s Dr. Soden has a new show on line’ is geared to seniors,” said Dr. ple, stupid’—it’s the KISS principle,” very complicated subjects in a way covered a wide variety of subjects. RLTV, “Whole Body Health.” “It’s 30 Kevin Soden, who hosts the show. said Dr. Soden. they can understand?” The biggest response came from a segments on complementary or alter- “One of the things we know in medi- Simplicity starts with how to speak Dr. Soden relates to his viewers show about the most intimate of native medicine. I believe there is a cine is that you treat pediatrics differ- to viewers. “You don’t talk in medical- because he’s like them. “Most of us— human relations—sex. mind-body-spirit connection. Our ent than you treat teenagers than you ese. Give bits of information, so that like me, I’m 62—don’t feel our age He and producer Kathy Nelson generation of folks believes that as treat young adults than you treat folks people can digest it and think about it inside. Some days I feel like I’m in my believed a program about senior sex well, so we decided to do yoga, medi- who are older. Unfortunately, physi- and then deal with it. As I talk to 20s. Mentally, I feel like I can keep up would be popular. The network dis- tation, acupuncture, Chinese medi- cians haven’t done that over the years. patients, I think to myself, ‘OK, how with anybody.” agreed, but it was proved wrong. cine, Native American medicine, lots I think people are now realizing that can I relate to them on their level?’ … Many patients, including seniors, “It really resonated with people,” of different things.” ■

explains what a certain disease or condition is, a message board and our own original reporting.” One of the site’s most popular THE WORLD AT features is its message boards, where unlike other online forums where people comment on news stories, participants want to tell their own stories and gain from OUR FINGERTIPS others’ experiences. “It’s really taken on a life of its MSNBC.com Is Health Advocate for Users own and it’s been really amazing how we can galvanize a community By Hillary Atkin boards, health-related videos from who supports each other,” Ms. Som- Special to TelevisionWeek NBC programs including “Today” merfeld said. “People talk about the With the click of a mouse, con- and “Nightly News” and interactive challenges of raising their kids, treat- sumers can find all kinds of informa- features. There are microsites on cat- ing their colds and spanking. tion about health and medical issues egories including diet and nutrition, “It’s really cool how communities ranging from treatments for dia- women’s health, men’s health, chil- have formed around subjects like betes, heart disease and cancer to fit- dren and parenting, mental health, helping people improve their health. sible vaccine for cocaine addiction cancer diagnoses and treatment, ness, bioethics and sexuality. sexual health, aging, skin and beauty “We see our role as being an to a surgeon’s column on why cases skin and beauty and pregnancy. In The challenge for an online news and even pet health. The site also fea- advocate for our readers,” Ms. Som- of carpal tunnel syndrome are the health area, people take things site is to present that information in tures a health library with a wealth of merfeld said. “When there is break- plummeting. seriously, and it’s a good environ- a meaningful way for viewers, filter- information on subjects such as ing news, we follow up. Our mis- “I’m constantly striving to have a ment. When we want people to have ing often contradictory research colds and flu, arthritis, Alzheimer’s sion is to zig when everyone else mix of news with features and chang- a conversation, we direct it toward a findings through a journalistic filter disease, cloning and infectious dis- zags. Our enterprise stories focus ing it out a couple of times a day,” message board. A lot of people find and providing interactive tools that eases, and offers users the option of on the challenges and choices of said Ms. Sommerfeld. “We distin- the forums through individual sto- can help people navigate the com- receiving a daily health newsletter. being a consumer in the U.S. health guish ourselves from our competitors ries they’re interested in, and then plicated world of health care. Julia Sommerfeld is the senior care system.” by the richness of offerings we bring they can talk about a specific issue.” MSNBC.com’s health section health editor who directs coverage of A typical day’s health news can to these topics. While everyone has In addition this kind of reader encompasses breaking news stories, health and wellness news and leads a run the gamut from new research an Associated Press story, you’ll find engagement, the site provides useful features, columns written by health team of about 20 writers, contributors published in one of the major videos from ‘Today’ or ‘Nightly,’ a tools including a map of the United professionals, quizzes, message and producers. The overall mission: medical journals to word on a pos- quiz on risks, an ‘interactive’ that Continued on Page 49 TW MAIN 03-24-08 A 45 TVWEEK 3/20/2008 4:11 PM Page 1

TELEVISIONWEEK March 24, 2008 45

Q&A The third thing is that in order finally have an insight that allows for it to be transformational, it them to act on it. … We spend a lot has to be very real. It cannot be of time on the show not just giving abstract. I can’t speak generically you the information, but sharing about what happens during a with you ways to communicate heart attack. I have to show you a that information. Our goal is to MEDICINE GETS heart that’s died from an infarc- create an army. … Instead of just tion. I have to bring you a kidney getting the viewer to change, we that’s suffocated from no blood want to get them to be activists. flow. That works for people. TVWeek: Talk about health care PERSONAL TVWeek: Do you find that peo- policy, such as ideas that have been ple need to relate to the information proposed to help people afford ‘America’s Doctor’ making it fun, but taking away the on a personal level? health insurance. fear and making it a more joyful Dr. Oz: Absolutely. When you Dr. Oz: Sometimes they’re com- Tailors Information experience to know about your ask people why they change things pletely on target, sometimes body, you start to break down the in their life, you find that some- they’re not. Fifty percent of the to ‘Oprah’ Viewers walls, the barriers between people thing that was very dear to them … people without insurance in Amer- Dr. Mehmet Oz isn’t a wizard, learning what they need to learn. had a problem and they finally, Continued on Page 50 Dr. Mehmet Oz but to many TV viewers, his no- nonsense, clear answers to medical questions make him more valuable For the com- than a wizard. That’s how he plete Q&A with earned the title Dr. Oz, go to “America’s Doc- TVWeek.com. tor.” Dr. Oz is a regular contributor to “The Oprah Winfrey Show” and a mainstay on Discovery Health (which is being turned into OWN, or Oprah Win- frey Network). In addition to those media projects, bestselling books and a column in Esquire magazine, Dr. Oz is a physician attached to New York Presbyterian Hospital. He spoke with TelevisionWeek correspondent Allison J. Waldman about his role as “Oprah’s” main source of medical advice and shared his views on the state of health care journalism on TV.

