Kentucky Doc Fall 2017

fall 2017 • volume 9 • issue 3

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CONTENTS Medical Student Mentoring PAGE 5

Compassion is what sustains me: Carol Cottrill PAGE 8 Surgeon General’s Rx for Stress in America PAGE 11 Some Perspectives on Medical Mentorships PAGE 13 My Experiences Mentoring PAGE 16 Community News PAGE 18 FROM THE COVER: Become a Mentor PAGE 20 Mediation: The Doctor Knows Best PAGE 24 Grow Your Practice by Thinking of Yourself as a Brand PAGE 26 Social Media: Junk Food for the Brain?

PAGE 28

EDITORIAL

BOARD MEMBERS Robert P. Granacher Jr., MD, MBA editor of Kentucky Doc Magazine Tuyen Tran, MD Lowell Quenemoen, MD Tom Goodenow, MD John Patterson, MD Thomas Waid, MD Danesh Mazloomdoost, MD

FROMTHEEDITOR • FALL 2017 Robert P. Granacher Jr., MD, MBA, Editor-in-Chief, Kentucky Doc Magazine Welcome to the KentuckyDoc Fall Edition. We are focusing on mentoring and mentorship to showcase our new relationship with the University of Kentucky, College of Medicine. LMS is using a sophisticated software system to enable LMS members to become mentors to the UK COM and its third-year students who wish to have mentors. This topical publication for the Fall Edition will enable readers to get an overview of mentorship in general, as well as to learn from LMS member articles about specific elements of mentorship of medical students.

The first article is by Dr. Granacher and provides an overview of mentoring in general. It is primarily based on the business literature of mentoring. The first specific mentoring article is by Shweta Kamat, currently a second-year medical student at the University of Kentucky, College of Medicine. She gives her experiences in using a mentor before she became accepted to medical school, and also using the same mentor for her first year of medical school.

Following Ms. Kamat’s essay is an article by Dr. Patterson, LMS member. It is a profile in compassion highlighting the work of Dr. Carol Cottrill and her 18 years of service as Medical Director of the University of Kentucky Pediatric Intensive Care Unit. It is the profile of an intensive care physician providing compassionate medical care to very sick children.

Following the article about Dr. Cottrill is a second article by Dr. Patterson outlining the U.S. Surgeon General’s guidelines for reducing stress in America, and the relationship of stress to sleep, relationships, exercise, and meditation. Dr. Patterson’s second article is followed by a perspective on medical mentorships by Dr. Goodenow, a LMS member, wherein he profiles medical mentorships during his career. Dr. Granacher follows Dr. Goodenow with a second article describing the psychology and neuroscience of change.

LMS member and practicing physician, Dr. Majmundar, provides a personal account of her use of mentors who helped guide her life as she became a physician. Dr. Majmundar’s contribution is followed by a contribution from Dr. Vandiviere describing for the practicing physician, elements of the Caregiver Burnout Syndrome. This article provides guidance to physicians advising families who have a family member acting as a caregiver for another dependent loved one. Jim Ray then provides advice to physicians for growing their medical practice by viewing one’s self as a brand rather than just as a physician. Jim provides guidance to professionals for viewing themselves as brands and how to market their practice as a brand. Lastly, the KentuckyDoc publisher, Brian Lord, provides an article on social media and the negative impacts it may be having upon devotees of social media who are losing their communicative skills through frequent interaction with social media.

We on the Editorial Board of KentuckyDoc magazine hope that physicians who may be considering mentorship of a medical student will benefit from this topical volume and that it will provide some guidance for those who are currently mentoring medical students.

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© Copyright Kentucky Doc Magazine 2017. All rights reserved. Any reproduction of the material in this magazine in whole or in part without written prior consent is prohibited. Articles and other material in this magazine are not necessarily the views of Kentucky Doc Magazine. Kentucky Doc Magazine reserves the right to publish and edit, or not publish any material that is sent. Kentucky Doc Magazine will not knowingly publish any advertisement which is illegal or misleading to its readers. Kentucky Doc Magazine is a proud product of Rock Point Publishing.

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Mentorship Medical Student Mentoring

By Robert P. Granacher, Jr., MD, MBA, Editor-in-Chief, Kentucky Doc Magazine Mentoring is an art form developed in the United States in the 1970s within large private companies and corporations and is used to support junior staff. Since the 1990s, mentoring programs have emerged in various medical professions, most frequently in the field of nursing though, rather than physician practice. Formal mentoring programs for medical students and doctors did not develop until the late 1990s (Buddeberg-Fisher and Herta 2006).

However, many definitions have arisen in regard to mentoring physician trainees. The one most frequently cited in English scientific literature is from SCOPME: [Standing Committee on Postgraduate Medical and Dental Education: Supporting doctors and dentists at work: An inquiry into mentoring (see Frei et al. 2010)]: "A process whereby an experienced, highly regarded, empathetic person (the mentor) guides another (usually younger) individual (the mentee) in the development and re-examination of their own ideas, learning, and personal and

professional development. The mentor, who often (but not necessarily) works in the same organization or field as the mentee, achieves this by listening or talking in confidence to the mentee."

Mentoring Basics Business models often describe mentoring as an older executive counseling a young upstart. The senior leader advises the junior employee on his career, how to navigate the world of work, and what he needs to do to get ahead. However, mentoring has changed significantly in the last few decades, and the traditional mentor-mentee relationship is not necessarily the standard. There are many ways for mentees to get the information and guidance they need.

While mentoring has changed its form, our collective thinking on it has not, and many held-over myths still prevail (Gallo 2011). One of the commonest myths is that the mentee has to have one perfect mentor to be successful. That is actually quite rare, and most persons throughout their career will have more than one mentor. A second myth is that mentoring is a formal long-term relationship. This also is generally not true due to the turnover in careers. However,

it is important that the mentee build relationships so that when she requires advice, she has the connections already in place. A third myth is that mentoring is always for junior people. Actually, people at every stage of work life can benefit from mentoring assistance. The key is to find the right kind of advice and the right mentor at the right time. Gallo (2011) stresses the dos and don’ts of mentoring. From the mentee’s standpoint, these include: Do: • Build a cadre of people you can turn to for advice when you need it, • Nurture relationships with people whose perspectives you respect, and • Think of mentoring as both a long-term and a short-term arrangement.

Don’t: • Assume that because you are successful or experienced in your field, you do not need a mentor, • Rely on one person to help guide you in your career, and • Expect to receive mentoring without providing anything in return.

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The Dangers of Codependent Mentoring This is the situation where the mentor and mentee become codependent on each other. From the mentor’s standpoint, there are some who may be a “rescuer,” a person who needs to help another because of a self-serving addiction and who is unable to differentiate between his own needs and those of the people he is purporting to help (Kets de Vries 2013). The problem with rescuers is that they tend to build unnecessary, unhealthy, and sometimes inappropriate dependency relationships with the people they want to help. This will result in the mentor as a very ineffective helper, and at worst, harms the mentee by coopting the person that should be helped, in an attempt to fulfill the mentor's compulsions. Moreover, the rescuer is a victim also. People become rescuers because they have a need to be liked, and saying “no” to someone who has asked a favor is to let that person down and possibly court being disliked.

By the same token, mentees may find themselves turning more and more to a mentor or coach whose help seems to be increasingly essential. A mentee should need less mentoring over time, not more.

The key is to find the right kind of advice and the right mentor at the right time.

Mentoring Millennials Millennials (Generation Ys) are defined as people born between 1977 and 1997.

