when seconds count… physician anesthesiologists save lives.™ storytelling and colleague...
TRANSCRIPT
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When Seconds Count…Physician Anesthesiologists Save Lives.™ Storytelling and Colleague Engagement
Presented by Joseph LaMountain
Date: 6/26/2014
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Tonight’s Agenda
Discuss elements of effective storytelling
Review three effective “close call” stories– Two physicians– One patient
The impact of effective storytelling
Call to action Discussion Survey
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When Seconds CountTM…
When Seconds CountTM… is an educational endeavor designed to educate the public, policymakers, and the health care community about the critical role that physician anesthesiologists play before, during and after surgery.
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When Seconds CountTM… Why Now?
Increased public conversations
about physician-led care States opting out of physician-
led anesthesia care
requirement Ongoing risk of elimination of
Medicare supervision
requirement (national opt-out) Potential changes in Veterans
Affairs policies
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Effective Storytelling
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Storytelling is in our cultural DNA
For 97.5% of human history, speech and gesturing was the only
way we communicated with one another.
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Homo sapiens have been around for about
200,000 years.
Languages developed about 100,000 years
ago.
Written languages only developed 5,000
years ago in Mesopotamia. Speech and oral
tradition were primary.
Storytelling is in our cultural DNA
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Stories have staying power
The Odyssey takes place c. 1200 BCE. Written
down by Homer in 800 BCE.
For 400 years, it existed as a story handed
down by generations until finally written down by
Homer.
Physician anesthesiologists have compelling
stories as well. You need to tell them.
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We win when there’s an emergency
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Policymakers agree
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The profession’s challenge
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Credibility: The Power of Your Personal Story
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What Makes an Effective Story?
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6 Storytelling Tips
1. “Prove” your key message.
2. Include five key elements: Who, what,
when/where, why and an ending.
3. Be visual. Paint a picture in the other person’s
mind.
4. Avoid jargon, lengthy and specialized medical
words.
5. Be passionate.
6. Keep it short.
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Repetition is Essential
Even if we are in the minority, if we
constantly repeat our belief and do so
vocally, our opinion may seem to be the
majority or close to it.
Found that 3 people expressing the same
opinion was 90% as effective as one
person expressing it 3 times.
Weaver, K, et. al., Journal of Personality and Social Psychology 92.5
(2007):821-833
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Repetition is Essential
Repetition also enhances credibility.
The more often the statement was heard,
the more likely study participants were to
believe that it came from a reputable
source (Consumer Reports) than a
disreputable one (National Enquirer).
Fragale, A., and C. Heath. Personality and Social Psychology Bulletin 30:2
(2004):225-236
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Do they pass the test?
1. “Prove” your key message.
2. Include five key elements: Who, what,
when/where, why and an ending.
3. Be visual. Paint a picture in the other person’s
mind.
4. Avoid jargon, lengthy and specialized medical
words.
5. Be passionate.
6. Keep it short.
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Storytelling is an ASA priority
150+ colleagues participated in workshop,
including at Legislative Conference.
Legislative Conference attendees participated in
a “Developing Your Story” session before Hill
meetings.
Reports from participants indicate that their
personal stories were effective with Hill staff.
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And drives consumer behavior
Advertising campaign featuring Stephanie Arnold
story during Legislative Conference:
482% increase in WSC site traffic
8,729 clicks to Facebook page and WSC
website
428,339 total ad impressions
$0.35 cost per click
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And drives consumer behavior
Arnold’s story generated strong engagement:
2.04% engagement (typical is 0.75%)
457 likes (4.4 likes avg.)
28 comments (0.2 avg.)
100 shares (0.5 avg.)
Other comments left by visitors shared their
personal close call story.
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Call to Action
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Repetition is Essential
1. Even if we are in the minority, if we
constantly repeat our beliefs, our opinion
may seem to be the majority.
2. The more often a statement is heard, the
greater likelihood that people believe it
comes from a credible source.
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The profession needs storytellers
We need all ASA members to create and relate
personal “close call” stories that show how you
make a difference “When Seconds Count.”
Your colleagues listen to you. You can
persuade them to develop a personal story and
share it with policymakers, the public and
peers.
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8 Ways You Can Help
1. Show ASA “close call” videos at your next staff meeting.
2. Present 6 Storytelling Tips at SCS meeting or distribute
handout.
3. Distribute slide deck or handout to all members of your
practice.
4. Include videos on SCS website and social media properties.
5. Include Stephanie Arnold ad in SCS newsletter.
6. Share your story on WSC website.
7. Join ASA Grassroots Network at grassroots.asahq.org
8. Share any ideas.
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What else can we do?
You know your colleagues and how they
communicate.
How can we, working together, reach them
and create a rich culture of storytelling?
The more we repeat our close call stories,
the higher our perceived value in health
care.
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Discussion
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Additional Webinars - Mark Your Calendars
Thursday, Aug. 28: Social media and public awareness
Thursday, Sept. 25: ANESTHESIOLOGYTM
2014 annual meeting
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Post Webinar Survey
Please answer our
quick survey after the webinar:
https://www.surveymonkey.com/s/GKKN7PX
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Thank You