Television Week: How did you become Oprah’s main medical expert? Dr. Mehmet Oz: I had a show called “Second Opinion” on the Discovery Health Channel; its premise was to create 13 hours of programming that covered the first couple of years of medical school. … I needed a big guest to launch the show, so I reached for the stars. Thanks to Gayle King, who is not only one of Oprah’s best friends, but one of mine, too, Ms. Winfrey came on as my first guest. When the show aired there was a big feature in People magazine, and … “Oprah’s” producers saw that and decided I should come on her show and do the same kind of lessons. It was a popular show. …

TVWeek: How do you tailor your medical messages to her audience? Dr. Oz: … Instinctively, when I felt that someone wasn’t getting my message, I would give more information, because in medicine that’s what we do. … That doesn’t work in television. In television, if people aren’t getting the message, it’s because you’re not appealing to the emotional side of the problem. So if I go over their risks of getting the flu and how you need to get the flu shot, then you don’t get it, I’m not going to give you more reasons to get a flu shot. I’ve got to get into an emotional discussion about what you are fearful of getting a flu shot. … Don’t browbeat them with information. No. 2 is that it’s got to be fun. People in medicine are so accus- tomed to giving sour and dour information, you know, “If you don’t do this, you will die.” … By TW MAIN 03-24-08 A 46 TVWEEK 3/20/2008 4:32 PM Page 1

46 March 24, 2008 TELEVISIONWEEK NEWSPRO ‘THE DOCTORS’:

LEARNING CURVE “The RESPONSIBILITY Doctors” executive producer Jay McGraw, the son of Dr. Phil McGraw, gained experience working on his father’s TO INFORM prime-time specials. ‘Dr. Phil’ Spin-Off Enlightens Viewers taining without being sensational- ist, and we want it to be fair and Using Real-Life Cases accurate. Certainly this is a broad- By Jarre Fees er scope than any of the others Special to TelevisionWeek [Ms. Wood also oversaw develop- Terry Wood, president of creative ment of “The Insider,” “Rachael affairs and development for CBS Ray” and “Dr. Phil”], but we’ve Television Distribution, says the used ‘Dr. Phil’ as a benchmark; he’s company’s new medical talk show is dealing with issues of mental “not so much journalism as personal health five days a week.” information in an entertaining for- The show will tape in Southern mat.” California, where alternative medi- But executive producer Jay cine is widely practiced and where McGraw and host Travis Stork, M.D., medical facilities such as UCLA and say they take their responsibility for Kaiser try to work with patients who the show very seriously. prefer Eastern or other alternative “The Doctors,” a weekday strip set forms of health care. Mr. McGraw said to launch this fall, will feature a team the show will try to highlight some of of medical professionals: an obstetri- those treatments where applicable. cian/gynecologist, a pediatrician, a “You know the expression, ‘Better plastic surgeon and a marriage and living through chemistry’? I think it’s family therapist. They’re joined by Dr. 2 OUT OF 5 DOCTORS ‘Better living through knowledge,’” Stork, who in addition to having been ER physician Dr. Travis he said. “There are non-medical “The Bachelor” during that reality Stork, formerly of “The treatments that can cure. Just show’s eighth season is a bona fide Bachelor,” and therapist because a pill is a cure for something Tara Fields, Ph.D., are emergency room doctor. have an opinion as to what’s effective have an amazing platform here, in a doesn’t mean it’s the only cure.” two of “The Doctors’” “It’s just a different way to and safe.” way that could change things, Mr. McGraw, who earned a law five hosts. approach health care,” Ms. Wood So do other experts in the field of change people’s lives, but only if we’re degree from Southern Methodist said. “More like a patient, which is women’s hormones, and many of acting responsibly.” University, added, “In law school this case happens to be the viewer.” in the area: He’s the son of “Dr. Phil” those experts don’t agree either. In “We are trying to see the viewer as they didn’t teach us everything Andrew Holtz, an independent star Phil McGraw, from which “The May 2003, a report issued in Balti- a patient and as a person,” Ms. Wood about the law. They taught us where health care journalist and author of Doctors” was spun off, and has been more at the annual meeting of the said. “It’s a way to bring the viewer to find information about the law, “The Medical Science of ‘House, executive producer or co-executive American Geriatrics Society stated closer to medicine in a very personal and that’s what we want. We want M.D.,’” said “The Doctors” is “a producer on seven of his father’s that “a lifetime of exposure to estro- way, like a daily personal visit with [a people to be able to go to their doc- hazardous area to wade into, prime-time specials on CBS. gen” might be “useful in preventing doctor who has] the medical infor- tors and talk about all of the possi- because people take these shows Although Mr. McGraw “chose doc- Alzheimer’s disease and other forms mation you’re looking for. It’s the one bilities for a cure.” very seriously. tors that really brought something to of dementia”; less than a month later, thing everyone can relate to, because Mr. Holtz noted that procedurals “They do need to be very careful,” the table, who … get along well as a the Journal of the American Medical let’s face it, everyone’s going to be a such as “ER” and “House” employ he said, “because it’s group,” according to Ms. Association stated that estrogen ther- patient at some point in life.” doctors as consultants, “but they also clear from a lot of Wood, there are some apy can “double the risk of The influence of shows such as consult public health officials on research on television signs of disagreement Alzheimer’s and dementia in post- “ER,” “Grey’s Anatomy” and other some issues. They want to know, viewing that people learn among the medical pro- menopausal women.” procedurals is well-documented. ‘How do we say it in such a way that from these shows. All fessionals even before the Nobody’s suggesting that birth According to the ScriptDoctor, Mr. it’s most responsible?’ TV is not an shows have a responsi- show makes its debut. control for young women is inter- Holtz’s column for Oncology Times, a individual in an exam room.” bility, knowing that view- That might make for changeable with hormone therapy CDC hotline in 2001 reported a huge Dr. Stork probably would agree ers will hear that infor- healthier and more inter- for women who are past their child- spike in calls, “more than 5,300 with that assessment, noting that he mation and act on it.” esting broadcasts, accord- bearing years, but there are no long- attempts, after a character in the plans, as far as his schedule allows, to “The Doctors” will air ing to Dr. Stork. term studies showing the safety of a soap opera ‘The Bold and the Beauti- continue working part-time at the midmorning in most “The Doctors” panel product designed to interrupt the ful’ displayed the hotline number as Colorado ER where he is currently TERRY WOOD areas of the country. “It’s members have been mak- menstrual cycle of a young woman part of an AIDS storyline.” employed. “It’s important to me to do CBS Television Distribution a medically based show. ing regular appearances for a year. “Medicine is an art, not a “Entertainment television seems that,” he said. “Doing TV doesn’t nec- It’s not a Q&A, it’s not a procedural— on “Dr. Phil” to promote their show. A science,” Dr. Stork said. “There’s no to be particularly suited to address- essarily keep you in touch with the those are what most medical shows question arose from a woman in the such thing as an absolute certainty, ing disparities in health knowledge average American. But any problem on TV are,” Mr. McGraw said. “It’s an audience recently as to whether a and we’ve agreed to disagree without and behavior,” Mr. Holtz wrote in America is dealing with, it’s eventual- entertainment show with real people, new birth control pill, which “stops being disagreeable.” Oncology Times. He told Television- ly going to come through the emer- showing real situations in an in- your period for a year,” would be safe. The producers of the show are Week, “Even if you give full disclosure, gency room doors.” depth way. We don’t want to have an The show’s resident OB/GYN, Dr. well aware of the impact “The Doc- in the real world, people do apply “The Doctors” is a production inconsumable amount of informa- Lisa Masterson, “thought it would tors” could have on viewers. that information.” of Stage 29 Productions and execu- tion, but we do want to make sure probably be OK,” said Dr. Stork, “and “If you break it down,” Mr. In mounting “The Doctors,” tive produced by Mr. McGraw, Car- people walk away better informed I thought ‘Well, wait a minute.’ I’m an McGraw said, “health is the single Ms. Wood said, “It’s the same stan- la Pennington and Dr. Phil than they came.” ER doctor, so I’m not going to be pre- biggest need in people’s lives. One of dard we try to follow for all our McGraw. Co-executive producer is Mr. McGraw has some experience scribing a lot of birth control, but I do the things we all looked at is that we shows. … We want to keep it enter- Andrew Scher. ■ TW MAIN 03-24-08 A 47 TVWEEK 3/20/2008 6:32 PM Page 1

