One of the most important elements of professional communication programs is their multidisciplinary and multifaceted nature. Only interventions that rely on a sustained effort as well as on multiple tools and activities have the potential to become effective elements for provider change. A list of some of the key characteristics of professional communications programs, which are discussed in further detail in this section, follows. Interestingly, many of them also reflect the key elements of best medical practices. In other words, best practices in professional communications planning often mirror the same key considerations that the health care and scientific community consider in establishing best medical practices.
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Health care providers are accustomed to basing their decisions on statistically significant data, scientific information, and professional guidelines. Large-scale clinical trials, new scientific discoveries, and clinical experience, which often lead to the development of organizational or disease-specific guidelines, provide evidence to support the need for a new medical practice or behavior. Professional communications interventions should take into account the data-driven mind-set of physicians and other health care providers and rely on reputable scientific evidence to advance the adoption of the best medical practices.
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As in all other areas of health communication, professional communications efforts should be tailored to specific medical specialties and health care providers. In fact, the level to which different providers may need to apply new medical recommendations and practices can vary in relation to their level of competence and responsibility for a specific aspect of car.
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