Presently, Millennials account for nearly half the employees in the world. In some companies, they constitute a majority (for instance, Silicon Valley companies).

Meister and Willyerd (2010) polled 2,200 professionals across a wide range of industries and asked them what they wanted from their employers. Their findings revealed that Millennials did want a constant stream of feedback, and they were in a hurry for success, but their expecta-

tions were not as outsized as persons might assume. Millennials view work as a key part of life, but not a separate activity that needs to be “balanced” by it. They place a strong emphasis on finding work that is personally fulfilling. They want work to afford them the opportunity to make new friends, learn new skills, and connect to a larger purpose. That sense of purpose is a key factor in their job satisfaction, according to the research by Meister and Willyerd (2010).

Millennials appear to be the most socially conscious generation since the 1960s.

On the other hand, Millennials want

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a roadmap to success, and they expect their workplaces to provide it. Mentoring Millennials can drain the mentor’s energy.

Meister and Willyerd (2010) have identified three kinds of mentoring that will prepare Millennials for success without requiring mentors to spend inordinate time coaching.

While these three approaches will work with other generations as well, they are especially effective with Millennials.

The first approach is reverse mentoring.

With medical students or residents, this is exemplified by shifting the responsibility for organizing mentoring to medical student or resident peers. This can be effected, for instance, by having senior residents mentor medical students. It is an effective way to give the medical student a window into the higher levels of the medical organization. The second kind of mentoring is a group process. Group mentoring is a lessresource-intensive, but still effective way of giving Millennials the feedback they crave.

One mentor works with several mentees at a time, usually in a group. With social media, this appears to be significantly effective. The models for group mentoring come primarily from the business literature, and there are a few examples of this in the medical literature, but there is no reason why it should not be as equally effective.

The last kind is anonymous mentoring. This is much more complicated and is somewhat analogous to the model being developed by the Lexington Medical Society. This method uses psychological testing and a background review to match mentees with trained mentors outside the organization (the medical school).

Exchanges may be conducted entirely online, but in the case of the LMS Program, the seasoned physician does not remain anonymous to the medical student. This type of engagement generally lasts six to twelve months. In those platforms using psychological testing and matching procedures, mentors have been amazed at how well they are paired with their mentee. With the use of social media, such as email, text messaging, Facebook, or Twitter, the thirst for guidance sought by the Millennial can be satisfied by using microfeedback. This is where the mentee asks a question of the mentor, and gets a message in return by email, etc.

Because the length of the message is limited, this forces mentors to think carefully about their responses, and because they must respond relatively immediately, they are able to provide useful real-time detail. The software involved collates the responses into a performance dashboard so that mentees can track their own private trend lines or skills

they are endeavoring to improve. It is hoped that the alignment between the Lexington Medical Society and the University of Kentucky, College of Medicine, to provide mentorship experiences for third year medical students, will prove fruitful for both the mentor and the mentee.

References • Buddeberg-Fisher B and Herta KD (2006): Formal mentoring programmes for medical students and doctors: a review of the Medline literature. Medical Teacher; 28: 248-257.

• Frei E, Stamm M, and Buddeberg-Fisher B (2010): Mentoring programs for medical students: a review of the PubMed literature 2000-2008. BMC Medical Education; 10: 32 doi.org/10.1186/14726920-10-32 • Gallo A. (2011): Managing yourself: demystifying mentoring. Harvard Business Review, February 01.

• Kets de Vries MFR (2013): Coaching: the dangers of codependent mentoring.

Harvard Business Review, Dec 03.

• Meister JC and Willyerd K (2010): Spotlight on leadership: the next generation: mentoring Millennials. Harvard Business Review, May.

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Pediatric cardiologist Carol Cottrill, MD was the subject of the first article in this Profile in Compassion column 2 years ago. Her life of compassionate, selfless service is legendary. Here is the link to her obituary: http://www.legacy.com/obituaries/kentucky/obituary.aspx?n=carol-cottrill&pid=186557178&fhid=4756 In honor of her example, blending the art and science of medicine, the heart and mind of caring, we are again running that original article below. Thank you for the inspiration, Carol.

Profile in Compassion

Compassion is what sustains me: Carol Cottrill

By John A. Patterson M.D., MSPH, FAAFP It seems so fitting that Carol Cottrill’s medical specialty is the hearts of children- both physical and emotional. Her career path began when her 4th child was born with congenital heart disease.

Growing up on a family farm, she learned to balance compassion and necessity, a skill she would use in caring for her daughter and later during 18 years as medical director of UK’s pediatric ICU. Her daughter’s illness

introduced her to wonderfully compassionate doctors and nurses who cared for sick children as their life’s work.

When her daughter died after Cottrill’s first year of medical school, she felt isolated from her classmates, who did not know how to talk to her about death, dying, loss and grief. She finally took the initiative, reached out to them and felt comforted.

She learned how to practice compassionate medicine more from relationships with classmates and patients than from the formal medical curriculum. She says, ‘whether it’s a fellow student or a patient, you have to become human to one another. People need

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to know you’re on their side. You do that with compassion. Compassion is when we both put a part of ourselves out there and we somehow touch one another.’

Cottrill worries about our growing reliance on technology. ‘If you are looking at a computer instead of a patient’s eyes, both of you are missing something important. Doctors need to be refueled. You can’t go at a tremendous pace and not get something back. I am refueled by what patients give back to me.

Compassion is what sustains me.’

She believes compassion flows in both directions and needs to be cultivated in medical training to enrich the doctor-patient

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relationship and the quality of physicians’ lives. ‘Patients will give you compassion but you have to first give yourself to them.

Practicing medicine without compassion is drudgery- just putting in your time. Neither you nor the patient is psychologically benefited and such physicians are apt to abandon the profession.’

Just as she learned compassion from her loving family and the kind nuns in Catholic school, she believes medical students and residents need to see compassion modeled by their teachers in medicine. Her ICU conversations with parents of dying children always included a resident so they could learn how to communicate with compassion.

Her office staff says, ‘She can calm a crying child better than we can. She gives us a shoulder to cry on after a hard day.’ She gives gas money to poor parents. She has taken into her home, and even adopted, children in desperate family circumstances, often to ensure a comfortable death. A former patient is now a pediatric cardiology fellow and calls Cottrill ‘my second mom.’ Ed Todd, retired

cardiac surgeon, longtime colleague and friend says ‘she’s the closest thing to a saint I’ve ever known.’

Cottrill uses a wheelchair now due to the pain from spinal surgery and severe arthritis. Despite this, she makes regular mission trips to South America to provide cardiac consultation. In the process of this selfless service, she continues to be sustained by the mutual compassionate interactions with professional colleagues, her young patients and their families.

About the Author Dr Patterson is past president of the Kentucky Academy of Family Physicians and is board certified in family medicine and integrative holistic medicine. He is on the family practice faculty at the University of Kentucky College of Medicine and the University of Louisville School of Medicine. He operates the Mind Body Studio in Lexington, specializing in stressrelated chronic disease and burnout prevention for helping professionals. He can be reached through his website at www.mindbodystudio.org

Whether it’s a fellow student or a patient, you have to become human to one another.

– Carol Cottrill

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PHYSICIAN HEALTH AND WELLBEING

Surgeon General’s Rx for Stress in America

Sleep, Relationships, Exercise and Meditation

By John A. Patterson M.D., MSPH, FAAFP The National Institutes of Health (NIH) has put itself firmly on record as being deeply concerned about our national epidemic of stress at the individual, organizational and societal levels.