TELEVISIONWEEK March 24, 2008 47 QUESTIONING AUTHORITY Journalists Must In January 2006, two months after a re-voiced VNR aired on Clearly Indicate KCBS-2 News in Los Angeles, Nancy Bauer Gonzales, news Sources of ‘News’ director of KCBS-TV and KCAL- By Jarre Fees TV in Los Angeles, released a Special to TelevisionWeek memo to employees that stated in Everybody does it. Whether part, “Every piece of video which they’re selling baby food or Botox, airs on our television stations … IN SEARCH vaccines or vacation spots, it’s com- must be closely scrutinized. This mon practice for newsrooms and means researching and asking marketers to get in bed together. In questions. If feed information is fact, they’ve already been in bed not clear, or if you have a ques- together for several years. It saves tion, make phone calls to deter- time for news editors and makes AWARENESS Diane mine the origin of the video.” OF ETHICAL life easier for everyone involved. Farsetta urges jour- But the Center for Media and The first problem for viewers is nalists to be “smart Democracy’s sourcewatch.org site they can’t always tell where the news news consumers.” notes the Writers Guild of America, ends and the commercial begins. East, which represents KCBS-2 and Socorro Serrano, Kaiser Perma- reason we’ve campaigned so hard KCAL-9 newswriters, issued a nente’s manager for media rela- for full disclosure. report last year, at a time when the GUIDELINES tions in Southern California, said “There are always products newswriters were working without the hospital does provide video being promoted,” she added, “and a contract, stating, “Three months Changing World Means Constant Adjustments news releases to television news sometimes those products have later, over 50 writers and producers By Debra Kaufman that face journalists include outlets, but adds that the hospital is already been questioned as to … were laid off, which placed new Special to TelevisionWeek guidelines for user-generated always identified. whether or not they’re effective.” strains on the newsroom’s capacity. The spotlight on ethics in the TV content, covering terrorist attacks, “If there are quintuplets born in This might hold particularly Staff now reports that VNRs and file newsroom has never been brighter. Amber Alerts and digital manipu- Baldwin Park and a cameraman true in the field of medical care, video of previously used VNRs are “There’s pressure on our industry,” lation of images and audio. can’t get there to film them,” she where new surgical devices and again appearing in their newscasts, said Stacey Woelfel, news director at Mr. Woelfel described some of said, “we will produce a package of powerful drugs are heavily market- though less frequently.” NBC affiliate KOMU-TV in Colum- the more contemporary ethical the quints with close-ups, and we ed and sometimes—generally after Ms. Farsetta noted journalists bia, Mo., and associate professor at challenges that journalists face. provide that to journalists. We have severe side effects or even deaths have to be “smart news consumers. the University of Mis- “[These amendments] a new hospital opening in Panora- occur with some patients—end up You have to look at multiple souri School of Journal- cover everything from ma City, and we’ll set up some being withdrawn from the market. sources and ask who might benefit ism. “News managers attributing video news interviews and produce a tape that Current FCC regulations state from this. Who’s contributing to the are asked to do things releases (VNRs) to we’ll provide to journalists. that no sponsorship identification is company that released it?” they haven’t been asked bomb threats at According to the Center for to do before, and they schools,” he said. “There’s a huge difference between Media and Democracy, which want to know, should I The most recent tracked 36 VNRs and their use by raise objections or is guideline, Mr. Woelfel promoting your product or service TV stations in a 10-month survey, there a safe path that said, is one on conflict and getting information out there. 69 stations aired at least one VNR meets the goals of my of interest, which is between June 2005 and March company?” still in the process of STACEY WOELFEL That’s one reason we’ve cam- 2006, “a significant number, given To answer those being approved. This KOMU-TV that CMD was only able to track a questions, Mr. Woelfel guideline was sparked paigned so hard for full disclosure.” small percentage of the VNRs puts on his other hat, as chair of the by a series of recent events: Diane Farsetta, senior researcher, Center for Media and Democracy streaming into newsrooms at that RTNDA’s Ethics Committee. MSNBC.com identifying 143 time.” And according to Nielsen Founded as the Radio-Television journalists who made political “But there’s always a little bug at required when material is furnished Media, those 69 stations broadcast News Directors Association in 1946 contributions from 2004 through the beginning or the end of the to the broadcast licensee “without to 52% of the U.S. population. to set standards for newsgathering the start of the 2008 campaign; B-roll that says ‘Courtesy of’ or charge or at a nominal charge.” The center also noted in its and reporting, the recently Los Angeles Mayor Antonio Vil- ‘Provided by Kaiser Permanente.’” In her seminal piece “The Epi- “Fake News” report that of the 87 renamed Association of Electronic laraigosa being romantically The second problem for view- demic” for the Columbia Journal- VNR broadcasts that were docu- Journalists has had a code of ethics linked with a Telemundo reporter ers? A lot of newsrooms take that ism Review, Trudy Lieberman, mented, not one station disclosed since the beginning. In the late who covered City Hall; and a little bug off. president of the Association of the sponsors behind the news 1980s, the organization’s founda- reporter at a Chicago NBC affili- The Center for Media and Health Care Journalists, document- package—although one Virginia tion began Tough Calls, an ethics ate spending personal time with Democracy, along with Free Press, ed numerous instances of unattrib- station did identify the PR firm, if program, and in 1999 it added the family of a missing woman last year filed three complaints with uted hospital VNRs airing as part of not the client, that produced the workshops in which journalists whose story she was covering. the Federal Communications Com- local news segments. video. Stations also added their face case studies involving ethical VNRs are a hot-button topic in mission over the airing of unattrib- But even though some reporters own “graphics and overlays” and dilemmas to improve their deci- today’s contemporary news uted VNRs by television stations. and news editors don’t like the idea in more than 60% of the broad- sion-making abilities. industry, said Mr. Woelfel. “Busi- The complaints followed earlier fil- of using VNRs, budget cuts have casts, “a station reporter or anchor The changing media landscape ness pressure is often the source ings with the FCC against broadcast taken a heavy toll on broadcast and re-voiced the VNR,” sometimes has demanded updates in the of this,” he said. “News managers stations and Comcast Cable. print media nationwide, and televi- without changing a word from the RTNDA Code of Ethics; revisions are asked to do something they Diane Farsetta, senior sion reporters, in health care as in original script. have been made in 2000 and 2002, haven’t been asked to do before. A researcher at the Center for Media other fields, are being pressed to In its public notice released in with another coverage guideline set lot of stations use VNR material to and Democracy and co-author deliver more content. April 2005 regarding the use of to join the list this year. “We watch fill space. The news director wants (with Daniel Price) of the special “I’ve had people who work in VNRs, the FCC noted “the danger the industry, what’s going on, and to know, ‘Should I use it? Should I report “Fake TV News: Widespread newsrooms tell me off the record that groups advocating ideas or turn out coverage guidelines,” Mr. not? How do I let people know and Undisclosed,” for the CMD that their editors will tell them to promoting candidates, rather Woelfel said. “We don’t amend it that I’m using it?’ A journalist can Web site, noted, “There’s a huge dif- use more VNRs,” Ms. Farsetta said. than consumer goods, might be very often, but we’ve probably aver- go to his superiors and say, ‘We ference between promoting your “[The editors are] saying, ‘You need particularly inclined to attempt aged a couple a year while I’ve been can’t air this,’ and use the RTNDA product or service and getting to do more, and these packages can to mask their sponsorship in on the committee.” Ethics Committee coverage guide- information out there. That’s one help you.’” Continued on Page 49 Some of the new ethical issues Continued on Page 49 TW MAIN 03-24-08 A 48 TVWEEK 3/20/2008 5:00 PM Page 1

