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Caring Physicians of the World Initiative
The WMA Caring Physicians of the World Initiative
Yank D. Coble, MD, Chair, WMA Caring Physicians of the World Initiative
Otmar Kloiber, MD, Secretary General, World Medical Association
“The most important thing is caring, so do it first,
for the caring Physician best inspires hope and trust.”
Sir William Osler
Caring, Ethics and Science are the three fundamental and enduring traditions which unite
medical professionals and their patients around the world. Because of these universal
traditions, we find global similarity in physicians’ and patients’ desires and concerns, despite
the enormously disparate environments and circumstances in which physicians care for
patients.
The Caring Physicians of the World Initiative (CPWI) was designed to restore
enthusiasm and optimism in medicine, through medical and social leadership based on the
enduring traditions of the medical profession: Caring, Ethics and Science. The initiative
was conceived in Helsinki, Finland at the 2003 Annual Meeting of the World Medical
Association.
The World Medical Association (WMA) represents physicians around the world, and provides
a global forum for physicians to communicate, to cooperate and to promote high standards
and professionalism. The WMA is a federation of National Medical Associations (NMAs)
representing over eight million physicians in more than 90 countries around the world. It
was founded in 1947 with the mission to “serve humanity by endeavoring to achieve the
highest international standards in medical education, medical science, medical care, and
medical ethics, and health care for all the people of the world”. This unique partnership of
physicians enhances the health and quality of life for people all over the world.
As part of its work to achieve high standards in medicine, the WMA conducted a survey of
physicians in over 40 countries around the globe in 2003. Survey results revealed
physicians’ concerns about access to quality safe medical care, appropriate professional
autonomy to provide that care, and adequate resources and facilities to deliver care.
Physicians were also seriously concerned about the regulatory, legal, political, and other
barriers to providing care, as well as governmental attitudes regarding medical care as an
expense, rather than an investment with positive return. To a large degree, physicians
around the globe felt marginalized, threatened, and demeaned. They requested the WMA
provide increased information on health systems and greater exchange of experience
between physicians throughout the world. The physicians requested vigorous
communication of the values of the medical and health professions and the well documented
value in relieving distress, despair, disease, disability, and premature death, and the
extraordinary return on investment in medical care and public health. Physicians also felt
they needed to enhance their own knowledge and skills in leadership and advocacy for
patients, public health, and the medical profession.
Center for Global Health and Medical Diplomacy 1 UNF Drive Jacksonville, FL 32224‐2645
Tel: (904) 620‐1211 Fax: (904) 620‐1943 http://www.unf.edu/brooks/center
02 June 2009
1
The WMA resolved to address these global concerns in 2004, and formed a partnership with
an experienced sponsor, Pfizer, Inc. They developed the Caring Physicians of the World
Initiative (CPWI), chaired by WMA President-elect Yank D. Coble, MD. Through this
initiative, the WMA would unite NMAs around the world, implementing a multipart program
to address the identified global concerns of physicians.
Phase I of the CPW Initiative: Connecting
The goal of Phase 1 was to connect with NMAs around the world, enhancing global
communication. The WMA reached out to NMAs and regional associations such as MASEAN
and CONFEMEL, building relationships and increasing participation and leadership in the
World Health Organization (WHO) and World Health Professions Alliance (WHPA). WMA
officers visited Africa, Europe, Latin America, the Middle East and North America, as well as
making multiple visits to India and China. These outreach visits by WMA officers enabled
them to learn more directly about circumstances, needs, and desires, and to obtain support
and increase advocacy for the values of the medical profession.
Phase II of the CPW Initiative: Inspiring
The goal of Phase II was to inspire, building enthusiasm and optimism for the medical
profession, by showcasing exemplary physicians from around the world in a compilation of
“Caring Physicians of the World.” This publication showcased 65 physicians from 58
countries: heroes and social leaders, who were nominated by their NMAs as exemplifying
the enduring traditions of caring, ethics, and science.
Plans for the book were announced at the WMA Annual Meeting in Tokyo, 2004. NMAs
nominated over 200 physicians; 65 physicians were interviewed, photographed on site, and
memorialized in the publication. The book was presented at the 2005 WMA Annual Meeting
in Santiago, Chile and the regional conference of CONFEMEL.
