EvidenceNetwork.ca: Workshop on Writing OpEds. Presented by Gregory Marchildon, Jennifer Verma, David Secko and Erik Landriault. Canadian Association of Health Services and Policy Research, Annual Conference, May 30, 2012.

1. Gregory Marchildon, University of Regina
Jennifer Verma, CHSRF
David Secko, Concordia University Annual CAHSPR Conference
Erik Landriault, CIHR-IHSPR May 30, 2012

2.  Introduce EvidenceNetwork.ca
 Writing a Snappy OpEd
 OpEds as a KT vehicle
 What are OpEd editors looking for?
 Traditional media vs. Online publishers
 Beginners‘ Inventory of Popular Outlets
 YOUR TURN!
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4.  Links journalists with health policy
experts to provide access to
credible, evidence-based information.
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5.  To get your research ―out‖
 To set the record straight
 To counter a growing ―belief‖ that is not
based on, or even counter to the evidence
(myth-busting)
 To exercise your ―full‖ citizenship
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6.  ―Opposite the Editorial Pages‖ (OpEd)
 Key Perimeters:
◦ Focus on a single or few major points/arguments
◦ Succinct (650-750 words)
◦ Timely (newsworthy)
◦ Compelling, convincing and conversational
◦ Draw from strong evidence (noting, research on its
own rarely changes minds)
◦ Jargon- and citation-free (but not evidence-free!)
◦ Provide a solution or steps toward a solution (What
needs to be done?) along with the key players (Who
needs to do it?)
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7. THE LATEST RESEARCH SHOWS THAT
WE REALLY SHOULD DO SOMETHING
WITH ALL THIS RESEARCH
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8. Knowledge translation is about:
 Making users aware of knowledge and facilitating
their use of it to improve health and health care
systems
 Closing the gap between what we know and what
we do (reducing the know-do gap)
 Moving knowledge into action
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9. Knowledge Translation is something that most
researchers are already doing, to some extent.
Researchers who:
 publish their research findings
 tell other researchers about their work
 present their work at conferences
……are engaged in at least one part of the process
we call ―knowledge translation‖: disseminating the
results of their work to their peers
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10.  Consistent evidence of failure to translate research
findings into clinical practice:
• 30-45% patients do not get treatments of proven
effectiveness
• 20–25% patients get care that is not needed or
potentially harmful
(McGlynn et al, 2003; Grol R, 2001; Schuster, McGlynn, Brook, 1998)
 Cancer outcomes could be improved by 30% with
optimum application of what is currently known
 10% reduction in cancer mortality with widespread
use of available therapies
(CSCC 2001; Ford et al, 1990)
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11. A broad spectrum of activities including:
 Diffusion (let it happen)
 Dissemination (help it happen)
◦ activities that tailor the message and medium to
a specific audience
 Application (make it happen)
◦ moving research into practice/policy in cases
where the strength of evidence is sufficient
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12. Some filters that editors use when considering
opinion:
1. Can the writer claim expertise on the topic?
2. Is the argument refreshing without being perilous
to the publication?
3. Can the argument be connected to current events
or news?
Alterative structural view:
1. Starts with a provocative statement;
2. Provocative statement is contrasted against what is
at stake;
3. Supporting information answers everything that
might immediately come to a reader‘s mind;
4. A recap elaborates on the provocative statement.
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13.  Multimediality, inte
ractivity and
hypertextuality
 Blended journalism
 Editorial Staff
 Authority
 Speed
 Audience
Content +
Distribution +
Credibility
Secko. JPM 10(2&3): 261 (2009)
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15.  Connect with news media that report on health
(e.g., Globe and Mail, Hamilton Spectator) and
publish analyses, opinion and editorial content
(e.g., Troy Media, Huffington Post, The Mark)
 Put a ―Creative Commons‖ on the content – reprints
in small community, rural, niche, ethnic and online
media across the country
 Remember Grey Literature (e.g., NGO newsletters,
websites, magazines)
 Get a ‗double run‘ by translating
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16.  Form a team > Pick a theme (4)
 Review materials (news article, Mythbusters)
 Develop key points for an OpEd
 Report back
 Compare EvidenceNetwork.ca expert OpEds
 Wrap up and closing thoughts
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17. Aging Population and its
Potential Impact
Healthcare Costs and
Spending Private, For-Profit Solutions
to Funding and Delivery
More Care is Not Always
Better Patient Financing of
Healthcare (The Patient Pays)
Health is More than
Healthcare
Sustainability
Waiting for Care
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19.  News: ―Explore all funding options for health
care, says outgoing CMA head‖ (Postmedia News, Aug 12, 2011)
http://www.canada.com/business/Explore+funding+options+health+care+says+outgoing+head/528
8501/story.html
 Research Summary: ―Myth: User Fees
Would Stop Waste and Ensure Better Use of the
Healthcare System‖ (CHSRF, 2001) http://www.chsrf.ca/Migrated/PDF/myth4_e.pdf
 Op-Ed: ―Making patients pay won‘t make our
health system more affordable‖ (2011-2012) by Raisa Deber and
Noralou Roos, published in the The Toronto Star and The Montréal Gazette
http://umanitoba.ca/outreach/evidencenetwork/archives/4380
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24.  What central focus will your OpEd take?