48 March 24, 2008 TELEVISIONWEEK NEWSPRO GOOD TO GO Making the healthier choice an easier choice is one way to effect behavioral change, AMERICA’S experts say. DISEASE: OBESITY exercising less. easy ways to calculate BMI online Our Increasingly At the same time, public health rather than doing the math them- Overweight Nation officials have worked hard to reframe selves. But Mr. Holtz said that doesn’t the conversation so that obesity is get at the root of the issue, which Is Always a Story viewed not just as an individual con- often comes down to simply recog- Sacramento, Calif., who is moderat- “There’s a real focus on the By Hillary Atkin cern but as a societal problem that nizing the problem. “There is a lot of ing a panel on the obesity epidemic younger generation, and working Special to TelevisionWeek raises health care costs and increases evidence that overweight people at the AHCJ conference. with families and raising awareness,” It’s an enormous story, pardon the risk of long-term chronic disease. don’t think they are, and doctors are “I don’t think we could do said Ms. Weiss. “The government’s the pun, that has made huge head- Studies show there is a serious health very bad at telling their patients. They enough stories on obesity,” said Dr. doing it, and there is movement on lines in recent years. The number of consequence to obesity: A person weigh you, but don’t tell you about Bruce Hensel, a Los Angeles-area the national and state levels, but For more of this Americans consid- with too much fat is at higher risk for the consequences. It’s an opportunity emergency medical specialist who is communities are taking a grass-roots story, go to ered obese has high blood pressure, diabetes, heart for one-on-one education being the medical reporter for KNBC-TV. approach as well.” TVWeek.com. more than doubled disease, osteoarthritis and stroke. missed. For a journalist, it’s impor- “It is America’s disease, and that is so Yet the headlines are often about in the past 30 years, The dissemination of informa- tant to realize that many people think obvious when you go to other parts lazy, fat kids and individual diet from 15% of the population to nearly tion on obesity starts with its defi- it doesn’t affect them.” of the world. It’s among plans, without delving into the deep- 33% by some estimates, reaching nition. An obese individual is When journalists dig the most important sto- er issues. Video in a news story may epidemic proportions. In 1985, not a defined as someone with a body deeper into the numbers ries we can do.” show overweight children without single state in the U.S. had an obesity mass index (BMI) of 30 or greater. of people considered Medical and public showing a street corner in their rate of more than 14% of its popula- BMI is a ratio between height and obese, they find major health experts recognize neighborhood with multiple fast tion. By 2006, not a single state had a weight and serves as an indicator of socioeconomic, racial, that economics are cru- food restaurants and no full-service rate of less than 20%. body fat. A BMI of 25 to 30 is con- cultural and regional cial to understanding the grocery stores. Obesity currently costs the sidered overweight. aspects of the issue. “We epidemic, and they try to “What has been true with every American people about $78.5 billion “A lot of people are confused, and try to get perspective on get that message across, successful public health move- a year, according to a recent report it’s a bizarre formula, but it seems stories, and my goal is to with the goal of effecting ment, whether it’s drunk driving, by the Centers for Disease Control simple to the people doing it,” said give a bigger picture of positive change. Based tobacco, worker safety or pollution KELLY WEISS and Prevention. AHCJ board member Andrew Holtz, health disparities and upon government-issued law, is that it has always included Capitol Public Radio The shocking numbers have sent an independent health reporter. “It’s how culture and race dietary guidelines, they’ve major changes in public health pol- the media scrambling to cover myri- useful, and any story that mentions it influences health decisions. I like to worked with schools to improve the icy so the healthy choice becomes ad angles of an extremely complex needs to explain what it is and how to do stories in underserved and quality of school lunch menus, mak- an easier choice, rather than mak- health issue, starting with the big calculate it. It prompts some curiosi- minority communities that the ing sure children get balanced meals ing it a difficult choice,” said Harold question—how and why did this ty, but it means more to experts than mainstream public doesn’t hear,” with lots of fruits and vegetables and Goldstein, executive director of the happen—and the simple answer to individuals.” said Kelley Weiss, health care minimizing the amount of processed California Center for Public Health that people are eating more and For consumers, there are now reporter for Capitol Public Radio in foods and sugary soft drinks. Advocacy. ■