NIH’s National Center for Complementary and Integrative Health (NCCIH) broadcast on September 7th its annual Stephen E. Straus Distinguished Lecture in the Science of Complementary Therapies. The lecture was titled A Nation Under Pressure: The Public Health Consequences of Stress in America.

This article is based on that lecture.

Stress research at NIH To intentionally highlight the importance of the topic of stress, NIH Director Francis Collins, the physician-geneticist noted for his discoveries of disease genes and his leadership of the Human Genome Project, was the interviewer. His interviewee was Francis Collins Vivek Murthy MD, who was U.S. Surgeon General from December 2014April 2017. He released a landmark report on drug and alcohol addiction in November 2016, the first report on the topic by a Vivek Murthy MD Surgeon General, stating that dependency on opioids and other substances should not be viewed as a "character flaw.” His focus in this interview was the role played by stress as a contributing factor in many medical conditions and societal ills.

Stress and resilience are major research topics at NCCIH. Several NIH centers, including NCCIH, are partnering with the Veterans Administration and the Department of Defense in creating a research network seeking non-pharmacologic approaches to chronic pain and PTSD among active duty military and veterans.

Mind-body approaches are prominent among the interventions to be studied.

Stress epidemic across America Murthy began his tenure as Surgeon General with a ‘listening tour,’ traveling extensively to large U.S. cities and small towns and was struck by a common theme. He saw people in pain everywhere- pain from medical conditions, financial uncertainty, violence, stress of daily life and work- and the pain and grief of loosing children to the opioid crisis.

Regardless of geography, urban or rural residence, race, age, beliefs, background or political party, there was universal recognition that stress was overwhelming Americans’ ability to cope. Among lawmakers and citizens alike, the desire for emotional well-being was the one issue people everywhere agreed upon.

He ended his tour convinced that addressing stress and emotional well-being is critical to maintaining our individual health and the health of our society.

Murthy compared today’s lack of physician training in stress management and emotional well-being to the historic lack of nutrition education and the mid-20th century commercial depictions of physicians smoking cigarettes. We have learned the importance of diet and non-smoking to optimum health and we need to take emotional well-being just as seriously.

Murthy explained that not all stress is bad.

Short-term, acute stress can be adaptiveenhancing physiologic healing, test-taking and performance. The problem arises from sustained, prolonged, chronic stress- increasing inflammation throughout the body, increasing the risk of cardiovascular disease, cancer, anxiety, depression and many other chronic conditions.

The widespread increase in perceived stress and stress-related illness is partly due to changes in workplace culture in which a 9-5 workday has been replaced by a 24/7 availability due to constant connectivity and increasing productivity expectations.

Importance of exercise Murthy explained that regular physical exercise has been shown to relieve stress and have an anti-depressant effect for many

people. Exercise-related increases in endorphins play a role in this positive emotional side-benefit of exercise. Happily, the choice of physical activity can be highly personal.

Choosing an activity one enjoys increases the likelihood of regular practice and longterm commitment. Yoga, gardening, aerobics and walking illustrate the wide range from which one can choose to reduce stress and promote resilience.

Importance of social connections Despite widespread electronic social networks, many people feel isolated, even in densely populated housing and major cities.

20% of adults in the U.S. reported feeling lonely in the 1980s. That number today is 40%. Murthy said “a quarter say they do not have anyone in whom to confide about a personal problem.” Clearly, the availability of online social networks is not the kind of support required to combat emotional isolation and its widespread adverse health effects.

Importance of sleep The “iron man culture” of today’s medical training and practice, as well as society overall, is sadly dismissive of the need to get a healthy quantity and quality of sleep.

Murthy said “sleep is when our brain regenerates, we form new memories and neural connections. It’s when the body heals.” Sleep loss impairs decision-making, creativity, learning and health. Hormonal disturbances related to sleep loss may explain the association between sleep loss and obesity, diabetes, hypertension and other chronic diseases.

Children who loose sleep can have behavioral and emotional problems and trouble paying attention in class.

Importance of meditation NIH Director Collins specifically asked Murthy to address meditation as an intervention, explaining that this was an area of intense research at NCCIH. Murthy explained that while “meditation has a serious branding problem… we have known for a long time, meditation can be a powerful tool for inducing the relaxation response,” explaining that it is now being used at the VA

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for treating PTSD. School-based meditation programs are increasing student performance while reducing teacher absenteeism and student behavioral issues, including violence. Murthy visited a school in a troubled neighborhood that had reduced student suspensions by 45% in the first year and 75% after two years of a meditation intervention.

Entering its third year, 95% of the children had signed up for this voluntary program, requiring parental permission.

This experience was so compelling to Murthy that he offered meditation to his entire Surgeon General staff. They often meditated together at work. It reduced their workplace stress and enhanced their worksite collegial relationships. While rejecting exaggerated claims that mindfulness meditation or Transcendental Meditation are cure-alls, he is impressed by the research suggesting they both can reduce stress, promote resilience and help prevent and manage many stressrelated chronic conditions.

harmful effects of tobacco. That same type of coalition is needed to raise awareness and drive research to reduce the harmful health effects of stress. Supportive relationships, exercise, sleep and meditation can benefit children, adults, workplaces, homes, schools, public health and medical providers and their patients.

Health professional training must emphasize the importance of self-care, stress management and resiliency training. We have enough research to justify this shift already and more is needed to weave emotional well-being into the curriculum and patient care in hospitals and clinics. Dr. Collins explained that NIH is leading by example.

Their Clinical Center was recently rated #1 among 426 major healthcare delivery centers in terms of patient-reported satisfaction with institutional attention to emotional well-being.

Speaking to Collins, Murthy said “the fact that you are sitting here as the head of NIH addressing stress sends a powerful signal through NIH that stress is not evidence of weakness or a personal failure but that it is a reality of life and we have to collectively figure out how to address it.”

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Five Star Senior Living Referral Guide A change in culture is needed Murthy compares our current lack of widespread prioritization of stress management and emotional well-being to the tobacco issue. Eventually, a widespread coalition of health advocates, parents, farmers and policy-makers came together around the protection of children and adults from the

tive on stress and emotional well-being. He closed by saying “we need to be concerned not just about our stress but the stress that people around us are experiencing. When someone has a great deal of stress and does not have the tools to deal with that and it results in acts of violence, that affects us all.

When we have stress and emotional discord that prevent us from coming together and talking about solutions to big problems as a country, that affects us all… We know from data that people who say they have a best friend at work are much more likely to stay in that job, be productive and not burn out… I believe we can build a country that is more compassionate and that is more kind- a country that recognizes that our emotions, when properly cultivated, are our greatest source of strength.”

May we all heed this message for the former Surgeon General and the Director of NIH. Recommended reading • Stress in America- Coping with Change, American Psychological Association, 10th edition, 2017 Snapshot

We’re all in this together Murthy passionately and articulately argued for a societal, public health perspec-

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I come from a family of physicians. My grandfathers were rural, small town doctors, and most of three subsequent generations of my family have been medical professionals, often physicians.

So I knew at an early age what I wanted to be. In the years since, I have seen many changes in the practice of medicine – some for the better, some for the worse. The physician-patient relationship has become more difficult to sustain, and a doctor must expend more time dealing with myriad issues outside of that relationship.

By Thomas J. Goodenow, MD Despite the availability of other satisfying or more lucrative career opportunities for the bright and altruistic, admissions to medical schools remain desirable and competitive, thanks largely to an influx of talented and qualified female and minority applicants. Premedical and medical education has always been stressfully competitive and a financial burden. "Stress in medical school" even merits its own individual entry on Wikipedia. Internship and residency add to this the stress of life and death decisions that sometimes confront nearly all physicians increase

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stress. High rates of depression, burnout, substance abuse, and suicide are notable among doctors in training and active practice. Increasing requirements for documentation of care as well as cumbersome health record systems are often cited as reasons for frustration.