◦ Is it topical? Does it offer a new angle? How might
you open and close the OpEd?
 What are your key lines of argument?
Facts?
◦ What other research, evidence or sources would you
like to consider?
 What‘s the greatest struggle you face
in preparing/publishing this OpEd?
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25.  What central focus will your OpEd take?
◦ Is it topical? Does it offer a new angle? How might
you open and close the OpEd?
 What are your key lines of argument?
Facts?
◦ What other research, evidence or sources would you
like to consider?
 What‘s the greatest struggle you face
in preparing/publishing this OpEd?
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26.  What central focus did they take?
◦ Is it topical? Does it offer a new angle? How did they
open and close the OpEd?
 What are their key lines of argument?
Facts?
◦ What other research, evidence or sources did they
consider?
 Other thoughts
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27.  THANK YOU!
 NOW, IT‘S YOUR TURN!
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28.  Populationaging and fiscal
sustainability
◦ News: ―Canada‘s aging population will
strain the health-care system‖ (Feb 6, 2012)
http://www.theglobeandmail.com/news/opinions/editorials/canadas-aging-population-
will-strain-the-health-care-system/article2326529/
◦ Research Summary: ―Myth: The Aging
Population is to Blame for Uncontrollable
Healthcare Costs‖ (2011)
http://www.chsrf.ca/Libraries/Mythbusters/Myth_AgingPopulation_EN_FINAL_1.sflb.ashx
◦ Op-Ed: ―We can sustain our health care
system—here‘s how‖(2011-2012) by Neena Chappell, published in the
Hill Times, Calgary Herald and the Halifax Chronicle Herald
http://umanitoba.ca/outreach/evidencenetwork/archives/4641
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29.  Mammography screening
◦ News: ―Mammography harm 'underappreciated‘
Decline in breast cancer deaths from therapy, not
screening‖ (Apr 2, 2012)
http://www.cbc.ca/news/health/story/2012/04/02/mammography-
overdiagnosis-breast-cancer.html
◦ Research Summary: ―Myth: Early detection
is good for everyone‖ (2006)
and ―Myth: Whole-
http://www.chsrf.ca/Migrated/PDF/myth22_e.pdf
body screening is an effective way to detect hidden
cancers‖ (2009) http://www.chsrf.ca/Migrated/PDF/11491_newsletter_en.pdf
◦ Op-Ed: ―Small benefits, substantial harms with
mammography screening‖ by Cornelia Baines,
published in The National Post and Huffington Post
http://umanitoba.ca/outreach/evidencenetwork/archives/4490
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30.  Activity-based hospital funding
◦ News: ―Financer (enfin) les hôpitaux au
rendement‖ (01 mars 2012)
http://www.cyberpresse.ca/debats/editoriaux/201202/29/01-4501135-financer-enfin-les-
hopitaux-au-rendement.php and ―Activity-based hospital funding:
boon or boondoggle?‖ (May 20, 2008)
http://www.cmaj.ca/content/178/11/1407.full.pdf
◦ Research Summary: ―Myth: Activity-Based
Funding Leads to For-Profit Hospital Care‖ (2012)
http://www.chsrf.ca/Libraries/Mythbusters/Myth-ABF-leads-to-profit-E.sflb.ashx
◦ Op-Ed: ―New hospital funding models not
without risks‖ (2012) by Jason Sutherland and M. Trafford Crump, published in the Hill
Times and the Calgary Beacon http://beaconnews.ca/calgary/2012/02/why-we-never-seem-to-
have-enough-hospital-beds-in-canada/
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31.  Generic vs. Brand drugs
◦ News: ―Generic Drugs vs. Brand Name Drugs‖ (Sept, 2011)
http://www.readersdigest.ca/health/sickness-prevention/generic-drugs-vs-brand-name-drugs
◦ Research Summary: ―Myth: Generic Drugs are Lower-
quality and Less Safe Than Brandname Drugs‖ (2007)
http://www.chsrf.ca/Libraries/Mythbusters/Myth_Generic_drugs_are_lower_quality_EN_FINAL.sflb.a
shx
◦ Op-Ed: ―Designer drugs: You‘re really paying for the
name‖ (2012) by Alan Cassels, published in the Huffington Post and the Hill Times
http://umanitoba.ca/outreach/evidencenetwork/archives/4764
and ―The $2-billion extra price tag of brand-name drugs in
Canada‖and ―Our Surprisingly Expensive Pharmaceuticals‖ (2011)
by Marc-André Gagnon, published in the Hill Times and The Mark News (respectively)
http://www.themarknews.com/articles/4789-our-surprisingly-expensive-pharmaceuticals
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