professionals are doing on the air. “I then based on that, reporters need to wouldn’t compare them. I think that decide what to effectively leave out those stations that have a reporter of the story and still tell it well.” that focuses on health and medicine There’s another session at the POTTER: STICK are doing a better job covering impor- conference that also talks about this tant issues in their local communities issue, “Lies, Damned Lies and Med- that you can’t do if you’re just operat- ical Statistics: How to Interpret the ing from press releases,” she said. Evidence,” which gives the “nuts- “There are a whole lot of stations and-bolts tools for interpreting clini- TO THE POINT that actually don’t have a health and cal trials and ideas for stories that medicine reporter, but they might take a critical look at medical A Journalism Expert Will Give Tips at AHCJ have an anchor who ‘fronts’ health research.” Specific arcane terminolo- By Allison J.Waldman what your story is about,” said Ms. stories, and that’s a different kettle of gy related to health coverage will be Special to TelevisionWeek Potter, who served as executive direc- fish. I think those stations do less broken down for journalists to What are the tools and tech- tor of RTNDF, the research and train- local, original coverage than stations understand and interpret effectively. niques that news professionals need ing arm of the Radio-Television News Deborah that have designated reporters who Television news reporters, in par- For more of this when they Directors Association, in 2003-04. Potter cover health, not necessarily exclu- ticular, face a challenge that print story, go to approach tackling “The session I’m doing at Health sively, but that’s certainly part of that journalists rarely do. The TV reporter the daunting, Journalism 2008 is about how ‘disease of the week.’ You know, ‘med- person’s job,” she said. has a limited amount of time to tell TVWeek.com. dynamic subject of reporters can write better stories ical breakthroughs.’ But people really Unlike other beats where jour- the story and make the point. Ms. health care? That’s the question on about health. I think all reporters care about health policy, although nalists have to dig for information, Potter suggests that TV newscasters the minds of reporters and writers on who work on complicated subjects they wouldn’t say it that way,” said often a health care field is overflow- use hidden minutes in the broadcast the health beat, and at the Health face the problem of trying to tell sto- Ms. Potter. “One of the huge stories is ing with data, reports and studies on to clarify their storytelling. Journalism 2008 conference in Wash- ries in an interesting way that is also the whole question of insurance— an issue. For a story about diabetes, “There is a lot of time in a news- ington, answers will be provided in a understandable and accurate. It’s managed care, do we have a univer- for example, a Google search leads cast that is not the reporter’s story, session led by Deborah Potter, execu- always a balancing act.” sal coverage system, what does that to 120 million items. That’s a but it can be related to the tive director of Newslab, an online Television reporters covering the mean? Those are enormously impor- tremendous amount of information, reporter’s story. That’s why I really resource center for television and health beat are becoming more inte- tant stories, and a lot of health care which can be daunting. encourage reporters to think about radio newsrooms focused on gral to broadcasts as the issue of journalists don’t see them as medical “Reporters have a tendency to the anchor lead as the first part of improving journalism. health rises in importance to the news, but in fact that’s what matters collect a lot of information and then their story. That’s a very useful As an expert in the field, Ms. Pot- public. Viewers are demanding to most people.” try to put it all in the same story,” place to put important informa- ter said the first and perhaps the more information about real condi- Michael Moore’s 2007 documen- said Ms. Potter. “The story can tion,” said Ms. Potter. She tells most critical element a reporter must tions and fewer wonder-drug tary “Sicko” was all about the health become unintelligible to the viewers, reporters to use the anchor lead to bring to a story is focus. “You have to announcements. care system in America. But Ms. Pot- and not every story can tell every- establish the premise for the story, have a clear focus for the story, which “One of the problems with health ter does not see a connection thing about any given issue. A story which they can then deliver in the means that you need to know exactly coverage is that it attempts to be the between that film and what TV news needs to have a very clear point, and 60 or 90 seconds given. ■ TW MAIN 03-24-08 A 49 TVWEEK 3/20/2008 6:34 PM Page 1

