Transcript Document

Engaging in Meaningful
Ways
Communicate and Be Heard!®
Amy Smalarz, PhD
CEO
Health Wise Solutions (previously Strategic Market Insight)
agenda
01
02
03
Target Audience
Make a difference; don’t waste
time
Communication Tool Selection
04
05
Impact Assessment
Future trends
who is Amy Smalarz?
The windy road of experiences
Mom and
Wife
Learner
Consultant/Researcher
Community
HSR & HE
Patient-Centric
3
Target
Audience
What do they want?
What do they need?
When do they need it?
target audience
Why are we here?
The way we communicate is changing. In
our time-strapped world, we need to
maximize our communication to engage
and be heard.
 Who are your customers?
 What is your Storyline?
 How do you share information and connect with your
customer?
 How can you address key points of resistance?
It is critical to engage and communicate with customers to
share your value story. However, all to often, we do not
take the time to understand our customers. The purpose
of this discussion is to help you think about and work to
answer the following questions:
.
It’s important to Engage in Meaningful Ways:
Communicate and Be Heard.
section 01
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target audience
Trying to fit a square peg into a round
hole
“Most people do not listen with the intent to understand;
they listen with the intent to reply.” ~ Steven Covey
There is great value in asking questions ahead of time. Putting
yourself in your customers or readers “shoes” or mindset is a great
way to prepare.
 What do they need to do their job?
 What influences their behavior?
 What do they value?
 What do they prioritize?
~Listen not only to the words but the feeling of what is being
conveyed, to the whole of it, not part of it.~
section 01
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target audience
Target Audience Checklist
Stakeholder
When should they be engaged?
How should they be engaged?
Were they engaged?
[Y/N]
Patients
Advocacy Groups
Clinicians/Providers
Physicians
Nurses
Pharmacists
NPs
Payers
Private/Commercial
Government
Employers
Academic bodies
Internal Departments
Medical/Scientific Affairs
Commercial
HEOR
Clinical Affairs
State/National Legislation
section 01
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Make a
Difference
Don’t waste time
Efficiency
Targeted Campaigns
make a difference; don’t waste time
Where do you want your reader or
customer to go?
Mapping
Destination
Persuasion
If you don’t map out where
you want the audience to
be when you leave your
presentation or meeting,
the audience won’t get
there.
Every bit of content you
share should propel the
audience toward that
destination.
You are persuading the
audience to let go of old
beliefs or habits and adopt
new ones.
section 02
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make a difference; don’t waste time
The Storyline
section 02
Source: Nancy Duarte, Resonate
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make a difference; don’t waste time
Points of Resistance
Misunderstandings
Comfort zone
What’s their tolerance level for
change? Where is their comfort
zone? How far out of it are you
asking them to go?
Fear
What keeps them up at night?
What’s their greatest fear? What
fears are valid, and which should
be dispelled?
Obstacles
In which areas are they
vulnerable? Any recent changes,
errors or weaknesses?
Politics
Vulnerabilities
What might they misunderstand
about the message, the proposed
change or the implications? Why
might they believe the change
doesn’t make sense for them or
their organization?
What mental or practical barriers
are in their way? What obstacles
cause friction? What will stop
them from adopting and acting on
your message?
Where is the balance of power?
Who or what has influence over
them? Would your idea create a
shift in power?
section 02
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Story Line Composition
Beginning
10%
The Call to Action is very important.
It doesn’t matter if it’s big or small
– it just needs to BE. If the
customer is committed to an
action, you have been successful.
Present contrasting
content, alternating
between what is and
what could be
85%
Paint a picture of the
customer’s realities
Breakdown of the Storyline
Middle
End and Call to
Action
5%
End on a higher plane
than you started. The
customer should leave
the meeting
committed to taking
action: another
meeting, agreement
on a study, formulary
acceptance.
section 02
12
Selecting
Communication
Tools
Which tool should I use?
Why should I use it?
Which one is most effective?
communication tools
Which to use and why?
There are many modes of
communication so you need to be
thoughtful about which you choose and
why.
All too often, people, department and organizations jump
to the conclusion of “usual and customary”
communications. While sometimes they are necessary,
you need to be thoughtful about how you are reaching out
to your target audiences.
 Are you trying to reach prescribers?
 Are you trying to reach patients?
 Do you want to partner or collaboration with a
foundation?
 Do you want to achieve a higher tiering status for your
product?
 Do you want to convey an improvement in quality?
 Do you demonstrate a value-add?
.
It’s important to target your message to the right
audience at the right time.
section 03
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communication tools
Pairing communication with source of
evidence
Mode or type of communication
Source of evidence or results
section 03
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Impact
Assessment
Did I meet my goals?
What were my results?
impact assessment
Assessment Checklist
Stakeholder
When should they be engaged?
How should they be engaged?
Were they engaged?
[Y/N]
Patients
Advocacy Groups
Clinicians/Providers
Physicians
Nurses
Pharmacists
NPs
Payers
Private/Commercial
Government
Employers
Academic bodies
Internal Departments
Medical/Scientific Affairs
Commercial
HEOR
Clinical Affairs
State/National Legislation
section 04
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Future Trends
What do we have to look
forward to?
What can we do to prepare?
future trends
What to look for in 2015 and beyond
There is no magic bullet; the only constant in the
healthcare environment is change.
The critical points to keep in mind include:
 “Think with the end in mind”

Align research with publication AND audience needs
 Think of your audience first



What are their values?
What are their priorities?
What do they need to be successful?
 Communication tool selection



ACO vs. PBM
Single practice vs. multi-disciplinary teams
Individual vs. small group vs. larger employer-based insurance systems
Taking time to think about
your customer’s potential
points of resistance enable
you to prepare a Storyline
that is relevant to them.
Use their points of
resistance as the “where
you are now” and then
present your data and
information as points of
“where you could be.”
section 05
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Communicate and be heard!
Tuesday, March 31st, 1:30 – 2:30pm EST
Register at: http://smi.ticketleap.com/communicate-and-be-heard/
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thank you
contact information
For more info, please contact
Amy at:
Amy Smalarz, PhD
[email protected]
978-429-8744
www.healthcareclever.com