Nevertheless, surveys show that the great majority of practicing physicians are content with their compensation and lifestyles, particularly the latter, with most doctors enjoying the opportunity to use their knowledge and skills to address patients' concerns. If given the chance to do it all over, most doctors say they would again choose the medical profession and select their same specialty.

I recently enrolled in a new program to bring medical students together with physicians in a mentor-mentee relationship. The mentors are asked to support, encourage, and advise third year students as they transition from mostly academic studies to the clinical world. The program is a joint venture of the Lexington Medical Society (LMS) and the University of Kentucky College of Medicine. If the inaugural year proves successful, possibly the program can be expanded to include others in training.

A mentor is usually described as a wise, trusted counselor, teacher, or guide to a less experienced (and usually younger) person in a professional or educational endeavor.

In older terminology, the mentee was often termed the protege or apprentice.

The original Mentor appeared in the Greek poet Homer's epic Odyssey. An old and trusted friend of the story's chief protagonist, Mentor was entrusted with the care of

the family of Odysseus, especially the supervision of the infant son Telemachus while dad was away for twenty years fighting in the Trojan War and roving the Mediterranean.

Use of the actual term "mentor" was uncommon before the late 20th century, and organized mentorship programs have only become popular in the last half century. The doctor-student mentorship is sometimes described as a life-work integration and career development relationship that is somewhat different from technology or business model mentorships of other industries.

The LMS-UK College of Medicine Mentorship Program is an innovative collaboration. The program was described

by LMS president Dr. Bob Granacher and details were provided by LMS CEO Chris Hickey in the organization's July newsletter (available at lexingtondoctors.org in the "newsletter bookshelf " of the newsletter archives). A sophisticated software program is used to strive for a compatible mentormentee match but also to subsequently monitor and support the program. The actual matching process – similar to that of some online dating or matching services – is easy, brief, and actually rather entertaining in its requirement for introspection.

Do such mentoring programs really work? Dr. Granacher addressed this in his July overview, and several studies suggest that medical mentorships are associated with improvements in mentee health, attitudes, relationships, career advancement, and health care provision. Of course, each mentorship program must be judged on its own merits – thus, the importance of

the software-enabled monitoring aspect of the program.

There might be a special need for women as medical mentors. (It is perhaps telling that Homer's Telemachus was only properly educated when the goddess Athena assumed the task from Mentor.) The number of U.S. medical school graduates who are female has increased to over 45%. Yet, among practicing physicians a significantly higher proportion of women than men report feelings of career burnout, perhaps because of the added responsibilities of childbirth and motherhood or outdated gender stereotyping by patients and professional colleagues.

I have never before participated in a formal mentorship program, but throughout my medical education and career I have enjoyed many informal relationships as both mentee and mentor. Several specific physicians served as role models during my residency and subspecialty training and later years of practice. Not only did they impart medical knowledge and expertise; they also provided invaluable career advice and instilled a solid work ethic. They also exemplified the proper balance of work and family, emphasizing the need for pursuits outside of medicine. I hope I can pass along to a medical student some of the wise advice that was afforded me by my mentors, and I myself expect to benefit from the interaction with a younger, future doctor.

About the Author Dr. Goodenow practiced medicine for 42 years, the last 37 as an endocrinologist at the Lexington Clinic

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My Experiences Mentoring

By Shweta Kamat For as long as I can remember, I’ve always wanted to become a doctor.

However, I did not realize all the challenges I would have to face in order to make my dreams come true, and I also did not know who I was going to meet along the way to help me become a successful medical student.

When I was reapplying to medical school, I was told gaining more clinical experience could strengthen my application. I reached out to as many physicians as I could in order to shadow them. Through this process, I started shadowing a very seasoned physician with 40 years of experience, who also became almost a life-coach during one of the toughest periods of my life. I expected him to let me shadow him for a few weeks at the most and then send me on my way

to hopefully figure things out. To my surprise, he let me stay for much longer, and I shadowed him at the clinic for over a year.

During this time, my mentor helped me tremendously through the entire medical school application process. I will call him Doctor X. When I politely asked him to look over my personal statement for medical school admission, he agreed and I emailed it to him. It took Doctor X a couple of days to respond, and I was beginning to think maybe it was so terrible that he just wouldn’t respond. He responded and the entire statement was covered in red marks; I was ecstatic. English not being my first language was a bigger disadvantage than I ever anticipated, and I didn't understand this until Doctor X pointed it out. I rewrote the entire statement, and he proof-read it several times. I received many compliments regarding how well written my statement was, and each

time I couldn’t help but thank the person who helped me write it.

Often in life, especially as a student, it is difficult to know what are the “right things” to say. Finding an understanding and experienced mentor can help tremendously. After submitting the applications, it was time to start interviewing at medical schools. I was very eager to share with other people my enthusiasm for medicine. I had done mock interviews with the staff at the career development center during my undergrad, and they gave me helpful feedback. However, Doctor X took the time to set up other practice interviews for me. He helped me channel my energy and enthusiasm for medicine in a more assertive and concise way.

A mentor can provide a much needed second person view of yourself to help you better understand your own strengths and weaknesses. Doctor X showed me how I could turn many of my flaws into strengths

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“Before working with him, I only considered what a career in medicine could offer me and how I could help others in need. After this experience I began to understand what I could offer to medicine and how my patients can impact me.”

– Shweta Kamat, 2nd year student, University of Kentucky College of Medicine

About the Author Shweta Kamat is a 2nd year student at the University of Kentucky College of Medicine. Shweta completed a graduate degree in Anatomy and Neurobiology prior to medical school and this summer started a medical research project at UK COM in Neurosurgery.

Kentucky’s Leading Hair Replacement Facility and my failures into motivators. He helped me see what I had to offer to medicine. Before working with him, I only considered what a career in medicine could offer me and how I could help others in need. After this experience I began to understand what I could offer to medicine and how my patients can impact me. When I was accepted into medical school, after my parents, he was the first person I shared the good news with.

Even after I started medical school, Doctor X happily met with me when I felt overwhelmed; the stress of performing at your best at all times can almost be counter-productive.

He helped me once again, because sometimes, when you want something so badly (doing well in medical school in my case) you lose your objectivity.

I consider myself very fortunate to have found a mentor that not only guided me through my academic career but also taught me things that I could not learn in any classroom. Working with Doctor X was a life-changing experience for me; he truly molded me into the individual I am today and the physician I aspire to be tomorrow. I grew from being a driven but immature student to a more confident future physician.

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ANNOUNCEMENTS AWA R D S N E W S TA F F EVENTS AND MORE

EMAIL brian@rockpointpublishing.com TO SUBMIT YOUR NEWS

Bluegrass Care Navigators honored with prestigious Circle of Life Award™ The American Hospital Association has presented a 2017 Circle of Life Award™ to Bluegrass Care Navigators “for innovation in palliative care and for improving the care of patients near the end of life.”

Bluegrass Care Navigators, the only repeat honoree, has done “incredible work incorporating palliative and end-of-life care into all aspects of care, from primary to specialty, and into the community,” said AHA President and CEO Rick Pollack. Now in its 18th year, the Circle of Life Award™ celebrates programs that have made great strides in palliative and end-of-life care. Nominations were reviewed and site-visited by a selection committee that included leaders from medicine, nursing, social work and health administration.