TELEVISIONWEEK March 24, 2008 49

the FCC require all sponsored video packages to show continuous, SPONSORS frame-by-frame identification of ONLINE Continued from Page 47 the source, as well as requiring ver- Continued from Page 44 order to increase the apparent bal identification of that source States where people can find infor- credibility of their messages.” either at the beginning or end of the mation about laws that vary from Further complicating the issue footage. state to state regarding health care. HOW THEY of sponsorship identification is the The FCC has yet to mandate There’s also a baby due-date calcu- FCC’s mandate that “for political or that change, but a statement by lator and tools to assess risk for controversial programming that is Commissioner Jonathan Adelstein heart disease and what steps can five minutes or less in duration, included as part of the FCC’s 2005 be taken to prevent it. only one announcement must be public notice reads in part, “It’s Surprisingly, the biggest made, at the beginning or the end high time for the FCC to remind health-related online story of of the material.” Since many VNRs broadcasters and others subject to 2007 was the tainted pet food RATE are designed to fill only a brief news our sponsorship identification scandal, according to Ms. Som- segment, many of them would run rules that they have a legal obliga- merfeld. This year, trends point to under five minutes anyway. tion to let their viewers know when the failures of government safety Value of Quality Rankings Questioned And what constitutes a contro- they run stories from someone nets for drugs and food as being By Hillary Atkin versial issue? Pain medication for else. People have a legal right to of the greatest interest. Already in Special to TelevisionWeek arthritis and hormone replacement know the real source when they see 2008, news stories about tainted How does the viewing public therapy might be considered stan- something on TV that is disguised Heparin and downer cows enter- know what makes a good doctor, dard medical practice by some doc- as ‘news.’ We are already seeing ing the nation’s meat supply have a good hospital or a quality tors, while others, citing the risk of public confidence in the news galvanized readers. health care plan? serious side effects for long-term dropping quickly, and this step “People are getting outraged A lot of the information comes use of painkillers or HRT, try to steer should help restore confidence.” and asking, how do I protect from rankings published in con- QUALITY The NCQA their patients toward more natural In these days of product place- myself if government agencies sumer magazines and picked up in Web site aims to or alternative therapies. And ment, no one really thinks the are not doing their jobs,” she other media, such as US News & boost accountability. because so many VNRs are pro- sponsorship packages are going to said. “Those are really difficult World Report’s annual ranking of duced by corporations or manufac- go away. “It’s the way newsroom stories, and it’s hard to advise America’s best health plans. health plans,” said Richard Sorian, turers, very few are going to present budgets are structured now,” Ms. them. In today’s health care But some health care profes- NCQA’s VP for public policy. “The more than one point of view. Farsetta said, “and VNRs are an world, doctors and insurance sionals and journalists question media, by its nature, is attracted to “There are some VNRs where integral part of that.” companies are not our advocate. whether some ratings are simply controversy. Too often, that means the person is being presented as an The FCC has proposed fines We see our role as patient advo- popularity contests or marketing coverage focuses on disputes over expert,” Ms. Farsetta said, “but totaling $20,000 for cable giant cates asking questions to help and advertising tools for the physi- how to measure performance in- what does that even entail?” Comcast for five VNRs that were empower themselves and their cians, hospitals and insurance stead of the value of measurement The Center for Media and aired by its cable channel CN8. families and navigate all of these companies that get high ratings. and the need for improvement.” Democracy has recommended that Comcast has appealed. ■ challenges.” ■ “It’s kind of a Wild West out The organization looks first at there and almost impossible for clinical quality, building measures of consumers to determine what is performance that ask whether reliable information,” said Andrew patients get the right care at the right existing guidelines clearly rule out perhaps someone not quite so dis- Holtz, a veteran health reporter. time. It reviews medical research hospital sponsorship of health care cerning might think it is. That’s how “Medicine is old-fashioned. It regularly to see where there’s con- ETHICS news. they wrote their commercial and works the way most industries sensus about what makes for effec- Continued from Page 47 In 2002, the Code of Ethics inte- that’s what they paid for. Profit is worked 100 years ago, based on tive and efficient care. It asks con- lines to back him up. Some man- grated another update. “They estab- such a big deal for stations, some- personal relationships rather than sumers for their opinions about the ager may not care, however, lished voluntary guidelines for bal- times that’s a priority.” objective measures. It’s not like the quality of the care and service they whether or not they follow RTNDA ancing business pressures and If viewers believe the news con- auto industry, where quantified test receive. And finally, it examines the Ethics Committee guidelines.” journalism values,” said AHJC Presi- tent is for sale, the station loses results are available.” structure of HMOs and PPOs to be Therein lies the rub. “Some- dent Trudy Lieberman, a professor credibility, critics say. “I’ve urged sure that they are protecting con- times there is this subtle or not so at the CUNY Graduate School of AHCJ to take action with RTNDA,” No Standard sumers’ rights in making decisions subtle pressure to not say any- Journalism. “One RTNDA standard said former CNN reporter Gary With no consistent standard of about what to cover and who they thing bad about certain pieces or says advertisers should have no Schwitzer, director of the health measurement to determine the cri- allow to deliver care. go easy on them because they buy influence over news content. Yet in journalism master’s program at the teria for the highest scores, it seems “There needs to be more infor- a lot of ad time,” said a health care many of these TV partnerships, hos- University of Minnesota’s School of as if each organization or publica- mation about the choices patients journalist who requested pital PR people decide the story and Journalism and Mass Communica- tion has its own set of data and met- can make about their care,” Mr. anonymity. “That happens. I think may even write or edit the script.” tions. “I have my students review rics. That concerns Trudy Lieber- Sorian said. “For example, a after you discuss how you’re going Ms. Lieberman, citing the the RTNDA Code of Ethics. The man, president of the Association of woman with breast cancer has to couch the piece, [management] guideline that a news operation’s code is a very good document and Health Care Journalists and a pro- many options available to her, but is always worried it’ll be much addresses quite clearly this practice fessor at CUNY Graduate School of may only have information about a worse than they think it’s going to “Our role is to of hospital deals and says that it is Journalism, who was instrumental few of them. Patients are being be. You always try to be fair. Do I not a good thing. If these things are in developing ratings for Consumer asked to make choices—often life- discuss it in terms of ethics? That educate and to have any meaning at all, you Reports in the early 1990s. or-death choices—about their care word isn’t brought up. I say, ‘Here’s inform our mem- have to adhere to them.” “We want to take a step back without the information needed. how I’m going to do the piece’ and RTNDA Ethics Committee chair and see if they’ve helped improve The media can help fill that gap.” outline the structure. There’s a bers and their Mr. Woelfel answered his fellow the marketplace or gotten in the With doctors, it’s common deep breath and we go on.” journalists’ criticisms with his own way of policy discussions,” said knowledge that some people stick The biggest issue that is bring- employers and question. “What do they propose Ms. Lieberman, who is moderating with a doctor because he or she is ing journalists into conflict with TV inspire them to do we do?” he said. “We don’t have an AHCJ conference panel on the “nice.” On another AHCJ panel, par- station management is the deals enforcement power when it comes validity of ratings for health plans, ticipants will look at the elements of some stations are making with local it a better way.” to these issues. Our role is to edu- hospitals and doctors. “The theory what makes a good doctor and how hospitals for exclusive sponsorship Stacey Woelfel, RTNDA Ethics Committee chair cate and inform our members and behind it is that the best would rise to translate that information to the of a medical segment. “The hospital their employers and inspire them to the top, and the ones who didn’t public. Some of the factors include provides a story with a ribbon online site must clearly separate to do it a better way.” would wither away. This is proba- good office hours and getting pre- wrapped around it,” said independ- commercial and editorial content, Mr. Woelfel mentioned Glen bly one of the first times we’ve scriptions quickly, but what’s harder ent health care journalist Andrew noted that one station in South Mabie, the news director at WEAU- examined this. There’s a fair to determine is if the doctor is mak- Holtz, who writes the online Holtz Carolina featured one of its for- TV in Eau Claire, Wis., who resigned amount of academic literature, but ing the right diagnoses and provid- Report. “If it’s hay fever season, they mer reporters having her heart over the station’s plan to form an this is one of the first attempts to ing a standard level of care. provide an immunology expert who disease risk assessed by a local exclusive coverage deal with a local look at it for journalists.” “When doctors are highly rated, can give tips on dealing with hay hospital. “The story blended so hospital. “RTNDA is trying to draw One of the ratings organizations it is often who is most involved in fever. They find the patient. They do smoothly on the site with the hos- attention to this, and we continue for consumer health insurance professional associations and has all the work. All the station has to do pital’s ads, it was difficult to tell to focus on [this topic] in what I plans is the National Committee for published the most papers, and not is show up and tape it. the difference,” she said. think is a constructive way,” he said. Quality Assurance, a nonprofit directly related to who is most likely “A lot of it is just that the station Another health care journalist “I know there are journalists whose mission is “improving the to give you the most quality care,” is under pressure to crank out more who declined to be identified who determine what they do based quality of health care through said Mr. Holtz. “The head of the local stories with less investment and reported that one of his station’s on the Code of Ethics,” Mr. Woelfel measurement and accountability chapter of a professional association therefore falling prey to these easy advertisers, a hospital, has a com- said. “But we can’t call for any sort through all levels of the system.” is going to rank higher because stories,” he added. mercial in which it appears that a of government law that prohibits “Consumers desperately want they’re better known, but that does Although the conflict-of-interest reporter is interviewing a doctor. “I this sort of sponsorship deal, and deserve information about the not mean they’re up to date with the guidelines haven’t yet been pub- see it as distinct enough so that I because we fight against govern- quality of doctors, hospitals and standards of medical practice.” ■ lished, some journalists believe the know it’s not for real,” he said. “But ment regulation of any media.” ■ TW MAIN 03-24-08 A 50 TVWEEK 3/20/2008 4:45 PM Page 1

