Doctors do hold tremendous power. The key to unleashing it lies in that critical moment when they have the rapt attention of their patients -- and importantly, within the prescription pad that only they hold.
While I applaud educating physicians to be better communicators, a prescriptive "say this... not that" as suggested in the Wall Street Journal is not going to solve the problem. Genuine empathy is only partly conveyed by the words you say.
Culture shifts with regard to medical practice come slowly, but having this collaborative style effort from thought leaders of reputable organizations underscores both the timeliness and urgency of these recommendations.