What did the Tversky study teach us about presenting treatment options? It taught the most uncomfortable lesson in all of patient communication. Amos Tversky and his colleagues surveyed everyone from laypeople to medical students to physicians, all facing a life or death choice with real consequences. When they presented the options purely in terms of benefit, people picked the choice that led to the best outcome. Logical, expected. Then they reframed the exact same options in terms of loss, and they got a majority of those same people, including the doctors, to choose the worse option. Same facts, different framing, wrong [...]