“Since 1978, we have cared for thousands of families in our community and expanded our services to improve quality of life long before the final months. Through the strength and diversity of our community and provider partnerships, we are taking a strategic, thoughtful approach to the care continuum,” said Liz Fowler, President and CEO of Bluegrass Care Navigators.

The award is the agency’s third recent national honor. In June, it was named a 2017 Hospice Honors Elite recipient, placing it among the best in the nation. The award recognizes hospices providing the highest level of quality as measured from the caregiver’s point of view.

In May, Modern Healthcare named Bluegrass Care Navigators one of its prestigious “2017 Best Places to Work” award winners. Based on employees’ input, the award salutes health care workplaces that empower their employees to provide patients and customers with the best possible care.

The three major national awards reflect praise from consumers, the agency’s staff and the health care community – for nearly four decades of providing expert, compassionate care.

About Bluegrass Care Navigators Bluegrass Care Navigators is a national leader in delivering high quality end-of-life care and a pioneer in developing new programs that are responsive to the evolving needs of seriously ill patients and their families. In addition to providing hospice services in 32 counties across central, southeastern and northern Kentucky, Bluegrass Care Navigators operates Bluegrass Extra Care, Bluegrass Transitional Care, Bluegrass Palliative Care and Bluegrass Grief Care. All of these programs offer invaluable services that enhance the quality of life of patients and families.

United Way of the Bluegrass Elects John Pollom to Board of Directors United Way of the Bluegrass recently elected Stites & Harbison, PLLC attorney John Pollom to its Board of Directors. He will serve a three-year term.

United Way of the Bluegrass is a leader and motivator of change for long-term solutions in Central Kentucky communities. Its mission is to fight for the education, basic needs and financial stability of every person in the Bluegrass.

Pollom is a Member (Partner) in Stites & Harbison’s Lexington office where he is a member of the Business Litigation Service Group. He is experienced in matters related to medical and professional malpractice litigation, product liability defense, financial institutions litigation, insurance coverage, and civil litigation defense, including toxic tort.

Outside of the firm, Pollom serves as President of the Hanover College Alumni Board of Directors. He is a member of the Leadership Kentucky Class of 2016.

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Tracing its origins to 1832, Stites & Harbison is one of the oldest law practices in the nation and among the largest law firms in the Southeast. For more information, visit www. stites.com.

Saint Joseph Berea Foundation Announces $1.1 Million Initiative to Assist Patients in Accessing Health and Social Services The Robert Wood Johnson Foundation and Catholic Health Initiatives’ Mission & Ministry Fund have awarded $1,124,240 in grant funding to the Saint Joseph Hospital Foundation, in cooperation with the Saint Joseph Berea Foundation, both part of KentuckyOne Health.

The grant will help develop an innovative model for addressing barriers created by social determinants of health, to build and sustain healthy communities. A check presentation was held today at Saint Joseph Berea to announce the grant, which will run through the end of December 2019.

Social determinants of health - the conditions in which people are born, grow, work, live and age - contribute in a significant way to inequities in health status. Understanding and addressing the barriers is essential to providing equitable, effective and high-quality health care.

The grant is part of CHI’s “Total Health Roadmap” initiative. The funding will be used to identify and address the social and environmental issues that affect well-being and

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Fall 2017 • Kentucky health equity by including screening for basic human needs in three primary care physician practices in Berea and London. In addition, three Community Health Workers will be hired, one for each practice, to assist patients identified as having unmet basic human needs.

The Community Health Workers will connect patients with the proper community resources for assistance with housing, food security, childcare, behavioral health and transportation.

In addition, the grant will also help fund the development of new services to close gaps in resources that will be determined in collaboration with other community agencies. As an “anchor organization”, KentuckyOne Health will build broad-based community coalitions and establishing and reinforcing ties with existing community partner organizations.

This new care model is eventually expected to expand across Kentucky as well as in communities served by CHI across 17 states.

“The Community Health Workers will help bridge communication and cultural gaps between underserved patients and clinical staff, resulting in better health outcomes,” said Leslie Buddeke Smart, president, Saint Joseph Berea Foundation. “This will also result in an improvement in overall health for our communities receiving this grant.”

Practices selected to participate in this program include KentuckyOne Health Primary Care Associates in Berea, KentuckyOne Health Pediatric Associates in London, and KentuckyOne Health Primary Care Associates (5th Street location) in London.

This grant is part of a larger $5 million project, funded by Robert Wood Johnson Foundation and CHI’s Mission and Ministry Fund. Similar programs are being implemented in Colorado and Iowa.

About Saint Joseph Berea Foundation Saint Joseph Berea Foundation supports KentuckyOne Health’s drive for excellence by inspiring donors to make a tangible difference through their philanthropic investment in outstanding patient care facilities and services, the education of caregivers, advanced clinical research and improved access to quality medical care.

“This new approach to care will ultimately eliminate barriers for patients,” said Eric Gilliam, president, Saint Joseph Berea. “This funding will give us the tools we need help improve patient health, also making our community stronger.”

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Me

Become a

Third year UK Medical Student Kodie Stone (left) meets with Mentor Mamata Majmundar, M.D., F.A.A.F.P. (right).

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Fall 2017 • Kentucky

Offer guidance, support and friendship MAMATA MAJMUNDAR, M.D., F.A.A.F.P. DISCUSSES THE BENEFITS

Who played a significant role in your journey to becoming a physician?

My senior year of high school I applied to participate in a University program for rural students. During this process I had the opportunity to converse with an amazing woman, Carol, who is passionate about helping others and dedicated to her students. She has a wonderful heart and a genuine interest in my well being. She truly cared about me as a person. This connection has blossomed over the last two decades. Her continuous positivity, encouragement and ability to see my capabilities have helped me become the person I am today. Thankful to have had an exceptional mentor.

Lexington Medical Society-University of Kentucky College of Medicine Mentorship Program: Benefits of Mentoring Studies show there are many benefits to a mentor/mentee relationship. As a mentor there is personal satisfaction, professional development as well as renewing your commitment to your field profession. It is also an opportunity for self reflection and an

appreciation of a new perspective. Mentees can benefit with an opportunity to increase personal and professional confidence, network, receive support and guidance.

Mentoring is an opportunity to recall your enthusiasm for choosing medicine while allowing mentees to gain perspective from experienced physicians.

Adding Value for Physicians Lexington Medical Society is strategically focused on adding value for physicians. As part of this initiative, we embarked on a mentorship program with the University of Kentucky College of Medicine. Based on the advice from medical student leadership, our 10 month program is designed to partner incoming third year medical students with physician mentors. These students have completed two years of academics and are transitioning to clinical training. It was important to develop a program which was simple, efficient and authentic. The Lexington Medical Society applies an online mentoring software program, Mentorcliq, to help support and continue the mentor/ mentee relationship. The program serves as a central online hub provides access to tools, best practice advice, a resource library

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and worksheets to aid the mentor/mentee relationship.

Enrollment It is a simple process. Participants enroll in a few minutes after answering a few questions to create a custom profile with attributes, such as focusing on leadership development, career advancement, women in medicine, work-life balance or stress management. Also a 10 question visual personality survey is included, which is a tool to help people get to know each other. You can merge your account with a LinkedIn profile, add a photo and/or url. The software uses algorithms to help match the third year medical student to the physician based on specialty, personality, interest and hobbies.

I was very interested in how well the match would work, considering it only took 5 to 6 minutes to complete my profile.

