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Harvey Freishtat Esq. and Jessica McCannon MD 

G tti M H lthi A Ph i i ’ Pl b kGetting Men Healthier – A Physician’s PlaybookMassachusetts Medical Society’s 

11th Annual Men’s Health SymposiumJune 12, 2013

Aims

• Understand aim of The Conversation Project • Introduce tools available • Share some stories • Develop action plan

Introd ce Con ersation Read campaign• Introduce Conversation Ready campaign

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• A public engagement campaign, whose goal is to ensure that everyone’s wishes for end of life care are expressedand respected.

• A collaboration with the Institute for Healthcare Improvement (IHI), led by Pulitzer Prize winning author, Ellen Goodman.

• A personal, story-based initiative.

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Program Elements

YouTube

SearchFacebook

Traditional Media Outreach

Twitter

Influencer Outreach

(online & traditional)

Stories Like MineReal Stories in the Media

Celebrity Engagement

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What is The Conversation Project?

• National media campaign • Uses social and traditional media

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Uses social and traditional media• Website and tools to help people get started• Working with employers, faith-based groups, large

communities• Change culture around end-of-life conversations in

America (and beyond)America (and beyond)

Our Goal6

The goal of The Conversation Project is to ensure that everyone’s end-of-life wishes are expressed y pand respected.

www.theconversationproject.org

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Our Tools

• Conversation Starter Kit• How to talk to your Doctor guide

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• How to talk to your Doctor guide• Conversation Group Coaches guide

New! New!

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I want mine to be…

•“I want to say goodbye to everyone I love, have one last look at the ocean, listen to some 90’s music, and go.” g

•“A tingling sensation of sadness combined with gratitude and overflowing love for what I leave behind.”

•“Paced (and with enough space and comfort so that I can make it a ‘quality chapter’ in my life.) I want time and help to finish things.”

•“Without suffering and without reproach ” • Without suffering and without reproach.

•“Peaceful, pain-free, with nothing left unsaid.”

•“In the hospital, with excellent nursing care.”

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Have YOU had the conversation???

“Setting the table”

• Introductions• How it works

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• How it works• Ground rules

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Stories15

The Starter Kit: Get Ready16

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The Starter Kit: Get Set17

The Starter Kit: Go18

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The Starter Kit: Keep Going

Once is not enough

P ti t ’ f f lif t i i t t t t blPatients’ preferences for life sustaining treatments unstable.

In a study of 1-year stability of preferences among 265 patients with advanced chronic organ failure: -Assessments q4months-Changes in 38.3% of patients during follow-up period-Related to change in health status, mobility, anxiety/depression, marital status.

Janssen DJA, et al. Chest 2012 May;141(5):1251-9.

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Setting the scene

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Setting the scene

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Majesko A et al. Critical Care Medicine 2012; 40: 2281-2286.

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Setting the scene

No prior discussion with patient: OR 3.7 95% CI (1.79-7.76), p<0.001

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Majesko A et al. Critical Care Medicine 2012; 40: 2281-2286.

Conversation Ready Campaign

• IHI is working with leading health care organizations in the US and internationally to ensure the health care delivery system is prepared to receive and respect patients’ wishes.

• Pioneers are collaborating with IHI to design and implement the “Conversation Ready” program.

• Pledge to be “Conversation Ready” by September 2013.

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• Beth Israel Deaconess Medical Center (Massachusetts)• Care New England Health System (Rhode Island)

C C R i l M di l C (C lif i )

Conversation Ready: Pioneers

• Contra Costa Regional Medical Center (California) • Gundersen Lutheran Health System (Wisconsin)• Henry Ford Hospital (Michigan)• Mercy Health (Ohio)• North Shore Long Island Jewish Health System (New York) • St. Charles Health System (Oregon) [sponsored by the Cambia

Health Foundation]Health Foundation]• Virginia Mason Medical Center (Washington)• UPMC (Pennsylvania)

If you remember nothing else…

• Have the conversation. • Have it again. • Share the Starter Kit with your family and loved ones. • Test it with patients (and tell us how to make it better)• Share your stories on our website.

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The Conversation Project’s Impact to Date

Since launch in August 2012…

•More than 50,000 unique visitors to its website•Nearly 20,000 downloads of Conversation Starter Kit•Coverage in 60 print and media articles•Hundreds of story submissions

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