Interventions on the right care initiatives

The right care initiatives soon grew to something called the be there campaign. in this be there campaign we developed what we think is a really audacious goal of eliminating heart disease and stroke and something we called making San Diego a heart attack and stroke-free zone. what would make us consider such an audacious goal?

We thought by going for a goal and making San Diego heart attack and stroke free that we would capture the attention of the public, we would cut through the background of health oriented messages that people are always receiving. we extend our program to every citizen of San Diego. and we would involve them in their own health care. in fact, our strategy was to contain ownership of this program to the community at large rather than to the doctors and nurses. and we wanted to exploit the community the arrogance of people from San Diego, who believe they live in the very best place in the  world and they are uniquely blessed. and so exploit that arrogance to get information to work together to reduce heart attacks and strokes, and our program was aimed at activating patients to becomes screened and then in listening and recruiting physicians to implement the optimal medical care and to ensure comply plainsman over a long period of time. we had funding from jack and Judy, $660,000.

We formed a committee between the private sector and between government, especially San Diego county, to move forward in this project. we understood from the beginning that facts alone are not often enough to get people to change behavior. to be most effective the changing behavior you need an emotional touch. and so we -- we were focused on a saying by Robert some time ago, when something is missing in your life, it usually turns out to be someone. and so we felt that we would be more effective in driving change in behavior by appealing to individual's choice to benefit a loved one than to benefit themselves.
So that doing things for a loved one would be more likely to happen than doing things per yourself. and that generated the be there campaign. now, i understand that names are not usually allowed at this meeting, but we've been granted this exception because we think we have an unusual convergence of virtually every health care provider in San Diego. as you can see from the list of our steering committee, if you see San Diego, the crypts of the American heart association, the health plan. we have representatives of the naval hospital, on the VA hospital, the California crime and care coalition, and very importantly, the San Diego medical society.

Perhaps of greatest importance, we have the full participation of the San Diego county public health and human services department. so our be there campaign is aimed also at exploiting the robust technology industry we have in San Diego. we have a very, very vibrant wireless medical technology. and we plan to join with them in this effort so that our be there campaign can act as a test tube of development and evaluation of some of these technologies and to en-hang patience patient compliance. cardiogram through wireless technology or utilizing pills that after following could emit a signal that would be detected. or various denials we departments that we could ensure in long-term compliance.

We've already began and we have a variety of activities that are under way. i told you about your university of best practices, which is our vehicle to enlist physicians. we planned a number of screening events at shopping malls,pharmacies, schools. and especially in the faith-based groups that exist in San Diego will distribute pamphlets, pens, and other types of materials. in fact, we plan to have an extensive multimedia campaign that will involve all meeting platforms.