1. Priority Map by
Robert Welles
November 2012
welles@allele.com
Drug Check 2.0
My Expert Focus Area:
Getting a patient who is considering taking a prescription
or over the counter drug to check the contraindications for
that drug.

2. Very effective in getting Bob to check the contraindications of the drug
Bob learns which
Bob learns what Bob studies the Bob watches a TV Bob has has an
pathways are
effected by the sites the drug mechanism of the ad that lists some illness which may
binds to drug Bob checks the side effects of the be caused by
drug Bob visits the web
interactions of all drug taking a drug
drugs he takes site for the drug Bob decides to
check alternative
Bob reads the drugs Bob discusses the
studies of the drug Bob makes a list of Bob reads the drug with a
all the drugs he wikipedia page on medical
takes with links one of the drugs Bob reads the list professional
he takes of
contraindications
No way. We can’t get Bob to do this
for a familiar drug Bob reads that
100k people die
per year from
Yes! We can get Bob to do this
Bob’s
acquaintance has medical accidents
a severe problem
due to a drug
Bob visits WebMD
or a similar site
and looks up the
drug
Not effective in in getting Bob to check the contraindications of the drug

3. Target behaviors
Bob receives a Bob reads the list Bob reads the
link to information of contraindications
on a familiar drug
contraindications for another drug
for a familiar drug he takes

4. Starfish for Drug Check
Bob receives a
link to information
on a familiar drug
Bob reads the list
of
contraindications
for a familiar drug
Bob reads the
contraindications
for another drug he
takes

5. Crummy test
Will someone whose son is taking Crestor read the wikipedia page on
statins if I send him the link?
Yes!
This person takes Pradaxa. Will he read the wikipedia page on Pradaxa
without prompting?
Not yet; 5 days later. Probably not.
Will this person read the contraindications for Crestor?
Probably not without another approach.
• http://en.wikipedia.org/wiki/Statin
• http://en.wikipedia.org/wiki/Pradaxa

6. Why is checking contraindications important?
Checking the contraindications of a drug has the highest payoff in reducing the
risk of complications for the effort required for the behavior.
Checking the contraindications of a drug can often tell you whether your doctor
also checked.
Checking the contraindications of a drug may ripple into other behaviors in
which a patient takes responsibility for his health and medical treatment and it is
useful to know whether or not this is true.
My conclusions
My discussion with my subject suggests that people rely on their doctors and
resist any behavior that would reveal that their doctor is in error. What is
needed for people to take more responsibility for their own health and medical
care is a way of tunneling through that resistance. My own experience is that
encouragement from my physician has been useful.