Post on 16-Jan-2016
©Montagnolo.ECRI Institute.2010
Communication with the C-Suite
November 16, 2010
Southeastern Pennsylvania Chapter of AHRMM
Philadelphia, PA
Thomas SkorupVice President, Applied Solutionstskorup@ecri.org610-825-6000 ext. 5160
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Communication counts
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When bad words happen to good people
“Devices’ sterility may be compromised as evidenced by a loss of package integrity” (Rita Medical, October 28, 2005)
“There is a possibility that the pouch Tyvek header to foil longitudinal seal was not properly sealed, prior to sterilization. Therefore there is a potential for compromised sterility of the devices” (Linvatec Corp, February 23, 2005)
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When bad words happen to good people
“The calibrations on the reamers may lead to inaccurate reaming depth when used…” (Zimmer, Inc., September 30, 2005)
“Uncommanded motion of the urological table is possible…” (GE OEC Medical, May 12, 2003)
“Slides may exhibit random, elevated imprecision of results” (Ortho-Clinical Diagnostics, March 26, 2003)
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Make It Stick.
Memory Matters
The fundamentals of effective communication.
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What makes a message stick?Simplicity
Unexpectedness
Concreteness
Credibility
Emotional
Stories
Chip Heath and Dan Heath, Made to Stick: Why Some Ideas Survive and Others Die (New York: Random House, Inc. 2007)
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Simplicity
How do you strip an idea to its core without turning it into a silly sound bite?
Just Do It It’s the economy, stupid
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Lost In The Trees
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Unexpectedness
How do you capture people’s attention…and hold it?
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Change Happens
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How many people take Lipitor?
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Concreteness
How do you help people understand your idea and remember it much later?
Create “reader-based prose” not “writer-based” prose Turn technical and clinical details into understandable chunks
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How do you make statistics interesting?
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Proton beam radiation therapy vs conventional photon beam
► No appropriately designed studies completed or currently underway directly comparing the efficacy of proton therapy to other modes of radiation therapy
► To date, superior comparative effectiveness of proton beam therapy has not been demonstrated
► In U.S., 6 proton therapy centers are operational now, 15 by 2013
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Credibility
How do you get people to believe your idea?
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Emotional
How do you get people to care about your idea?
Tailor your message to your audience Create an emotional reaction to improve impact Create a dialogue by active listening
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Stories
How do you get people to act on our idea?
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What makes a message stick?Simplicity
Unexpectedness
Concreteness
Credibility
Emotional
Stories
Chip Heath and Dan Heath, Made to Stick: Why Some Ideas Survive and Others Die (New York: Random House, Inc. 2007)
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Five Rules to Remember
Make it quick― Keep your pyramid inverted
Make it stick― Create a memorable experience
Make it count― Create credibility
Make it clear― “Make everything as simple as possible, but not simpler”
Make it live― Don’t bury the lead
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“The difference between the right word and the almost right word is the difference between lightning
and the lightning bug.”--Mark Twain
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