The Most Dangerous Word in Medicine

In this episode, Barbara discusses:

The myth that saying “I’m sorry” always increases malpractice risk

How silence and defensiveness can increase mistrust and suspicion in patients and families

The Candor (CANDOR) approach: Communication and Optimal Resolution—emphasizing timely communication, investigation, disclosure, empathy, apology (when appropriate), learning, and fair resolution

Examples of three physicians (Mary’s doctor, Dr. Thompson, Dr. Rodriguez) that contrast silence vs. transparent communication

The role of apology laws, and why doctors must know state law, organizational policy, and malpractice-carrier guidance

A practical 4‑step communication framework after an adverse event:

Acknowledge what happened

Express empathy

Don’t speculate

Explain what happens next and follow through

Why this belongs on a marketing podcast: reputation, relationships, trust, and what patients say about you when you’re not in the room