Our conversation has the power to change culture.

Only in 1999, OxyContin was marketed with slogan "The One to Start With and the One to Stay With".  This foreshadowed the unfortunate opioid crisis.  I believe some other prevailing delusional mindsets may have also led to crisis.

I believe family physicians may be in a position to lead an honest conversation rather than accepting the prevailing mindset - that all sufferings are to be avoided.

Much of prevailing mindset is perpetuated by advertisement slogans that sells substitutes based on the promises of relieve from suffering.

Substitutes for water

Coca Cola – Open happiness
Sprite – Obey your thirst
Coca Cola – It’s the real thing
Beer - Where there's life, there's Bud.
Champale Malt Liquor – Champale Makes You Feel Special, Every Day
Remy Martin - Become guest of honor
Red Bull – “It Gives You Wiiiings!”
Dr Pepper – “What’s the Worst That Could Happen?”

Substitute for nourishment

Wheaties – The Breakfast of champions
Frosted Flakes – They're G-r-r-r-r-eat!
McDonald’s – You Deserve a Break Today
Burger King – Have it your way
Kit Kat – “Have a Break, Have a Kit Kat”
Winston Cigarettes – Winston Tastes Good Like A Cigarette Should

Substitutes that extinguishes health warnings signs

Alka Seltzer – I can’t believe I ate the whole thing
Rolaids - How do you spell relief?
Pharmacy - A daily dose of happily better afters.
Pharmacy - Want drug, Meet us
OxyContin - The One to Start With and the One to Stay With

Substitutes that perpetuates the illusion of inadequacy.

L’Oreal – “Because You’re Worth It”
DeBeers – A diamond is forever
Lexus – The relentless pursuit of perfection
Alfa Romeo - Beauty is not enough Power for your control
Chrysler - Drive = Love
Disney Land – The happiest place on earth
Vacation - Happiness Is Just Around The Corner
Vacation - Another Day In Paradise

I am of the opinion that by befriending my sufferings and pains, I can discover the message of wellness.  My behaviour can be informed by pain and sufferings.
It is my opinion that physicians have the opportunity to engage patients in their moments of pain and sufferings.  In my experience, during these moments, patients are more open to share their illness experience and receptive to other's wellness perspectives.

Clinical encounters with patients gives me the opportunity to share the following personal perspectives:

1. Healthy behaviour can repair and prevent illness.
2. Healthy behaviour is no more discretionary than compliance with medications, brushing teeth every morning or getting routine oil changes for my car.
3. Role modelling of healthy behaviour is a personal, familial and social responsibility.
4. My needs for healthy behaviour are no different than my patients.
5. My conversation (about healthy behaviour) has the power to change culture (of wellness)