The “Getting SMART About Neurosurgery” education and practice marketing program was created in 1996 to respond to the many changes impacting neurosurgical practice – particularly the challenges arising from competing specialties that have expanded the scope of their practices to include many procedures and services once the primary domain of the neurosurgeon. It’s primary focus is to increase awareness with referring physicians, patients, and the media about the role neurosurgery plays in treating common medical conditions.
The first SMART program, which focused on lumbar spinal stenosis (LSS), was launched in September of 1997 and has exceeded its enrollment, financial and materials distribution goals. In fact, a recent survey of Ambassadors revealed that program users were satisfied with the quality of the materials and their usefulness, and that they have received patient referrals as a result of their participation in the Getting SMART initiative.
Now, the AANS and CNS are building upon the success of the lumbar stenosis program to begin Phase II of the Getting SMART program, “Getting SMART About Cerebrovascular Disease: An Educational Program on Stroke.”
Bruce Kaufman, MD, was selected as the overall Project Chairman and Warren R. Selman, MD, serves as Scientific Chairman.
Getting SMART About Cerebrovascular Disease
In broad terms, stroke is a growing threat to the well being and productivity of aging Americans, including those who are now entering middle age. Each year, more than 700,000 people suffer a stroke – a number equivalent to the entire population of Wyoming. It is the third leading cause of death in America. Just as important, stroke also is the number one cause of disability, with more than 3,000,000 people currently living with physical and mental impairment from brain damage caused by a stroke.
The AANS and CNS want to help healthcare professionals identify patients who are at high risk for stroke, and to recognize patients who are in need of urgent care for stroke. Stroke is preventable and it is treatable. Educating the public and healthcare professionals about preventative therapies and the urgency of treatment is the key to reducing stroke incidence and its disastrous outcomes.
Neurosurgeons, as cerebrovascular specialists, are unique in their ability to evaluate, use, and recommend medical management, microsurgery, endovascular surgery, and stereotactic radiosurgery to treat or prevent all types of strokes and the complications of each form of treatment. In order to be in a position to have their opinions sought after, neurosurgeons must be viewed as stroke specialists, and not solely as technicians with a narrow skill.
“The key issue is not whether an individual neurosurgeon can or should practice all the techniques used in the treatment of stroke, but rather neurosurgeons as a group must be perceived as stroke specialists, or their influence on the treatment of these diseases will be lost,” said Dr. Selman.
As with the LSS SMART program, distribution of the CV SMART materials will be accomplished through recruitment of neurosurgeon Ambassadors. This approach will allow neurosurgeons the opportunity to establish new referral patterns for CV patients, as well as re-establish contact with old or diminishing referral sources.
Objectives
The CV Program objectives include:
- Raise awareness of the neurosurgeon’s expertise in preventing and treating stroke and cerebrovascular disorders;
- Position neurosurgeons as the best resource to teach family physicians and first-responders about the treatment of stroke;
- Increase CV/Stroke case referrals to neurosurgeons; and
- Establish neurosurgeons as leaders in the organization of stroke teams and stroke centers.
Program Materials
As with Phase I, the CV program will include the materials aimed at referring physicians, as well as patients. The materials include two comprehensive presentations (with teaching syllabi) for both professional and patient audiences; 200 patient and 100 referring physician brochures; sample letters to referral sources; and press releases.
The print materials can be used as leave-behinds at presentations and in mailings to primary care providers and other referral sources. All materials will cover hemorrhagic and ischemic stroke; warning signs and risk factors; the role of carotid endarterectomy in prevention; aneurysm procedures; conservative and surgical treatment options; and the neurosurgeon’s role — as an integral member of the stroke team — in assessing the patient.
The Ambassador kit also will include guidelines for developing a stroke team at your medical center.
Joining the Program
A brochure on the program will be mailed to AANS and CNS members in March. To purchase the program,use the order form enclosed with the brochure, call AANS Customer Service at (847) 692-9500, or download the order form at www.neurosurgery.org. The program is $300, plus shipping. Program materials will be available in April.