Mike Sevilla, MD & Jay Lee, MD, MPH presentation on July 26, 2012 at the American Academy of Family Physicians National Conference of Family Medicine Residents and Medical Students

1. Social Media
and
Social Justice
Mike Sevilla, MD Jay W. Lee, MD, MPH
@DrMikeSevilla @FamilyDocWonk
2012 National Conference of
Family Medicine Residents &
Medical Students
#AAFPNC

2. Family Medicine as Counterculture

3. 2012 American Academy of Family Physicians
National Conference of Special Constituencies
"Be there"
"Give a damn"
The job versus the Work

4. Legislative
F=MxA
Physics
Shifting the Health Care Value
Vector towards Family Medicine

5. Clinical Process
www.foodnetwork.com

6. Political Process
www.finecooking.com

7. Political Process
aka 12 ways to Kill Bill
1. Bill doesn’t get voted out of
committee(s) of jurisdiction in the
House
2. Killed in House committee
3. Doesn’t come up for a floor vote
in House
4. Voted down on the floor of the
House
5. Same steps as 1-4 in the Senate
(filibuster)
6. Doesn’t make it out of conference
committee
7. Presidential veto
8. Courts declare unconstitutional
9. Referendum overturns law (state-
level)

8. Why would anyone want to
Kill Bill?
http://www.schoolhouserock.t
v

9. Legislative Barriers to
Change
• What are the barriers to achieving
meaningful change in health care?
• Interest groups
• American ethos
• The political system
• Errors in strategy

10. Legislative Barriers to Change
Interest Groups
• Between 1960s and 1990s, six-fold
increase in special interest groups
lobbying for or against health and
social policies
• $$$ = influence

11. Legislative Barriers to Change
American Ethos
• Capitalism versus socialism
• Individual liberty versus equity
• Trust in markets; lack of trust in
government

12. Legislative Barriers to Change
The Political System
• The political system
• Political power in lawmaking process diffuse among
institutions
• Separation and balance of power
• Bicameral legislature
• President
• Supreme Court
• Two-party system
• Federalism
• Who has jurisdiction over health policy?
• Ways and Means?
• Finance?
• Energy and Commerce?

13. Legislative Barriers to Change
Errors in Strategy
• Competing legislative priorities
• Wrong leader
• Wrong allies
• No window of opportunity
• Wrong plan
• No “buy-in”

14. “If you’re not at the table,
you’re on the menu”
www.zmescience.com www.roundtablepizza.com

15. Revolution?
bmoa.org

16. Family Medicine
Revolution?

18. The RULES of #FMREVOLUTION FIGHT CLUB
1st RULE: You must talk, tweet, and FB post about #FMREVOLUTION FIGHT CLUB.
2nd RULE: You must TALK, TWEET, and FB POST about #FMREVOLUTION FIGHT
CLUB.
3rd RULE: If they say "stop", tell them we are an unstoppable force for change in
the U.S. healthcare system. If they go limp, tap out and start ACLS.
4th RULE: At least 105,900 family docs and medical students in our fight to
transform the U.S. healthcare system.
5th RULE: One fight at a time: the fight to continue giving a damn and being
there for our patients.
6th RULE: Shirts and shoes please (unless your family doc needs to examine you in
which case wear one of those gowns).
7th RULE: Our fight to transform the U.S. healthcare system will go on as long as
it has to.
8th RULE: If this is your first time at #FMREVOLUTION FIGHT CLUB, you HAVE to
join our fight (yes, that includes you MedStuds; become the doctor that you
wrote about in your personal statement).

21. WELCOME
The future of family
medicine
is in your hands

22. Family Medicine Revolution
=
MASS
X
ACCELERATION
FORCE
zebu.uoregon.edu

23. Family Medicine Revolution
MASS ACCELERATION
• The American Academy of • Future of Family Medicine
Family Physicians is one of project
the largest national medical
• Increasing health policy
organizations, representing
more than 105,900 family awareness, i.e. RUC
physicians, family medicine • Growing applications for
residents and medical family medicine residency
students nationwide. programs
• Social media as advocacy
tool
• FamMed PAC
• Specialty leaders at the
table

24. Forceful Advocacy
• AAFP at the March 5 ,
2009 White House
health care summit.
• AAFP’s then-
President Ted Epperly
MD (left, standing) was
called on by the
President to speak on
behalf of physicians.
His response:
coverage does not
equal access - we
need to focus on the
healthcare workforce
and increase the
number of primary
care physicians. Photo courtesy of AAFP News
Now

29. Social Media:
Turn Emotion Into Action
Storytelling
And
Community

30. Turn Emotion Into Action:
My Leadership Story
AAFP Leadership
Development Program

38. Family Medicine Rocks.com

41. Social Media Is
The New Word Of Mouth

42. Turn Emotion Into Action:
The AAFP
Social Media Story
Finding Community
#FMRevolution

43. FINDING COMMUNITY
gammasquad.uproxx.com

52. Become a Family Medicine
Hero
What is your origin story?
Share it.

53. Super Hero Origin Stories
1. Give us a reason to care
2. Don't make your hero a Chosen One - give
em a chance to prove themselves
3. It may be useful to tie your character's
origin story to the villain's plot
4. Don't make the character's background too
exceptional
5. Give us a chance of a happy ending

54. Family Medicine Superheroes
1. Let’s give the American public a reason to care.
2. None of us is a Chosen One; we must be given a chance to prove
ourselves.
3. Family Medicine’s origins are tied to the fragmented, volume-based
fee-for-service model of health care delivery in the US (and
historically, we have been great at playing in the sandbox with that
broken system but our time is now to fight for us and fight for our
patients).
4. None of us is too exceptional on our own (ok, maybe some of us)
but together, we are exceptional (100,000+ strong!)
5. And finally, with family physicians and #FMRevolution leading
change/transformation in US health care, we will have a chance for

55. Become a Family Medicine
Hero
1. Become a "Significant Constituent”
2. Become Active in the Family Medicine Political
Action Committee
3. Be a Resource to Policy Leaders
4. Become an Expert
5. Understand and Participate
6. Go Public, Locally
7. Get Public Policy on Your Side

56. MikeSevillaMD@Gmail.com
http://FamilyMedicineRocks.com

57. Contact
Jay W. Lee, MD, MPH
Assistant Program Director
Director of Health Policy
Long Beach Memorial Family Medicine
Residency Program
450 E. Spring St., Suite #1
Long Beach, CA 90806
Direct (562)933-0012
Mobile (323)533-2503
Email eejaywon@gmail.com
Twitter @familydocwonk
Facebook/jaywon