In medical school and residency, I was exposed to a "right care" approach by preceptors who championed Evidence-Based Medicine (EBM) and patient-centered care (PCC). This tended to be in rural, geriatric, and palliative care settings.
However, it wasn't until I heard about Choosing Wisely in the Hospitalist literature in late 2011 that I realized there were some formal education and policy efforts aiming to promote this approach to practice. Now, the American Board of Internal Medicine (ABIM)'s project, Choosing Wisely, has become a well-known entity.
No one likes being told "you are doing it wrong." But physicians do want to give the best care possible, empower patients, and learn about new developments. We enjoy being shown that "you can do it better" and there's no better way to inspire us than framing this as an invitation to be professional.
I've certainly heard the call to action, and I hope you will too: