Dr. William E. Morgan, Chiropractor
Dr. William E. Morgan, Chiropractor
Dr. William E. Morgan, Chiropractor
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Competing with Dr. Google
Home > Clinicians Corner > Articles > Competing with Dr. Google

William E. Morgan, D.C.

Anyone who has had an unusual health condition affecting a member of their family will be familiar with this scenario: You find out that your child has an unusual disease that is hard to pronounce. Then, you scour the internet for information until you find out about every nuance of the condition, including its rare variations.  Next, you visit your physician for more guidance only to find out that you know far more than the physician does about this condition!   The physician is embarrassed, and you lose confidence in your doctor.   Gone are the days when patients rely solely on their doctor for information about their healthcare.  Dr. Google is in.

Information Overload

The computer age has made available massive amounts of information, but managing the massive influx of new healthcare information is a daunting task:  Every week there are a possible 40,000 new articles available from a potential 10,000 journals.  Medline indexes 1500 new articles per day. Even if 97% of these articles lacked clinical relevance, a doctor would have to read 45 articles per day to keep current.

General practitioners have come to the conclusion that they are not able to keep up with this massive load of information and are increasingly relying on subject matter experts for information, rather than reading original research.   The following quote epitomizes this sentiment. “Evidence-based medicine no longer means evaluating original research. Instead, it means using reputable sources that summarize the evidence and make it accessible at the point of care,” (Family Practice Management, Feb 2004).  To cope with the massive amount of new information assaulting practitioners, we need to learn the technique of Information Mastery.

Information Mastery

Information mastery is the use of practical methods to manage the vast amount of new scientific evidence that is available.  It marries the experience of the practitioner, the needs of the patient, and current pertinent evidence.  It melds the practical use of intellectual “hunting and foraging” tools with the intimate knowledge of landmark studies. 

From my vantage there appears to be three options for managing the massive input of new knowledge:

1)      Become an expert in a finite technique that does not add significant amounts of new information and claim ignorance about all other aspects of healthcare. 

2)      Become a generalist and attempt to keep up with the trends in healthcare, relying on trusted sources to interpret the vast amount of original research available.

3)      Become a well read expert on a reasonably small piece of the intellectual pie and have a more generalized knowledge of the rest of healthcare, while maintaining a system for rapidly accessing new information as needed.  

The first option is passive and is not in the best interests of the patient.  The second removes the physician from being a subject matter expert on any level.  The third option allows for the provider to be a subject matter authority while maintaining general knowledge on a broad level of information.  In integrated healthcare most doctors have chosen the third option.  I feel that this is the most practical and beneficial to the patient, the doctor, and the profession.

The Integration of Information Management

In hospital settings physicians drop any pretence of having expertise outside of their chosen field.   A radiologist will limit her opinion and advice to radiology and defer other questions to another specialty.   An internist will defer to orthopedists for management of bony injuries, to a neurologist for a neurological exam, or to an otolaryngologist for nasal problems.  (That explains why there are so many physicians’ names on hospital bills.)

Chiropractors should seek information mastery in the fields of wellness and conservative musculoskeletal care.  It is not enough that we are the experts; we need to have other professions defer to us for this expertise.  To be culturally accepted as subject matter authorities, chiropractors need to be more widely published, especially in journals outside the profession.  We also need to speak at multidisciplinary conferences and at hospital grand rounds.  In a world of increasingly specialized knowledge, we need to proactively seek information mastery and subsequently cultural/institutional authority.

Copyright © 2003-2007 Dr. William Morgan ** All Rights Reserved

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