50 March 24, 2008 TELEVISIONWEEK NEWSPRO

PAPARAZZI NOT WEL- COME Britney Spears’ stay at UCLA Medical Center’s psychiatric hos- CONFIDENTIALITY pital raised the issue of CONFRONTATIONS patient confidentiality. Privacy Regulations Set Hospitals, Journalists at Odds

Editor’s note: The Association of damage to the relationship [with the the inadvertent release of patient / Splash News Ciao Hollywood Health Care Journalists has been hospital] and the access to patients information. examining hospitals’ practice of [the] news organization currently Bangor Daily News health requiring journalists to sign confiden- enjoys with Eastern Maine Medical reporter Meg Haskell did not sign the tiality agreements, a trend that has Center,” reads the statement. Eastern Maine Medical Center confi- been increasing since the patient pri- The Bangor Daily News and three dentiality agreement. “Of course, we vacy rules in the Health Insurance Maine television stations have all understand the issue of patient Portability and Accountability Act of refused to sign the agreement. As a confidentiality, but we question sign- 1996 took effect. The AHCJ has been result, none of them are allowed into ing an agreement we don’t complete- preparing a policy statement on the the hospital to report news. They still ly understand,” she said. She notes nati Children’s Hospital Medical Cen- tals feel like they are under the gun,” issue, which it is expected to issue can communicate with hospital per- the hospital statement asks the ter asks the media who go into any he said. “Every hospital is reacting to soon. The following story on the sub- sonnel by telephone. media to follow all Joint Commission patient care areas to sign a confiden- its own experience.” ject is reprinted from the association’s Eastern Maine is one of a growing confidentiality policies but does not tiality statement. Its statement reads: Some of the concerns arise when fall 2007 issue of HealthBeat. number of hospitals across the coun- spell out what they are. “In the course of my observation at celebrities are in the hospital and try asking reporters to sign confiden- Eastern Maine public relations CCHMC, I may see, overhear, access reporters “stake out” the facility to By Phil Galewitz tiality statements. officials, some of whom are former or temporarily possess PHI (protect- learn any details, Wade said. Special to TelevisionWeek The hospitals say they are follow- journalists, acknowledge the confi- ed health information) of a patient. I Of course, the media are not the Eastern Maine Medical Center ing guidelines set up [in 2007] by the dentiality statement puts media in an understand that such PHI must be only ones snooping around when a this fall began asking reporters com- Joint Commission (formerly the Joint awkward spot. For instance, a maintained in the strictest confi- celebrity visits a hospital. ing to the hospital to sign a patient Commission on the Accreditation of reporter who is in the hospital for dence. As a condition of my observa- In October, more than two dozen confidentiality statement. The Health Care Organizations). Com- treatment is not required to sign the tion or visit, I hereby agree that I will staffers at a New Jersey hospital were agreement bars journalists from dis- mission spokesman Ken Powers said statement and thus is free to contact not at any time during or after my suspended for four weeks after closing information they discover at the organization’s guidelines are the media on anything he or she sees observation at CCHMC use, disclose allegedly peeking at actor George the facility that the hospital deems meant to further protect the public’s at the hospital. But if the reporter or give PHI to any person whatsoever Clooney’s confidential medical infor- “not related to the story.” privacy while in the hospital. He said were on duty at the hospital, he or for any purpose. I understand that a mation after he was hurt in a motor- This means that if a reporter it is up to the individual hospital to she would not be allowed to disclose violation of this agreement may cycle accident. Clooney was treated goes to the hospital to check out the decide how to implement the policy. patient information to the media. result in civil and/or criminal penal- at Palisades Medical Center in North latest CT scan or MRI and notices Hospitals and the press have “This new program is not with- ties under federal and state law.” Bergen, N.J. ■ the governor or another celebrity always had a challenging relation- out its headaches,” one hospital Rick Wade, spokesman for the Phil Galewitz is editor of the Asso- being wheeled in on a stretcher, the ship, and the privacy rules in HIPAA official said. American Hospital Association, said ciation of Health Care Journalists’ journalist would be prohibited from (the Health Insurance Portability and Eastern Maine and local media he is not surprised some hospitals quarterly newsletter HealthBeat, a reporting it. Accountability Act of 1996) further are planning to meet to discuss the are asking reporters to sign confiden- member of AHCJ’s board of directors The penalty? strained communications as hospi- issue. tiality statements. “HIPAA has and a health writer for the Palm “Failure to do so may result in tals have grown more fearful about According to its Web site, Cincin- changed the world, and some hospi- Beach Post.

