As the current president of the Colorado Medical Society (CMS) prepares to conclude her term in September, she reflected on her experiences and outlined a new initiative aimed at reinforcing the relationship between physicians and patients. In her final letter to members, she expressed gratitude for the opportunity to serve over the past year.
The outgoing president recounted her early desire to become a physician, specifically caring for girls and women. She described being present during significant moments in families’ lives, including both joyous occasions like childbirth and difficult experiences such as pregnancy loss.
She shared an example from her practice involving a 68-year-old patient who had not seen a gynecologist in many years. The patient was initially reserved but gradually opened up during their conversation. After addressing several minor concerns, the patient revealed a spot on her vulva that turned out to be cancerous. Early detection led to successful treatment. The president noted, “I don’t think she would have opened up to me if not for the initial time we spent at the beginning of the visit building trust and rapport.”
She emphasized that all physicians share a commitment to helping people live longer, healthier lives. This dedication is central to CMS’s new communications effort with the American Medical Association called Your Care is at our Core.
The campaign seeks to highlight what CMS describes as “the sacred bond between physicians and patients.” According to CMS, recent challenges—including debates over Covid-19 responses and widespread misinformation—have affected public perception of health care professionals. The organization believes these issues have shifted focus away from core values such as trust and evidence-based care.
CMS’s strategy aligns with its updated strategic plan focused on increasing public trust in health care providers. The multi-media Your Care is at our Core campaign aims to remind Coloradans that physicians are committed healers who prioritize compassionate care.
The president stated: “Your Care is at our Core highlights that physicians are patients’ strongest allies in the pursuit of improved health. We hope we can remind the public of ‘who’ physicians are and rebuild an awareness of physicians’ dedication to their patients – all to strengthen the profession, your practices, and our advocacy on your behalf.”
