By Marc Tressler, DO
In 1988 an upstart advertising firm in Portland, Ore., was approached by ‘Buck” Knight to help with his company’s print and television campaign.
Interestingly, Dan Weiden found inspiration in the last words spoken by Gary Gilmore moments before he was executed by firing squad in Draper, Utah in 1976. Just before his life ended, Gilmore shouted “Let’s Do It.” In 1988, Weiden’s famous slogan “Just Do It” was born out of Gilmore’s final words and has come to be considered one of the top five slogans of the 20th century.
Weiden described his slogan as “a tough, take no prisoners, intensely personal” ad campaign targeted at all Americans — regardless of level of physical fitness. It is believed that the “Just Do It” campaign took Nike’s athletic shoes market share from 18 percent to 43 percent in the United States. In recognition of the impact of Dan Weiden and his slogan, the two were enshrined into the Smithsonian Institute.
So how does that iconic slogan impact how we think about orthopaedic care?
Caring for orthopaedic patients and their injuries is not easy work. The doctor must quickly assimilate the information given by the patient and put together a comprehensive plan for recovery. Teamwork is the key to successful outcomes in orthopaedic care. And the team will always include at least two participants, known as the doctor-patient relationship team. The doctor uses his or her years of training and experience to create the game plan. The patient uses their understanding, efforts, and biofeedback to execute that game plan.
Not only is it time to “Just Do It,” it’s time to “Do It Right.” Your health and recovery take focused and consistent effort. Although other team members, such as therapists, diagnostic studies, and protective medical equipment may get involved in the patient care episode, there is only one person ultimately responsible — YOU.
All too often, I see a patient and prescribe a comprehensive treatment plan only to find out that this plan wasn’t executed properly … or at all. The patient returns with continued complaints and seeks more options.
Effort, energy, and ownership of your health and well-being is your option. Don’t “Just Do It” … Do It Right. You might not be enshrined into the Smithsonian Institute, but your reward will be equally gratifying.
Marc Tressler, DO, is a board-certified, fellowship-trained surgeon with Hughston Clinic Orthopaedics. His specialties include orthopaedic reconstruction and trauma of the foot and ankle. He completed his fellowship in foot and ankle at Harborview Medical Center in Seattle and his fellowship in orthopaedic trauma at Vanderbilt University Medical Center. For more information, go online to hughston.com/tn.