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[HealthLiteracy 1690] Re: Wednesday Question: Health Literacy and Marketing

Joan Medlen

joan at ipns.com
Fri Jan 18 14:35:09 EST 2008


At 06:35 AM 1/18/2008, you wrote:

>Even if the motivation is increasing sales and stock value, if a pharmacy

>recruits customers by truly providing better service to those with

>literacy and language challenges, then it's still a good thing. If I have

>an option to go to a pharmacy that consistently ensures that I understand

>my medicines, then we all win. They get another customer and I get better

>service.


This is what I mean by "what is the least dangerous assumption."

This terminology is used more in education.

"In 1984, Anne Donnellan, a respected researcher in special education,
wrote that "the criterion of least dangerous assumption holds that in the
absence of conclusive data, educational decisions ought to be based on
assumptions which, if incorrect, will have the least dangerous effect on
the likelihood that students will be able to functional independently as
adults." Furthermore, she concluded "we should assume that poor performance
is due to instructional inadequacy rather than to student deficits." In
other words, if a student does not do well, the quality of the instruction
should be questioned before the student's ability to learn. Thus, for
Donnellan, the least-dangerous assumption when working with students with
significant disabilities is to assume that they are competent and able to
learn, because to do otherwise would result in harm such as fewer
educational opportunities, inferior literacy instruction, a segregated
education, and fewer choices as an adult."
From: http://disabilitysolutions.org/newsletters/files/six/6-3.pdf

I know we want to protect people from the complicated, confusing traps that
exist, especially with Medicare/Medicald. BUT, I also want to promote
independence and skills related to making informed decisions. Presuming
that the pharmacy's sole goal is to swindle folks means we do not trust
that folks are able to learn or use their skills.

This doesn't mean that there are no checks and balances, but it does
re-frame, "what is the least dangerous assumption"? Is it that it's all
about money or is it that although there is a marketing angle to the
project, good can come from providing understandable information about
medications - even in a for-profit world?

If we do not assume competence of the people we care about and that the
service is useful, then we are limiting the options and isolating people
with lower literacy skills.

I think the focus should be on looking at the quality of the instruction
provided....but it sounds like i may be in the minority here.

REmember, if people feel swindled or are swindled and they still don't
understand their medications, then it is the fault of the program, not the
consumer. Removing the opportunity from the consumer says we do not believe
they are capable.

Respectfully,
Joan Medlen, RD, LD

Project Director, Creating Solutions
www.creating-solutions.info
Clinical Advisor, Health Literacy & Communications
Special Olympics Health Promotion
Author, The Down Syndrome Nutrition Handbook
www.downsyndromenutriton.com





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