Subsequently, the message of the Caring Physicians of the World was
communicated to NMAs, medical schools and specialty societies,
government, media, businesses, philanthropies, and multiple other public
and private associations and organizations around the world. In May
2006 the Caring Physicians of the World Book and Initiative were featured
at a luncheon reception of over 200 Ministers of Health and other health
and medical leaders following the opening sessions of the World Health
Assembly. The preface, describing the relevance, importance and power
of caring, ethics and science.
Phase III of the CPW Initiative: Collaborating
The goal of Phase III was to enhance collaboration, forming regional partnerships in areas
around the world, to enhance communication, collegiality, and advocacy for patients, public
health, and the medical profession. With WMA officers’ participation, and the Pfizer
partnership and support, Dr. Otmar Kloiber, Secretary General of the WMA and host NMAs
organized highly successful regional meetings in Johannesburg, Prague, Santiago, Tokyo,
Bangkok, Shanghai, and Amelia Island, Florida. These regional meetings focused on
effective ways to address the primary issues for patients, physicians, and public health.
During these meetings it emerged that there was a growing desire for improving physicians’
advocacy and leadership skills.
Center for Global Health and Medical Diplomacy 1 UNF Drive Jacksonville, FL 32224‐2645
Tel: (904) 620‐1211 Fax: (904) 620‐1943 http://www.unf.edu/brooks/center
02 June 2009
2
Phase IV of the CPW Initiative: Developing
The goal of Phase IV was to address this emergent need for development of physicians’
advocacy and leadership skills. Throughout 2006 and 2007 the WMA, in collaboration with
INSEAD and again with the partnership of Pfizer, Inc., developed the WMA/CPW
Leadership Course. The program was designed to develop the skills and knowledge
needed for medical and social leadership, enhancing the abilities of medical professionals to
advocate more effectively for medical care, education, research, ethics, and the medical
profession.
The inaugural course was held on December 2-9, 2007, at INSEAD in Fontainebleau, France.
Thirty three colleagues, selected by their NMAs in 22 countries, participated in the course.
Program modules focused on developing physicians’ leadership and advocacy skills,
enhancing their abilities to advocate more effectively for medical care, education, research,
ethics, and the medical profession. The program included modules on the Value of Medical
Diplomacy and Traditions, Global Healthcare Systems, Physicians Perceptions of the
Profession, Individual Judgment and Group Decision Making, Conducting Business Across
Cultures, Effective Leadership Styles, the Art and Practice of Lobbying (Advocacy), Defining
and Achieving Negotiation Success, Multiparty Negotiations, Coalition Building, Improving
Cross Cultural and Virtual Communication, Navigating the Media Environment and Media
Training.
Feedback from program participants was extremely positive, and participants reported an
increase in communication between program “alumni”. Due to the success of this initial
leadership and advocacy development program, a second WMA/CPW Leadership Course was
scheduled to take place in Dec. 2008.
The 2008 WMA/CPW Leadership Course was held at INSEAD, Fontainebleau, on Dec. 1-6,
2008. This course provided leadership training for 32 physicians from 20 countries. The six-
day intensive curriculum focused on proficiency in decision-making, participation in public
debate and preparation to serve as spokespersons on key health care policy issues. The
program included modules on the Healthcare and Organized Medicine, Economics of
Healthcare, Physician Perception Research, Effective Physician Advocacy, Conducting
Business Across Cultures, Navigating the Media Environment, the Art and Practice of
Effective Advocacy, Multiparty Negotiations, Coalition Building, Individual Judgment and
Group Decision Making, Effective Leadership Styles, as well as extensive practice in Media
Training.
Due to the success of these first courses and the global mission of the course, an annual
program has been instituted. The third WMA/CPW Leadership Course is scheduled to take
place at INSEAD Singapore, Feb. 8-13, 2010.
Center for Global Health and Medical Diplomacy 1 UNF Drive Jacksonville, FL 32224‐2645
Tel: (904) 620‐1211 Fax: (904) 620‐1943 http://www.unf.edu/brooks/center
02 June 2009
3
.
WMA/CPW Leadership Course 2007
Phase V of the CPW Initiative: Applying and Achieving
Phase V is an enduring phase in which WMA will explore application of the CPW principles
and achievement of the CPWI goals. One of the first examples of CPWI Application can
be found in Indonesia.