changed. Government-sponsored TVWeek: Do you believe America TVWeek: It seems that the TV net- health care, like Medicare-for-all, is DR. OZ needs a better health care policy? works have made a concerted effort to ‘SICKO’ now on the forefront of the public’s Dr. Oz: Oh yes, of course. We have improve the quality of the health care Continued from Page 39 mind. What ‘Sicko’ taught America is Continued from Page 45 a terrible health care policy. … I think reporting on the nightly news. in a while there is a story about a that health insurance is not health ica make the economic decision not there are things we can do that are Dr. Oz: Absolutely, and I think patient denied essential care due to care. Coverage is not care, because to buy it. They can afford it. They’re fairly simple that would have a huge they have also done a lot of stuff an insurance company denying cov- the holes in the coverage are large making incomes that are reasonable, impact. Some of them are not easy to on the Web. A lot of time goes into erage (as in former Sen. John enough to slip through and die.” but for a variety of reasons, they roll do from the perspective of the aver- these reports; they’re short, but Edwards’ campaign), but not any “Why Canada and every other civ- the dice and don’t get the insurance age consumer, but we’re going to they’re deep in scope. The fact that more than before ‘Sicko’ appeared.” ilized country on this planet has been they probably should have. Fifty per- have to do them. the networks are investing that John Pollock, author of “Tilted able to figure this out and we haven’t cent of people don’t have a choice. No. 1, everybody has to be in the kind of effort into making informa- Mirrors: Media Alignment With Politi- is a disgrace,” Mr. Moore said. “I know There are some people who are really system. We can no longer allow peo- tion available to Americans reflects cal and Social Change,” thinks TV we’re better than that as Americans.… in trouble, but many actually have ple to walk around without insur- back to the fact that we have a news began seriously targeting health “We wouldn’t think of not having a the opportunity to get it. ance. That means you have to make population that’s a little bit older care issues before “Sicko.” He points nationwide education system, we I would ask them, is what they it affordable for them, but also and much more willing to think to Magic Johnson’s 1991 announce- wouldn’t think of not having an inter- are giving up financially worthwhile. mandatory…. No. 2, we have to about health issues than even 20 ment that he was HIV-positive as the state highway system. The fact that we People who smoke say they can’t change the tax laws so it’s fair for years ago. turning point for media and public don’t have it for health care, I swear to afford nicotine patches to stop everybody. Right now people who opinion alike. That “was the Pandora’s God, 100 years from now we’re going smoking, but cigarettes cost more don’t work for large companies TVWeek: Do you have any pet box that generated the changes that to look pretty silly when they write the than nicotine patches. They priced don’t have access to the same price peeves about the way TV is approach- led to the daily cable and network tel- history of this era, in a time of extreme them that way on purpose. You can’t of insurance that I have, for exam- ing health care? evision reports of health icons such as wealth and knowledge, that the richest make that argument, but people still ple, at the university. We can do that Dr. Oz: Yes, I think we too often CNN’s Dr. Sanjay Gupta.” country on earth couldn’t find it with- make it. You have to call people on with vouchers, we can do it with a assume that we have to have head- Rose Ann DeMoro, executive in themselves to do this.” the carpet. chit from the government, to have a line news. Sometimes a topic director, California Nurses Associa- Mr. Moore said, “I’m optimistic However, there are many times certain amount of money each year doesn’t have a headline to it, but tion, said the film has resulted in a and I’ve been buoyed by the change when … if something is not essential, for your health care plus cata- given 30 seconds I could get you movement for change, reinforced by in covering this issue and the report- you [should] not get it. For example, strophic insurance, which you can interested in it. … Heath Ledger’s network news’ health care coverage. ing. The reporting needs to continue CT angiograms, which are rapid CT use as you wish. death is a good example. … If you’re “There’s never been a movement like and journalists need to really explain scans to look at your heart arteries. There are good ideas, but they’re on six medications, you have a 94% this: the ‘Sicko’ movement. In the fight how single-payer works. It’s not just a When Oprah had hers on the show, I going to cost money. At the end of the chance of having a drug interaction. for Medicare-for-all, the latest term; explain it. What it really means spoke very clearly about the fact that day they’re not going to be more Now that’s not a headline issue, but December Yahoo/AP Poll showed that when you put it in everyday language there are some people who would expensive than what we’re spending it was because he died. That’s the 65% of all Americans support expand- for people, it’s such common sense. really benefit from this. However, it now. And eventually we’ll get more kind of insight that catches your ing Medicare to all patients,” she said. It’s as simple as saying there should be absolutely should not be thought of for our money. The big question is attention if you give me a few sec- “What ‘Sicko’ exposed is that the two handles on the faucet, one should as a basic screening test. … Not just not are we spending too much, it’s onds to explain it to you. I think we U.S. national health care policy itself say hot and the other should say cold. because of the cost, but also because are we getting our money’s worth? don’t give the public enough credit is sick. … Since ‘Sicko,’ the debate has That makes great sense.” ■ of the risk of radiation. … The answer to the latter is no. to pay attention. ■ Project4 3/19/08 1:46 PM Page 1

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