The RCPA launches second installment of its social media campaign via The Hallway
Today, the Royal College of Pathologists of Australasia (RCPA) has launched the second stage of its social media campaign via The Hallway.
Phase two follows the success of last week’s campaign prompting viewers to imagine a “World Without Pathologists”. This week, the audience will have the opportunity to watch a third online video and will also be encouraged to participate in a new interactive component.
Professor Yee Khong, President of the RCPA, says that, so far, the campaign has been well-received.
Says Professor Khong: “We have received extremely positive reviews in response to last week’s videos. This week, we hope to spread the message even further and generate support from a wider audience base. The general public, health care organisations and pathologists alike have provided us with very positive feedback. By taking a new approach, we believe we are managing to raise the awareness of pathology and also reach a younger demographic.”
The RCPA is the first group in the pathology arena that is aiming to harness the power of social media to generate discussion on the critical role that pathology plays in everyone’s lives. The online videos and interactive games show a doctor trying to help patients in a world where pathologists do not exist.
Says Professor Khong: “Although these videos are light-hearted and fun, the underlying message is serious and prompts the understanding of what pathologists deliver to our nation’s healthcare system. Pathology largely takes place ‘behind the scenes’, so it’s still relatively unknown and its importance is not widely understood by the public.”
The media campaign follows a recent report by Health Workforce Australia’ which has forecast a shortage of 216 pathologists in Australia by 2025 under current conditions which represents 20% of the current workforce.
Says Professor Khong: “Pathologists train for 13 years to become qualified and are integral to the diagnosis of 70% of all diseases and 100% of all cancers. Due to the general lack of awareness, it’s fair to say that pathology does not receive much attention and most people are unaware that pathologists are the individuals who often provides a diagnosis and decides what treatment patients should receive.”
A survey by the RCPA, which interviewed over 2000 Australians, revealed that nearly 75% of respondents believe that pathologists simply assist other doctors in the diagnosis of diseases, and are not responsible for making a diagnosis. Also 75% of Australians are unaware that there is a critical shortage of pathologists in the country at the moment.
Says Professor Khong: “The shortage of pathologists is being felt across Australia. It is important to remember the vital role pathologists play within the medical profession and the public should be aware of this. Pathology underpins every aspect of medicine, from diagnostic testing and monitoring of chronic diseases and wellbeing, to genetic research and blood transfusion technologies. As such, it is not advisable for pathologists to be overworked or underrepresented in our laboratories and hospitals as this could have serious consequences.”