Two Indonesian Medical Association (IMA) leaders, Dr. Fachmi Idris and Dr. Taufik Jaaman,
were participants in the December 2007 WMA/CPW Leadership Course. They proposed an
Indonesian Caring Physicians Initiative for their IMA Centennial Annual meeting in May
2008. They began planning, and by early 2008 had the support of the President of the
Indonesian Republic, collaboration of the Minister of Health, and additional support.
The IMA created a video documentary of 100 years of Indonesian history, and a new book,
Indonesian Caring Physicians, edited by Dr. Taufik Jaaman. This book profiles 112
Indonesian physicians, nominated as heroes and social leaders, exemplifying the enduring
medical traditions of caring, ethics, and science. The publication
includes messages from the Indonesian President, and the Minister of
Health, and the WMA. Both books, the Caring Physicians of the World
and the Indonesian Caring Physicians, were presented to the
Indonesian President and Minister of Health at the IMA Centennial
Anniversary at a large event held at the President’s Palace, May 28,
2008, and to the faculty and students of the Indonesian University
School of Medicine by IMA and WMA officers with presentation
addresses. The opening of the IMA Centennial Meeting and exposition
featured the ICP book, video, and initiative.
The WMA is proud of the growth and achievements of the CPW Initiative. However much
remains to be accomplished in, by and for the medical profession. Global threats of
communicable and non-communicable disease persist, despite unparalleled progress in
Center for Global Health and Medical Diplomacy 1 UNF Drive Jacksonville, FL 32224‐2645
Tel: (904) 620‐1211 Fax: (904) 620‐1943 http://www.unf.edu/brooks/center
02 June 2009
4
biomedical science, public health and medical care. Barriers to care flourish, created by
ineffective, inefficient, and sometimes even corrupt governments. The public is confused by
terms such as providers instead of professionals, customers instead of patients, health care
instead of medical care, and the pollution of scientific information by media, and distortion
by legal and regulatory systems. They are understandably distrustful. However there is
good reason to be optimistic, because of the justifiable enthusiasm physicians have for the
value and values of their profession, and the ability to be useful. The CPW Initiative has
helped to clarify the assertion of physicians around the world that effective leadership, hard
work, a clear definition of responsibilities and rights as a profession, and a mission beyond
self, will result in significant and measurable success.
• The CPWI has a focus on Patients: working to inspire hope and trust, as well as to
reduce disease, despair, disability and premature death.
• The CPWI has a focus on Rights: promoting the right of all patients to choose
physicians providing care based on a singular ethical commitment to them, using the
best available science, in a caring manner. To provide this level of care, physicians
require the right to appropriate autonomy, self regulation and advocacy for patient
health.
• The CPWI has a focus on Responsibility: endorsing ethical and science-based
care, and social leadership in advocacy for patient care and public health.
• Finally, the CPWI has a focus on the Value of Medicine: both economic and
humanitarian. The Economic Value represents the positive financial return of
investment in medical care and biomedical research. The Humanitarian Value
represents the immeasurable worth of reducing disease, despair, disability and
premature death.
The goal of the CPWI is to restore enthusiasm and optimism in the field of
medicine, through medical and social leadership based on the enduring traditions
of the medical profession: Caring, Ethics and Science. The CPW Initiative exemplifies
the triad of medical traditions, Caring, Ethics and Science, emphasizing that caring
physicians of the world are committed to and effective at medical and social leadership. The
CPWI mission is to help physicians throughout the world, despite the diversity and adversity
of circumstances, to communicate Caring and compassion, with the best Science and
highest Ethics, in every professional interaction.
Center for Global Health and Medical Diplomacy 1 UNF Drive Jacksonville, FL 32224‐2645
Tel: (904) 620‐1211 Fax: (904) 620‐1943 http://www.unf.edu/brooks/center
02 June 2009
5
Presentation of the Caring Physicians of the World
Dr. Fachmi Idris, President of Indonesia Medical
Association, presents the book of Caring Physicians of
World to Dr. Susilo Bambang Yudhoyono, President of
Indonesian Republic
Ceremonial Event at the Presidential Palace
(L-R) Dr. Fachmi Idris, President of Indonesian Medical Association;
Dr. Siti Fadilah Supari, Health Minister of Indonesian Republic;
Dr. Susilo Bambang Yudhoyono, President of Indonesian Republic;
First Lady of Indonesian Republic; Dr. Yank Coble, Past President of WMA