Marketing Our Profession

The 2022 GP: our profession, our patients, our future.

For the last decade or two general practice, indeed medicine in general, has been manufacturing ‘tools’ as if a 21st century industrial revolution was under way. Am I alone in my distaste and negative reactions, feeling that in most cases the word ‘tool’ is now used in a most ignorant and inappropriate way? Most patients know exactly what tools are, and use them to good effect in the real world...

Our Profession Needs a Reminder

Embracing diversity in our profession.

353 This is a reflective article that carries the discussion of cultural diversity from more typically considered arenas of clinical practice and education to a less-considered context: the occupational therapy community. The occupational therapy literature offers fine work that targets constructs related to diversity (American Occupational Therapy Association [AOTA], 1995, 1996; Black, 2002; C...

Climate change: time to redefine our profession.

As the December Copenhagen Summit on climate change ended, the chief negotiator for the 130 ‘G77’ lowerincome countries said that the final document was ‘asking Africa to sign a suicide pact’. Greenpeace said: ‘The city of Copenhagen is a crime scene tonight, and the guilty men and women are fleeing to the airport’. US President Barack Obama explained that he couldn’t stay for the final vote be...

Smart marketing may improve public understanding of the anesthesia profession

BACKGROUND A 2005 survey led by the Israeli Society of Anesthesiologists (ISA) found that large parts of the Israeli public are not familiar with the profession of anesthesia. The ISA has subsequently been conducting a public campaign for several years with the aim to enhance community knowledge regarding the anesthesiologists' training and their critical role in the perioperative period. OBJ...