How can the perception of medical laboratory professionals as ‘hidden health workers’ be changed?

One of the most common statements within our medical laboratory profession is that the public does not know who we are or what we really do. As a perception I would add this slant. Does that represent that we are not on the national news or front page of the paper or simply just invisible to the general public?

Yes, mainstream media is important, but it is only one part of the puzzle for promoting medical laboratory professionals and our vital health role. I can do a Google search and find literally hundreds of national media stories I have been part of over the years but ultimately has that improved our professional visibility and status? I would say probably not. Yes, it has personally enhanced my own profile, but that has most certainly not resulted in major positive transformational changes across our New Zealand (NZ) Pathology sector, well not yet anyway!

How can we promote and support our profession more effectively? How can we then transfer that into a form that can readily be picked up and run with by all we communicate with. It is an immense challenge, but I will pass on some of my real time learned lessons that can be transferred into action.

Tips for promoting the profession

Identify your target group for promotion.

I can tell you that public perception can be fickle and related to sensationalism and news headlines. Widespread attempts to encompass the wider public always work best as part of the multidisciplinary health picture. Doctors and nurses will continue to receive most of the public recognition for healthcare, and this is unlikely to ever change. But standing alongside shows a collaborative picture that will benefit our profession more than you may realise.

Politicians make national decisions regarding healthcare provision.

If you think that communication and engagement with politicians is not part of our role as national professional leaders, think again. You need to be across current government, opposition and all political parties. Being neutral but persuasive and knowledgeable will get you and our profession at the very least on the political radar. Remember politicians always twitch when you mention the word risk, but nod and notice when you provide the solutions to alleviating risk. This is a trait that all skilled political communicators have quickly learned. Go and visit your local MP and tell them all about what you do and how they can support your role within health, you might just be surprised by the positive response you and your colleagues get.

Community engagement is essential to gaining local public support.

Anything to do with the local hospital and health services will get huge public support and community leaders are well tuned to taking advantage of this. Every hospital needs a lab service so get involved and suddenly you will find the local press and your local council members coming to you to explain why diagnostic services are so important for the health of the community.

One of the biggest challenges is getting a seat at the table within national health hierarchies.

This takes significant engagement and persistence. Everyone in health understands how important diagnostic medical laboratory services are, but they don’t always have the knowledge or confidence to get involved in what is often seen as a closed and hidden part of health. Professional leaders can provide this missing link to engagement and knowledge. Health leaders will quickly involve you when the words risk and solutions are intertwined into conversations around policy and strategy.

Engage with our health professional colleagues at both a society and individual level is critical.

I ask you all this, how many times have you spoken at a GP, senior doctor or nursing conference about medical laboratory science? Meeting and engaging at this level means medical laboratory science is suddenly put right in front of where it needs to be. Keep the interprofessional engagement going and watch how your networks grow and prosper and suddenly the promotion of the importance of laboratory diagnostics becomes topical.

Patient advocacy should always be front and centre of any communication and engagement.

I have deliberately made myself available for medical science advice across a wide cross section of advocacy groups. The diagnostic expertise factor may not always be considered in these groups, but participating allows for the exchange of knowledge in both directions. Living and breathing the challenges that patients face brings a whole new level of professional appreciation and determination to improve our service provision. Patient advocates promoting our vital role are gold to gaining support and increasing our profile.

Take opportunities as they come up.

It is not always ‘someone else’s job’ to promote, engage and represent our profession. I take great pride in talking about the role that our medical laboratory workforce has in our local community. We are essential cogs in a functioning social and health environment. I have branched into speaking engagements across all community and education settings both regionally and nationally. It is such a buzz for our professional roles to be promoted and respected within our communities.

Social media promotion is important and has widespread reach.

But huge words of warning here, be careful what your content includes. Employers and professional regulators have expectations and rules that must be followed. Don’t get caught out and always get a second trusted person to check before you post work-based or professional content. Be respectful in professional comments. Done properly the impact can be immense and far reaching both nationally and internationally.

Embracing media and community engagement for meaningful advocacy

National level promotion and engagement is not everyone’s calling but individuals can do their bit by not letting opportunities pass. By engaging in your local community to presenting at interdisciplinary forums, there are always opportunities out there.

Media training is useful, but I will temper that with saying we all know those who are best suited for the media environment. Luckily for me, the pandemic came at just the right time to gain a significant media profile and provided learning on the run in a dynamic situation. Having TV cameras and microphones thrust in your face quickly gave me an appreciation and experience that I have taken with me on my health advocacy journey.

I encourage everyone to give a few of these ideas a go. The personal growth and wider professional benefits are well worth the effort.

This interview is published as part of the global CLINICAL24 conversation, highlighting challenges facing clinical laboratories and exploring the technology solutions to overcome them.

Further reading from Terry Taylor: Why effective pathology leadership matters, lessons from New Zealand