Helpful Advice and Tools for Starting as a Mentor Soon thereafter, I received a brief email, congratulating on my “match”, with mentee’s email address and name which is a link taking you directly to the mentees profile. This allowed the ability to quickly see mentee’s enrollment preferences. It also provides gentle instruction to connect to mentee and tools which may help during the mentorship process. This program can easily be tailored to a formal or informal approach. Process participants can view: • “Starting Strong as a Mentor” A one page advice tool to foster a connection with mentee.

• Quick 2-4 minute videos on why to mentor and mentoring managing.

Examples include: –– “First Contact, Connecting With Your New Mentoring Partner” –– “Three Tips for Building a Successful Mentoring Relationship”

• Access to worksheets on mentoring which are program specific tasks to help participants stay on track. This includes 3 milestones: –– 1.1.1.1.1.1. Beginning: How to set up initial contact –– 1.1.1.1.1.2. Mid Cycle Check in January –– 1.1.1.1.1.3. Closure Plan in May

Blessed to have numerous mentors in my life. In particular, my mentor, whom I have known for over 20 years, has helped me countless times throughout my professional and personal development. She continues to be my strongest advocate, confidante and dearest friend.

—Mamata Majmundar, M.D., F.A.A.F.P.

Reaching Out Once you have been “matched” it is important to reach out as soon as possible to touch base. The initial communication was an email introduction. This was a short paragraph introducing myself, reason for writing and sharing more about myself to add a personal touch and setting an action for

a phone call/meeting to learn more about each other and discuss the mentorship relationship. This served as an ice breaker and led to scheduling a face to face meeting.

Initial Meeting The pair-matching feature worked very well. We had an enjoyable conversation over dinner in a relaxing environment. During our meeting we reviewed the mentoring partnership agreement, provided through Mentorcliq. This led to a thoughtful discussion on the following: • Basics: Length of mentoring, setting up meetings, preferred method of meeting & communicating, frequency and length of meetings • What we’re working towards: SMART goals (Specific, measurable, attainable, reliable and trackable) • Just so we’re on the same page: Partnership expectations • Got it: Agree to honor the agreement Setting mutual expectations, specific goals and ground rules will help create and sustain an impactful relationship. At the end of the evening, we had a plan to meet again.

Overall Program So far, the ease, structure and flexibility of the program is exceeding my expectations.

Initial milestone was a success. The program encourages interaction, collaboration and a structure to help set attainable goals. It provides an opportunity to ask questions and help someone discover more about themselves and their path. Though our lives can be extremely busy with work and family obligations, consider adding another dimension to your life. There is much to gain when you become a mentor. Contact Chris Hickey, Lexington Medical Society if you have an interest in participating: cmhickey@ lexingtondoctors.org.

“The delicate balance of mentoring someone is not creating them in your own image, but giving them the opportunity to create themselves.” —Steven Spielberg

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Fall 2017 • Kentucky

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Lexington Medical Society & KMA 10th District Dinner Meeting Including LMS Past Presidents When: Oct 10 6:00 p.m. social 6:30 p.m. dinner 7:15 p.m. program 7:00 p.m. complete

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Register at Lexingtondoctors.org Our Guest Speaker Dale Toney, M.D., KMA Board Chair & 10 District Trustee

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Summit Mediation

The Doctor Knows

Best Handling family conflict with your elder patient

By Dr. Dani Vandiviere Being a Physician, you can be asked to treat symptoms effecting your patient you would not expect. Your patients that are elderly believe they have a very special relationship with you, like a beloved and trusted niece or nephew. You are the wise counsel for all that matters, the Doctor knows best.

Sometimes they want you to make their family stop fighting.

There are adult children who live out of the area who feel they are being left out when it comes to knowing and understanding what medically is going on with their parents. This is causing a conflict that you can fix. It is a question about which family members can see the elder person’s medical records.

The conflict grows as your patient ages. They usually feel the sibling who goes to the appointment is not asking enough questions or the right questions when it comes to their parents, and are not explaining it back to them adequately.

HIPAA is often misunderstood and sometimes misused by certain family members as a tool against siblings or other family members to wield power in the decision-making process.

Exchanges of “If you really cared, you would be here at the appointments” or “fine, you come and take care of them if I am not doing it right!”.

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Fall 2017 • Kentucky

Relationships will be broken and mom or dad will be the ones who suffer as they wonder why some of the family never comes to see them anymore.

When you see this it probably means discussion is beginning on changing living arrangements for the parent. This can be a one of the greatest points of contention for a family. All the emotions are involved.

Recently I worked with one such family who took the fight everywhere they went. They were disruptive and embarrassing when they would arrive at the physician’s office. The police would be called. The whole family of ‘extras’ were banned from the office and elder protective services became involved.

The sad part is they are not the only family doing this.

These adult children seem to revert to acting like juveniles. That can be understood if they are truly wanting the best for their parents, unfortunately there are those who just want to put them nicely away somewhere so that they become someone else’ problem, the sooner the better and “what is my share of the estate?”. We’ve seen this too many times lately as in the family referenced above.

One may have a medical power of attorney and believe they do not have to share information. Relationships will be broken and mom or dad will be the ones who suffer as they wonder why some of the family never comes to see them anymore. That can be the start of the spiral decline in the health of that parent. Keeping the mental health of an elder in a good state is as you know all too well the key to their physical health and dying too soon.

So, what can you do? Watch for Anxiety, Depression and other emotional changes in your patient.

• About 7.6% of those over 65 have been diagnosed with an anxiety disorder at some point in their lives, reports the CDC and these numbers jump to 37.7% when the fear of Alzheimer’s comes into play.

(Personally, I feel it is more like 99% in reality).

• Forgetfulness is a natural sign of aging. Put your patient and their family at ease that forgetfulness does not always mean the onset of Alzheimer’s. (Also, they think if mom has it I will get it too!) This is a the #1 in anxiety in eldercare.

Why does this help with conflict in Eldercare? The commitment to an elder and the cost of the expanded treatment becomes much more when Alzheimer’s

is involved. Memory Care units are available in Senior Care Communities but often there are not enough and being able to pay for it is a burden on the family. Keeping someone at home with this illness, costs less money, but the cost of commitment and sacrifice is huge for that family. Many family members tend to disappear when they hear the words financial and time commitment. Then the depression sets in.

• 15% of seniors 65 and older reported having current depression, and about 30.5% reported a diagnosis of depression at some point in their lives (CDC reports). When the family starts fighting and leaving that number jumps to 42.3%, (again I believe this to be low).

Your office can help by recognizing these people when they come to you.

Understand how important this battle is for your patient. Give them your idea of seeking outside help like an eldercare mediator, a counselor or if necessary an attorney. Have your list prepared to send home.

Write your advice on the patient portal. Show them how to use your patient portal. Discuss using the portal as means for the adult children to keep up with the latest medical visit. Also, revisit the HIPAA release for adding others to the form. You will be surprised how much this helps keep the conflict away and families reconciled. It is simple and it works.

About the Author Dr. Dani Vandiviere is a conflict and bullying specialist and CEO of Summit Conflict Resolutions and Trainings. She is a past President of the Bluegrass Continuity of Care Association, a founding member of KY Association of Senior Services, a member of the Association for Gerontology, and an Elder Care Conflict Trainer and Mediator. She also offers training programs for the workers in the Eldercare industry, medical professional, elder’s families, organizations and businesses.

To learn more contact Dr. Dani at www. summitcrt.com, dani@summitcrt.com or 859-305-1900.

Summit Conflict Resolution & Trainings 400 Etter Drive, Suite 1 Nicholasville, KY 40356 www.summitcrt.com 859-305-1900 | contact@summitcrt.com Conflict Resolution & Trainings 400 Etter Drive, Suite 1

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Grow Your Practice by Thinking of Yourself as a Brand

By Jim Ray For years, the given way a physician grew a practice was through referrals from colleagues and associations with certain hospitals and/ or insurance plans. The environment is changing. While these traditional channels remain important, the consumer is more empowered to seek out information about a specific physician. That shift is impacting how physician groups and individual practioners grow their respective practices.

Today’s consumer is much more inclined to read online reviews, visit websites and even online physician directories. The need to establish and monitor information has become increasingly more important to a successful practice.

Rather than referring a patient to a colleague from medical school, physicians may be encouraged (even pressured) to refer that patient to another member of the hospital network. Overtime, this may erode the traditional flow of new patients to your practice.

I encourage professionals to begin thinking of themselves as brands.

This may alter your perspective on how accessible you are to the general public.

Let’s consider a few of the implications.

Brands such as GE, Apple, Starbucks and even Littmann (the company which may have made the stethoscope you use) all focus on producing great products. More importantly, these brands seek to instill a distinct image in your mind about the product and/or service offered. It’s about the “experience.”

The same applies to you and your practice. That’s why you’ve invested so heavily in your education and training. You’re providing a service and you want your patients and their families to be happy with the care they

receive. Ultimately, you hope they were satisfied enough to recommend you to friends and family. This is simple brand positioning.

Consider how many times your patients are given the opportunity to complete surveys about their experience. While we want to know that the care provided was effective and met expectations, there’s another reason we ask those questions.

We want to know if there was a problem that needs to be addressed and/or resolved.

This fact alone provides insight into an interesting fact. When it comes to effective branding, it’s the market, not the company (e.g. physician), that determines the brand’s value.

While we may have logos and color schemes those aren’t your brand. They’re merely representations of it. Your brand is based on the value attributed to it by the patients and families who interact with you.

Many of us are aware that a happy patient may tell a few people.

On the other hand, a dissatisfied patient will tell everybody.

The Internet has become a repository for information about anything and everything.

It includes tools consumers can use to tell others about their experiences through ratings and online reviews. If you haven’t taken time in the last few months to research how the market is reporting about you, it may be time for you to do a dive deep. A few negative reviews can have a significant impact on your practice. If you have an office manager, discuss setting up a periodic review of various online properties to monitor comments.

Here’s a quick list of online rating and review sites that appeared on the first page of Google when I searched for my own internist: • Google Business Listing – Encourages consumers to Write a Review • Healthgrades.com – Reports Patient Satisfaction Ratings

• Vitals.com – Asks if you’ve visited a specific physician and prompts you to Share Your Experience • RateMDs.com – Provides patient ratings on Staff, Punctuality, Helpfulness and Knowledge • Healthcare.com – Provides opportunity to Write a Testimonial and Rate this Provider • WebMD.com – Asks you to Rate This Doctor When you think of yourself as a brand, your much more focused on the market, the value it attributes to you and how it positions you vis-à-vis your colleagues. Today’s consumers know they have access to information and they’re not afraid to use it. This fact provides an interesting opportunity for you.

If you’re in private practice, have a concierge practice, or may be thinking about transitioning back into a private practice, here are a few simple marketing tips to consider: First, how easily can people find information about you and your practice?

While online directories are one component, you should give some thought to a professionally developed website. The advantage is that you control the content. A website provides you and your staff with the means to influence the market and attract new patients. More importantly, you may be able to outrank those ubiquitous online directories. This enables you begin influencing your brand’s perception.

While some prospective patients are interested in your CV, many more will be interested in learning about what they should expect from you. Remember, it’s about the experience. A professionally developed website can convey the messages and images you intended.

Second, how current is the information about you, your location & contact information?

There are tools that can be used to standardize this information across various online properties. Interestingly, when that simple data (Name, Address and Phone) are consistent across the Internet, your website is usually rewarded with higher search rankings. This is especially important for new

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Business Section • Fall 2017 • Kentucky

practices or physicians who have moved to different locations and/or groups.

Third, consider adding social media as a way for you and/or your staff to better connect with existing and prospective patients.

A well-designed and maintained Facebook page and result in massive exposure for your practice. Social media is a terrific tool for providing helpful information about your office, general information about conditions and/or treatments, new services or procedures, etc.

Used effectively, it can reinforce your position as the subject matter expert. I’m not recommending you try to become pop-medicine’s next Dr. Oz or Dr. Phil. Consider, however, why major brands implement social media campaigns. They can have a positive impact on the bottom line.

Fourth, explore the option of starting a blog.

Blogging is an extremely effective way to provide information about your specialty.

If done properly, blog posts can appear in Google search results, just like websites, directories and other sources of information.

A blog enables you to demonstrate your expertise. For example, you might begin providing updates and answers to common patient questions. An office manager can easily upload a “Question of the Week” to your blog. That information can be disseminated to your social media properties and

featured prominently on your website. The time needed to do this is surprisingly brief.

The impact, however, can be significant.

Finally, for those of you who like to push the envelope, implement a video component to your marketing campaign.

The power of video is astonishing. The information in a video allows people to feel connected to you in ways plain text simply can’t match. Surprisingly, video content can show up in Google search results, can be included in blog posts and uploaded to your social media channels.

Here are some interesting facts about video: • Videos will soon be 90% of all Internet traffic (Robert Kyncl, YouTube VP) • Videos show up in 65% of the Google search results (Search Metrics) • Videos have a 41% higher click-through rate vs. plain text (Econsultancy) • 60% of visitors will watch a video before reading site text (Diode Digital) • Cisco predicts online video to become 75% of all mobile data traffic by 2019 • The retention rate for video can reach 65% vs. 10% for text-based information (Social Media Today) Over the years, I’ve written many industry articles and provided seminars designed to

help professionals with business development issues. I’ve spoken on a local, regional and national basis to audiences in highlycompetitive environments. There are business fundamentals that some have been able to ignore up until now. The market is evolving and how professionals chose to adapt will determine their success rate. Thinking of yourself as a brand is a key step in developing a strategy to increase your exposure to new and prospective patients. It also puts into place processes that will help to protect and influence your reputation.

About the Author Jim Ray earned a BA in Business and his MBA. He managed two multi-million dollar businesses before transitioning into Internet consulting. He later launched his regional consulting practice to help professionals operate more effectively and more profitably. Jim presents an ongoing seminar series and contributes business development articles to a variety of professional publications. He has been invited to speak at national meetings for Internet marketing and has lead several, national webinars on various marketing topics. For more information, visit www.JimRayConsultingServices.com or connect with him on Linkedin.

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doc • Fall 2017 • Business Section

Kentucky

Social Media Junk Food for the Brain?

By Brian Lord, Publisher

Everywhere I look people are on their phones communicating but not connecting. Is it me or are we losing our way as a society because of social media and the instant access to information? I wonder with all our advances in technology could we be losing our humanity.

I

There seems to be an unhealthy consumption of social media in culture.

t was reported in a 2015, in the US, by the Pew Research Centre that 24 percent of teens go online “almost constantly,” facilitated by the widespread availability of smartphones.

With all the social media platforms out there, it is estimated there will be 2.67 billion social network users by 2018 reported by article from Katina Michael (PC World). She also noted that “Social networking already accounts for 28 percent of all media time spent online, and users aged between 15 and 19 spend at least three hours per day on average using platforms such as Facebook, Twitter and Instagram. And perhaps even more worrying, around 70 percent of

internet use of people at work has nothing to do with their job.”

