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Redirecting the consumer information program
LETTERS TO THE EDITOR REDIRECTINGTHE CONSUMER INFORMATIONPROGRAM
are not at the top of the economic listing in most practices today. What has happened to the oral surgeon who performs simple extractions, removal of cysts, fixation of fractured jaws, repair of facial lacerations intraand extra-orally? What about the examination of the oral cavity for lesions, both benign and malignant? There are very few oral surgical procedures deemed necessary to be performed in the hospital environment. Obviously, I do not have to mention the reason why these procedures are performed in the hospital. The fact is that the only reason a patient should be brought into the hospital for multiple extractions or impacted teeth, other than medical reasons, is the lack of proper training in outpatient surgery and anesthesia, causing insecurity on the part of the individual oral surgeon. Of course, making a particular set of impacted teeth “the most difficult case I have ever seen” may justify the fee charged by some of our colleagues. We are spending a considerable amount of our dues, as a mandatory assestment per fellow. I am aware that “new” messages are going to address some of the above topics. I feel that pain/anxiety control is particularly significant. I particularly hope that this term can be translated so that the average person can understand what we are supposed to be saying. None of my acquaintances, professional or otherwise, have ever mentioned seeing any of our Consumer Information Programs. Considering the fact that I practice in one of the largest metropolitan regions in the country, I must consider that one reason may be wrong wording of “messages.” I would like a poll of our members taken to see how many of our practices have benefited during the past year of this program. I am not averse to the idea, but I certainly feel that the direction has been wrong. The committee and advertising agency putting these ads together should get down to grass roots so that everyone can understand the message that is being sent. It is my strong feeling that the only ones who are benefiting at the present time are the magazines and the advertising agency handling this for our society. I think it is immediate time to evaluate the program and the manner in which it is presented.
To the Editor:-1 have read many comments from our members pertaining to the consumer information program, some negative and some positive, but most of which did not address the real issue as I understood it to be. It was my belief that the purpose of the program was to educate our lay patients to what AAOMS is and what the members do. The ads appear in magazines widely read by middle America. The direction of the ads is good. However, I disagree with their content and the way in which they are presented. It is very nice to inform the public what oral and maxillofacial surgery is. It has been my experience that the oral surgery that most of us do, the “bread-and-butter” aspect of our practice, has been missed completely. Poll our patients and see how many of them know what an impacted tooth is! Our medical colleagues and insurance companies have been pounding the pavement stressing outpatient surgery at considerable savings. Oral surgeons are aware that once a patient enters the hospital for any procedure, savings will not occur. Where have we as oral surgeons been? Have we not been performing these same outpatient surgical services for our patients for decades and, may I add, safely? This particular aspect is one of the many issues in the Consumer Information Program that has not been mentioned and addressed. When an incident of morbidity occurs the press will jump on it very rapidly. This has been the case very recently in the area where I practice. Needless to say, to state that a few of our oral surgical patients were upset would be a gross understatement. Obviously, informing the average patient that we practice “pain/anxiety control” in those terms is meaningless. It is my strong feeling that the practice building of most of our offices is good safe outpatient general anesthesia. I feel that the emphasis on safety for office anesthesia in ambulatory patients should be stressed. The explanation of many sophisticated types of surgery that most of us perform well is above the thinking of the average lay person. The sophisticated procedures of mandibular and maxillary resections are very interesting, useful functions and procedures. It is nice to let the public know that oral surgeons do indeed perform these procedures. They
JEROME FRIEDMAN 8957 Roosevelt Boulevard Philadelphia, Pennsylvania 19152
195
are not at the top of the economic listing in most practices today. What has happened to the oral surgeon who performs simple extractions, removal of cysts, fixation of fractured jaws, repair of facial lacerations intraand extra-orally? What about the examination of the oral cavity for lesions, both benign and malignant? There are very few oral surgical procedures deemed necessary to be performed in the hospital environment. Obviously, I do not have to mention the reason why these procedures are performed in the hospital. The fact is that the only reason a patient should be brought into the hospital for multiple extractions or impacted teeth, other than medical reasons, is the lack of proper training in outpatient surgery and anesthesia, causing insecurity on the part of the individual oral surgeon. Of course, making a particular set of impacted teeth “the most difficult case I have ever seen” may justify the fee charged by some of our colleagues. We are spending a considerable amount of our dues, as a mandatory assestment per fellow. I am aware that “new” messages are going to address some of the above topics. I feel that pain/anxiety control is particularly significant. I particularly hope that this term can be translated so that the average person can understand what we are supposed to be saying. None of my acquaintances, professional or otherwise, have ever mentioned seeing any of our Consumer Information Programs. Considering the fact that I practice in one of the largest metropolitan regions in the country, I must consider that one reason may be wrong wording of “messages.” I would like a poll of our members taken to see how many of our practices have benefited during the past year of this program. I am not averse to the idea, but I certainly feel that the direction has been wrong. The committee and advertising agency putting these ads together should get down to grass roots so that everyone can understand the message that is being sent. It is my strong feeling that the only ones who are benefiting at the present time are the magazines and the advertising agency handling this for our society. I think it is immediate time to evaluate the program and the manner in which it is presented.
To the Editor:-1 have read many comments from our members pertaining to the consumer information program, some negative and some positive, but most of which did not address the real issue as I understood it to be. It was my belief that the purpose of the program was to educate our lay patients to what AAOMS is and what the members do. The ads appear in magazines widely read by middle America. The direction of the ads is good. However, I disagree with their content and the way in which they are presented. It is very nice to inform the public what oral and maxillofacial surgery is. It has been my experience that the oral surgery that most of us do, the “bread-and-butter” aspect of our practice, has been missed completely. Poll our patients and see how many of them know what an impacted tooth is! Our medical colleagues and insurance companies have been pounding the pavement stressing outpatient surgery at considerable savings. Oral surgeons are aware that once a patient enters the hospital for any procedure, savings will not occur. Where have we as oral surgeons been? Have we not been performing these same outpatient surgical services for our patients for decades and, may I add, safely? This particular aspect is one of the many issues in the Consumer Information Program that has not been mentioned and addressed. When an incident of morbidity occurs the press will jump on it very rapidly. This has been the case very recently in the area where I practice. Needless to say, to state that a few of our oral surgical patients were upset would be a gross understatement. Obviously, informing the average patient that we practice “pain/anxiety control” in those terms is meaningless. It is my strong feeling that the practice building of most of our offices is good safe outpatient general anesthesia. I feel that the emphasis on safety for office anesthesia in ambulatory patients should be stressed. The explanation of many sophisticated types of surgery that most of us perform well is above the thinking of the average lay person. The sophisticated procedures of mandibular and maxillary resections are very interesting, useful functions and procedures. It is nice to let the public know that oral surgeons do indeed perform these procedures. They
JEROME FRIEDMAN 8957 Roosevelt Boulevard Philadelphia, Pennsylvania 19152
195