The COVID-19 pandemic has been one of the largest public health crises in modern times and exposed serious faults in global public health systems. The U.S. was not alone in its slow response.
We all remember when testing was inaccessible and communication around safe practices was inconsistent. Equally important, your zip code and other demographics were (and still are) critical to your survival of a diagnosis.
Despite hurdles, partnerships were established to invest in new technology and to develop a vaccine. The scientific community achieved extraordinary breakthroughs with remarkable collaboration.
On the public health side, however, troubles arose with vaccine distribution and perceived safety. Misinformation, unequal care and imbalanced decision-making did not help.
While Colorado fared better than other states, cracks in the public health system overshadowed the extraordinary contributions our professionals made — despite fewer financial resources and other headwinds. What can we learn from the partnerships that brought us exciting new treatments? How do we address the shortcomings in health systems?
As dean of the region’s only school of public health, I have questioned the lack of transformational investments in public health. With COVID-19 commanding less attention, are we investing in the people who saw us through the pandemic? Are we thinking about the next emergency and the role of public health?
So far, seismic investments in public health have not been made. Rather, they have all but vanished.
In my view, public health grapples with three widely held myths: it isn’t sexy; it isn’t a science; and it is invisible until it fails. We need to change these perceptions now.
Myth No. 1: Public health isn’t sexy
Scientific discoveries are exciting. The idea of a wonder drug is enticing. The hope for a discovery remains high regardless of the risks, costs, time and chances of success.
However, breakthroughs in public health are equally exciting. But, are big funders, governments, the private sector and others tuned in?
Public health breakthroughs have changed the course of history and prevented countless deaths. During the first 10 months following COVID-19 vaccine availability, more than 200,000 lives were saved in the U.S.
This success should be celebrated. Yet, the widespread and truly remarkable achievements of public health (real time data monitoring, vaccine uptake, etc.) were not promoted as lifesaving.
Those working in public health must think about how to make it more appealing and create a narrative to bolster our work. The field improves lives so life can be more enjoyable. Coloradans understand the importance of fresh mountain air, safe drinking water and preserved green spaces. Public health is foundational to these attributes.
Myth No. 2: Public health isn’t a science
The American Public Health Association defines public health as “a science-based, evidence-backed field that strives to give everyone a safe place to live, learn, work, and play.”
Since the pandemic, public health has been called into doubt. Science has been lost in translation, and the art of sharing our impact has faded.
To change this perception, public health professionals must communicate the considerations and rigor that is embedded in all we do. We tend toward humility, despite evidence demonstrating greatness.
Recently, avian flu has spread to cows in northern Colorado, and there are growing concerns about transmission to humans. Public health professionals are best equipped to develop responses to lurking crises because the profession sits at the nexus of health, behavior, environment, policy and more. The totality of the work makes public health indispensable.
Myth No. 3: Public health is invisible until it fails
Despite the struggles with appeal and misconceptions about science, public health tends to be invisible. Public health is taken for granted because it is incorporated in daily life.
Safe food, hand washing and no smoking policies are now the norm. When seatbelt laws were introduced in the 1980s, they were divisive. Seatbelts are now readily accepted and are the most effective means of preventing injuries and death in a crash.
In contrast, the 2014 water crisis in Flint, Michigan, is a prime example of how public health priorities, when met with political resistance or poor leadership, can be a detriment to all. It is incumbent upon us to remind our neighbors, policymakers, funders and others about the value of public health interventions. In doing so, we can regain trust and adopt new strategies to make communities safer.
Public health saves lives. Public health is a science. Public health is sometimes invisible because it works. There are not enough resources to treat every person who needs medical assistance. Public health prevents the conditions that require medical treatment.
These myths hinder advancements in public health, and we must work together to dispel them. Articulating the science and excitement as part of our education and workforce preparedness and elevating what we do in all communities will position Coloradans for healthier futures.
Public health has a PR problem; together, we can fix it.
Cathy J. Bradley, Ph.D., is the dean of the Colorado School of Public Health and the deputy director of the University of Colorado Cancer Center. The Colorado School of Public Health is a partnership comprised of the University of Colorado, Colorado State University and the University of Northern Colorado.
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