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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
Moriates C, Shah N. Creating an Effective Campaign for ChangeStrategies for Teaching Value. JAMA Intern Med. 2014;174(10):1693–1695. doi:10.1001/jamainternmed.2014.3401
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