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Invited Commentary
October 2014

Creating an Effective Campaign for Change: Strategies for Teaching Value

Author Affiliations
  • 1Department of Medicine, University of California, San Francisco
  • 2Costs of Care, Inc, Boston, Massachusetts
  • 3Harvard Medical School, Boston, Massachusetts
  • 4Department of Obstetrics and Gynecology, Beth Israel Deaconess Medical Center, Boston, Massachusetts
JAMA Intern Med. 2014;174(10):1693-1695. doi:10.1001/jamainternmed.2014.3401

A social “campaign” consists of a group of strategies and tactics that organize people to change existing norms. Few areas in our profession demand a campaign more than the imperative to reduce waste in health care. Underuse of health care has been long recognized as harmful to patients; however, the recent ABIM (American Board of Internal Medicine) Foundation’s Choosing Wisely campaign1 and the Less Is More series of JAMA Internal Medicine2 have brought international attention to the harms of health care overuse. Preventing overuse not only enhances the quality of care, but simultaneously reduces health care costs, a combined goal that is increasingly encapsulated under a professional mission to deliver health care value.3

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