Medicine has changed a great deal over the years, and we have to reflect that change, but it seems to us also that we can prompt, or even perhaps even lead some of the change. And the big change around the relationship between doctors and patients is the power dynamic, the knowledge differential, and the ridiculous sense that patients so often, we begin to see how much they’re excluded from the decision making by those power differentials. And what we wanted to do is to make sure that the BMJ not only reflected the gradual change from sort of patriarchal, paternalistic medicine to much more a shared decision making type of medicine.
So we thought about ways in which not only could we talk the talk, and tell people about what they should be doing, but also walk the walk. And in some ways, we’re a very traditional medical journal, we publish research and education, and we publish other things as well, journalism and commentary. So we looked at all of those different elements of what we do, and tried to think where could patients take a more involved and increasingly perhaps even a central role. And part of the thinking was to say this content is not for patients, this content is
for clinicians. So we’re not talking about speaking directly to patients, but we’re trying to make sure that the content that clinicians read and listen to actually will help them be better doctors and nurses and other clinicians, because they will understand the patient perspective.
So, it’s been a very interesting experience. We’ve had some fantastic input from editors and from patient advisors. We’ve got a patient partnership strategy that Tessa Richards has run. We’ve got now patient editors on staff, we’ve got patient advisors on all of our different sections, and we are learning a great deal, we’re learning a vast amount from them.