Listening to others, the human side of beer and healthcare

True confession time, I’m loving the recent weeks of sunshine. I know I shouldn’t be complacent; our heatwave is definitely down to the climate changes we (the human race) are responsible for bringing about. But I love being able to walk around outside (in our garden) in nothing more than a pair of shorts. I know I have also changed my behaviour in response to the recent fine weather. For example, I have taken to pouring myself an ice cold beer to drink sitting in the garden for 30 minutes or so before starting the evening. Now folk who know me, will think I have perhaps lost my way. Most know me for drinking wine and the occasional whisky. Never beer. Likewise, I have no idea where this change in habit has come from. Don’t get me wrong. I only have one beer and then return to my wine.

One beer seems to be more than some folk in the US have been drinking just recently. Anheuser-Busch, the makers of Bud Light, a long time No1 bestselling beer in the US, has endured a dreadful past 3 months. Sales have plummeted and at one time they lost over £21 billion in the value of shares in the company. Their problems stemmed from when the transgender influencer Dylan Mulvaney posted a picture of her holding a Bud Light can, with her picture on it, announcing her partnership with Bud Light. Social media, particularly the anti-trans communities, unleashed a furious hate filled campaign regarding the Bud Light brand – the consequence for the company was an unprecedented drop in sales. Dylan herself seems unperturbed by the trolling and social media hatred she has received.

The company said it has suffered this backlash because it ‘politicised’ Bud Light, which has alienated many of its customers. On one side, there are those who have little sympathy for the LGBT+ community and on the other side, those in the LGBT+ community who were enraged by the company’s lacklustre response to the boycott and social media storm. Recognising that they might have misunderstood their customer base somewhat, Anheuser-Busch has started a marketing campaign that features a more traditional ‘All American Dream’ version of those folk that drink their beer. I think this too is destined to fail. I’m not sure they are listening attentively to what people are saying. As such, the company probably has a long way to go before regaining its place as a market leader.

There was another story last week that highlighted the need to pay attention to what the general public considers might be important, who they might trust, what aligns with their values and how much they are willing to change their behaviour. And no, it wasn’t anything to do with the Brexit vote anniversary. That deserves a blog in its own right. No, it was the story of how both major UK political parties promised to make a huge investment in the use of artificial intelligence (AI) in healthcare. Of course, in NHS terms, huge doesn’t necessarily mean a large amount. Indeed, the figure reported was around £21 million. Compared to the £21 billion loss faced by Bud Light in the last 3 months, this is a rather paltry sum. But we have to start somewhere, I guess.

Whilst AI has an undoubted and growing place in supporting healthcare services, recent research indicates that the general public, in the main, are deeply sceptical of new technology such as AI, and in particular AI being used in front line healthcare. They still prefer doctors and put more faith in the doctors’ ability to look after them than anything promised by AI. Some of this might be down to not perhaps understanding AI, and let’s be honest, who amongst us really does? That said the research revealed there were some folk who thought AI could help doctors make a better diagnosis. There is some evidence this might already be happening in some areas of healthcare, particularly in medical imaging and decision support. 

There are already AI-based approaches that are 40 times more accurate in analysing chest x-rays, and can make a reliable lung cancer diagnosis in less than 30 seconds. This has to be good news for the individual patient, The time saved means that an estimated 600,000 more x-rays could be performed each month across England. Likewise, AI-based technology that can diagnose strokes is being rolled out and will be in use across all stroke services by the end of this year. Patients will get treated more quickly, which will help ensure better outcomes for all.

However, as great as these developments are in themselves, they will probably add to the NHS capacity problems rather than resolve them. For example, in March this year, cancer referrals were up 120% from their pre-pandemic levels. The strain on the NHS has moved from diagnostic services to treatment services. Additionally, if the public’s scepticism over the added value of AI in healthcare is not managed effectively, progress towards realising the benefits will be slow. Arguably, the biggest factor in managing this will be addressing the value people place on the human contact that has for so long been the mainstream approach of all healthcare. Just consider the difficulties there have been post-pandemic in persuading people to access primary care virtually. So many folk feel that unless they can sit in the GP’s office and speak face-to-face with him or her, then they are not receiving the best care possible.

Harnessing the best that AI has to offer AND maintaining that human interaction means the NHS addressing underlying workforce issues. We are expecting a new national long-term workforce strategy anytime soon, which in NHS terms could mean next week, month, the next 6 months or even next year. In my view it can’t come soon enough. Perhaps, what we don’t need in the meantime, are any more politicians promising us that the earth might be delivered though AI. Let’s all keep our feet firmly on the ground please.