I’ve done some 10,000 endoscopic procedures over the past 25 years. Sometimes I offer that procedure number as a context for risk when discussing endoscopy.

This morning when discussing consent with a mother she remarked, ‘But this is the only one that matters.’

You may have done a procedure 10,000 times. But for the individual patient there’s only one that counts. It’s their big day.

Something to keep in mind when tailoring individual experiences to large groups of patients.

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