Medicine loves its jargon. And at academic medical centers, few terms are as loved as precision medicine.
What exactly is precision medicine? It’s when we apply our unique genes, lifestyle, and environment to identify a therapy that’s most likely to succeed. Originally called “personalized medicine,” it has evolved to include a host of fancy tests to predict response to treatments. When the NIH launched the All of Us Research Program in 2016, the concept truly caught fire. Today, precision medicine aims to treat every patient like a bespoke suit—offering care that is perfectly fitted to each individual.
So, why not apply this same idea to discussing climate change and planetary health? With political winds shifting like poorly tied shoelaces, it’s time we communicate differently. Enter precision communication.
Tailoring the Message
Just like a well-made suit fits better than one bought off the rack, precision communication fits the message to the listener. A passionate call to save the planet might excite environmental activists, but it won’t budge busy hospital administrators struggling with tight budgets and staff shortages.
Precision communication is rooted in human-centered design—it starts with empathy. In design, we create something for a specific user, not for everyone. Similarly, our messages in sustainability should address the unique needs of healthcare workers, whose top concerns are patient outcomes, finances, efficiency, quality, innovation, managing risk, and retaining top-notch staff.
Take a hospital administrator under constant pressure to improve patient care while cutting costs. To reach them, we must ask: how can green practices cut costs or lower risks? How will these ideas improve efficiency or quality? By speaking in practical terms, we can offer solutions that matter to them.
A Custom-Fit Approach
In today’s charged political climate, it’s easy to rely on grand ideas. Yet, grand calls to save the planet or fight for justice miss the mark for those juggling 100 different challenges.
Let’s accept an unspoken tenet of modern healthcare:
“Idealism is often traded for spreadsheets.”
Busy professionals need clear, practical benefits, not lofty ideals.
So, what does precision communication look like? It starts by asking, “What does my audience need most?” For some, this means lowering costs; for others, it could be improving patient safety or operations. When we address these issues, we shift sustainability from nice-to-have to must-have.
Consider energy-efficient hospital buildings. For a facilities manager, the benefits are clear: lower utility bills and better reliability. For clinicians, well-designed buildings can mean fewer delays and more comfort for patients. By sharing these advantages, we connect green practices to the daily needs of healthcare workers.
Sustainability: The Case for Empathy
At its heart, precision communication starts with empathy—understanding the world from another’s point of view. Just as precision medicine tailors care to each patient, precision communication fits the unique needs of the healthcare workforce. Instead of shouting big ideas, let’s speak in ways that meet people where they are.
Yes, our planet needs us all to act, and the challenges of climate change are huge. But when speaking to healthcare professionals, let’s focus on how sustainable practices can make their jobs easier, save money, and improve care.
Can we change our message from “saving the planet” to “saving time, money, and lives?”
A Call to Action
The way ahead is clear. In a world of giant political and social shifts, our communication must evolve to meet the needs of different audiences. Precision communication isn’t about watering down our message—it’s about sharpening it. By addressing the real challenges of healthcare workers, we turn sustainability from an abstract idea into a practical tool.
Let’s rise to the challenge by speaking directly to the needs of healthcare professionals. We can turn sustainable practices into key solutions for costs, risk, and quality.
And it’s not only our message; how we deliver the message is just as important. As Kim Grob, communications expert and founding partner at Right On recommends, “also consider where and how to communicate–different channels and formats work better for different audiences.”
Precision communication is not just the path forward—it’s the bridge to a greener future. Let’s build that bridge, step by step!
