What do you do if you’re an independent physician practicing in the county with the highest rate of childhood obesity in your state? How do you make a mark on that daunting statistic?
The answer, in short? Team up.
That’s exactly what a group of 450 independent physicians in the South Puget Sound did when they enlisted the support of Wilson Strategic Communications over 4 years ago to revision the mission of their 501c3, the Northwest Physicians Network (NPN) Foundation.
The physicians had learned early on that there was strength in numbers, banding together to be able to service Medicaid and Medicare patients efficiently and effectively. But they had only begun to tap into the amazing power of this extraordinary network to make their mark in their community.
“We did the research on childhood obesity in Pierce County and realized it was the highest in the state per capita. It was obvious there was a tremendous need for education. These physicians see it as their duty to educate their patients and the community about childhood obesity, preferably through a solid doctor-patient relationship.” Explains DJ Wilson, President and Founder of of Wilson Strategic Communications.
The NPN Foundation was the perfect conduit to funnel desperately needed education and resources around the childhood obesity issue to the community.
All Fun and Games
DJ outlines the idea, “We created what we dubbed the ‘Get out and play’ initiative, which is a 3-pronged approach and consists of:
- At the Park – An outdoor ‘field day’ event where we take over a city park and teach kids how to play basic and fun outdoor games. Our events consist of things like burlap sack races, tug of war, ball toss, water relays, water balloons – pretty basic outdoor game stuff. The difference is that these kids had never seen a bale of hay or a water balloon. The entire concept is new to them. We expect about 1,000 kids at this year’s event. The event also includes a small health fair targeted at the parents of these kids.
- In the classroom. Money we raise in sponsorship for the “Get Out and Play” event funds small scholarships for teachers who need curriculum material on physical wellness or nutrition.
- In the clinic. We put a lot of energy and research into developing material that can be given to kids and their parents. You communicate differently around childhood obesity when interacting with a child than you would when interacting with that child’s parent.”
My question, of course, was what effect has this “Get Out and Play” initiative had on the individual physician-members of the NPN Foundation.
The Business Impact
DJ clearly explains three ways that he’s seen this initiative positively impact the NPN Foundation and its member physicians.
- “There’s definitely a general brand equity benefit. Media attention. Word of mouth recognition. General awareness and good will.
- Anecdotally, we’ve heard that being part of this initiative seems to elevate the status and professionalism of the individual physicians within the industry and local healthcare ecosystem. It’s a subtle but important aspect.
- The initiative has also definitely built an esprit de corps– even if it’s just handing out flyers in their office – physicians understand that they’re part of something bigger. They’re more engaged with the network, maybe even stronger advocates for patients – the whole system benefits.”
With the support of Washington’s Governor, Christine Gregoire, the NPN Foundation has put in a request for Michelle Obama to participate in the 2010 “Get Out and Play” event. Let’s talk media coverage in the event she accepts the invitation (fingers crossed)!
The issue of childhood obesity is no laughing matter but when it comes to strategically addressing the issue, it turns out that some fun and games may be just what the doctor ordered.
What do you think? How much of a responsibility do physicians and health care providers have for creating opportunities for patient education? And what other ways can independent physicians have a positive impact on childhood obesity?
In the Seattle Area and want to be a part of Get Out and Play Day 2010? Find more information and register here!
Thanks to Steve Wilhelm for the balloon image!
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Hats off to these physcians for creatively doing what they can to counteract childhood obesity in their community. Let’s hope Michelle Obama joins them for their next “Get Out and Play” program. She can bring interest and attention to a subject like no other.
Exercise is one prong in the attack on childhood obesity, healthy eating is the other. For those of you who haven’t seen the movie Food, Inc. I would recommend it. It’s a real eye opener about the truth of where your food comes from and how it’s processed. With the addition of corn at every step in food production it’s no wonder there’s an obesity epidemic in this country.