Addiction can be defined by Merriam-Webster Dictionary as “compulsive need for and use of a habit-forming substance.” Substances like drugs, alcohol and food are exemplified. However, there seems to be an unhealthy consumption of social media in culture.

I assert that there is a growing addiction to social media in our land that is changing our brains and our ability to connect and even think for ourselves.

Marketing Expert Brandon Gaille noted the need for people to use their technology and addiction to social media citing:

doc

Business Section • Fall 2017 • Kentucky

Facebook and Twitter 1. 18% of users can’t go a few hours without checking Facebook.

2. 61% of users have to check Facebook at least once a day.

3. 16% of people rely on Twitter or Facebook for their morning news. iPhone Users 1. 28% of iPhone users check Twitter before they get out of bed.

2. 26% of users check Twitter before they turn on the television.

3. 23% of users rely on Twitter for the morning news.1 Derek Beres, the author of Whole Motion: Training Your Brain and Body for Optimal Health, believes social media content consumption is the equivalent of junk food for our brains.

“Scanning headlines and retweeting quips is not going to make much cognitive difference,” Beres writes in BigThink.com. “If anything, such sweet nothings are dangerous, the literary equivalent of sugar addiction. Information gathering in under 140 characters is lazy. The benefits of contemplation through narrative offer another story.”

Beres stresses that long-form narrative OR story-base reading is imperative for us to truly to optimize our brain health. He looked at a Dec. 9th 2009 study done by Carnegie Mellon Scientists Discover First Evidence of Brain Rewiring in Children. The study of 72 children ages eight to ten discovered that reading creates new white matter in the brain, which improves system-wide communication.” It is noted that “white matter carries information between regions of grey matter, where any information is processed.” Beres continues, “not only does reading increase white matter, it helps information be processed more efficiently.”

This backs up other majority of the research that shows reading long-form content, especially in print, improves recall and comprehension.

Beres boils it down beautifully, noting that deep reading “leads to the formation of a philosophy rather than the regurgitation of an agenda, so prevalent in reports and online trolling. Recognizing the intentions of another human also plays a role in constructing an ideology.”

So what does this mean for us? If you spend any time at all on social media, you know there’s often a scarcity or lack of intelligent discussion – to the point that many of us are just give up, throwing in the towel and saying “enough.” Social Media just can’t seem to give us what we really want and it may actually be damaging us.

But what about social interaction? Isn’t it better to at least engage – even if the interaction is less than satisfactory? I would strongly challenge that. While some might see it as anti-social to pick up a good book or read a magazine or the Bible, I believe it makes us better people. The more you read the stronger your brain can become. Reading is powerful. We engage with information, not just absorb it.

Beres would agree: “What I do know is that life would seem a bit less meaningful if we didn’t share stories with one another. While many mediums for transmitting narratives across space and time exist, I’ve found none as pleasurable as cracking open a new book and getting lost in a story. Something profound is always discovered along the way.”

As a parent of four kids I tell them all the time junk food is a “sometime food”. If you make a diet of it you will get sick and become unhealthy. The same can be said of social media. It’s ok as a “sometime food,” but too much turns you into one sick person. I personally have found a peace and calmness as my wife and I have purged ourselves from social media and only use it as a tool for work and marketing. We have found peace not knowing all the drama and trends and other distractions that social media brings. I encourage you to put away social media, fast from it and read and engage with people without the use of technology. To me the best read is the “good book” itself. But go have a good read and then talk about what you learned and enjoyed with someone.

Sources • https://brandongaille.com/28-social-networking-addiction-statistics/

We are on a mission to raise money to fight cancer...

Come join us. Donate to the American Cancer Society We have six physicians and six University of Kentucky medical students who have accepted the challenge: 200 mile relay race on Oct. 13-14, 2017. Our goal is to raise $6,000 for the American Cancer Society. Join our team by contributing to this great cause.

51% $3,115 raised

$6,000 goal

TO DONATE GO TO: http://main.acsevents.org/goto/LMSBourbonChaseTeam or the LMS website: lexingtondoctors.org Team Members

Kenneth “Tad” Hughes, MD Farhad Karim, MD Mamata Majmundar, MD Greg Monohan, MD Vanessa Roos, MD Kristine Song, MD

UK College of Medicine Students Abby Bray Sarah Bugg Nicholas Fowler Fangzhong “Shawn” Luo Megan Stout Molly Sullivan

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APPOINTMENTS AVAILABLE WITH FPA PROVIDERS AT BOTH LOCATIONS

Family Practice Associates of Lexington, P.S.C.

HAMBURG OFFICE

1775 ALYSHEBA WAY SUITE 201

SPRINGS OFFICE

2040 HARRODSBURG ROAD, SUITE 300 CHECK US OUT ON THE WEB

fpalex.com

859.278.5007

Take Care of Your Patients

by Taking Care of Yourself

The Lexington Medical Society

Physician Wellness Program

TAKE CARE OF YOUR PATIENTS

BY TAKING CARE OF YOURSELF The Physician Wellness Program (PWP) was designed as a safe harbor for physicians to address normal life difficulties in a confidential and professional environment.

WHY WAS THIS PROGRAM CREATED? Being a physician isn’t easy. Difficulties with the current health care delivery system, maintaining a healthy work/ life/family balance, and dealing with the normal stresses of everyday life can take their toll on physicians.

We serve not only as treating physicians, but many times as counselors to our patients who turn to us for guidance.

Who do we turn to when we need to talk through an issue or get some coaching for how to handle stress in our life?

Too often the answer is “no one,” and that is regrettable because it is imperative that we be as healthy as possible in our role as health care providers.

We deserve to function at our best in all areas of our life.

By addressing areas of difficulty, we can decrease our stress levels and increase our levels of resilience.

Some examples of those difficulties include: •

Family issues

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Depression & anxiety

•

Relationship problems

•

Difficulty managing

•

Work-related

•

stress

difficulties

•

Mood swings

Alcohol/drug abuse

•

Suicidal thoughts

How PWP Works We have contracted our program with The Woodland Group. The Woodland Group will provide counseling to active physician members of the Lexington Medical Society and UK Graduate Medical Education residents and fellows. Non-emergency sessions will be scheduled during regular business hours. Emergency sessions can be scheduled on a 24-hour, 7 days-a-week basis.

Seven licensed psychologists make up the Woodland Group and have been vetted by LMS. Steven Smith, Ph.D. and Sandra Hough, Ph.D. are our program coordinators and will serve as points of contact to access PWP. The Woodland Group will maintain a confidential file for each physician, but no insurance will be billed and LMS will not be given any information about those who utilize the program. As such, this program is completely confidential which is crucial to its success. LMS will pay The Woodland Group a monthly bill based on the number of sessions provided. The Woodland Group will verify LMS membership from the physician finder on the LMS webpage.

TO MAKE YOUR APPOINTMENT 1) Call the confidential hotline at 1-800-350-6438 and leave a message in either Dr. Smith’s or Dr. Hough’s voice mailbox.

2) They will call you back to schedule an appointment. It’s that simple!

PWP Benefits 8 free sessions each calendar year Complete confidentiality Easy access Convenient location (535 W. 2nd Street, Suite 207) 24/7 availability

Thanks Doc! You made Passport the top-rated Medicaid health plan in Kentucky. Again. passporthealthplan.com/together Based on NCQA’s Medicaid Health Insurance Plan Ratings 2016-2017

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Lexington Medical Society General Dinner Meeting Kentucky 2018 Legislative Preview Hilary J. Boone Center, University of Kentucky November 14, 2017 Senator Ralph Alvarado, M.D. Senate District 28 Register at Lexingtondoctors.org