©montagnolo.ecri institute.2010 communication with the c-suite november 16, 2010 southeastern...

©Montagnolo.ECRI Institute.2010

Communication with the C-Suite

November 16, 2010

Southeastern Pennsylvania Chapter of AHRMM

Philadelphia, PA

Thomas SkorupVice President, Applied [email protected] ext. 5160


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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©Montagnolo.ECRI Institute.2010©Montagnolo.ECRI Institute.2010

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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©montagnolo.ecri institute.2010 communication with the c-suite november 16, 2010 southeastern...

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