Some early data has come out on the efficacy of the Choosing Wisely campaign. The research focused solely on whether medical practices targeted by the campaign were reduced in frequency. The findings [Rosenberg A, Agiro A, Gottlieb M, et al. Early Trends Among Seven Recommendations From the Choosing Wisely Campaign. JAMA Intern Med. Published online October 12, 2015. doi:10.1001/jamainternmed.2015.5441] were pretty anemic. Two practices decreased slightly, two increased slightly, and rest remained about the same. As usual, Aaron Carroll at The Incidental Economist has a wonderful summary. You can find it on YouTube: https://www.youtube.com/watch?v=3KnVV51dz9g
The researchers conclude that “These results suggest that additional interventions are necessary for wider implementation of Choosing Wisely recommendations. ” Golly gee, Mister Wizard! Maybe, as I suggested previously, some of these interventions could focus on helping health consumers to question their doctors, instead of focusing solely on physician behavior.