As the term of the current president of the Colorado Medical Society (CMS) comes to a close in September, the outgoing leader reflected on their experiences and shared insights about the importance of the physician-patient relationship. In a final letter to colleagues, the president emphasized gratitude for both the opportunity to serve as a physician and to lead CMS over the past year.
The letter recounted personal experiences that shaped their medical career, including early aspirations to care for women and families during significant life events. The president described moments of both joy and challenge, such as supporting families through childbirth or guiding them during difficult losses.
One story highlighted involved a 68-year-old patient who had avoided gynecological care for years. Through building trust during their visit, the patient eventually revealed a longstanding concern that led to an early cancer diagnosis and successful treatment. The president noted that this outcome was possible because of time spent establishing rapport: “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.”
The letter also addressed broader trends affecting health care, including public debates stemming from the Covid-19 pandemic and concerns about misinformation. These issues, according to CMS leadership, have shifted focus away from what matters most—the connection between physicians and patients.
To address these challenges, CMS is partnering with the American Medical Association on a new communications campaign called “Your Care is at our Core.” According to CMS, “This new communications strategy aims to highlight the sacred bond between physicians and patients.” The effort is part of CMS’s updated strategic plan aimed at increasing public trust in health care by reminding Coloradans that “physicians are compassionate and empathetic healers dedicated to delivering the very best care to their patients.”
The campaign will use multiple media channels to reinforce messages about empathy, compassion, and dedication within medicine. Leadership 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.”
The outgoing president concluded by expressing appreciation for having served both fellow physicians and patients throughout their tenure.
