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Message Matters
Making the case for geriatrics in the classroom, at
your institution, and in the wider world
Reynolds Foundation Meeting
St. Louis, MO
October 2012
1. Why we need you
2. Making your case: Thinking
strategically
3. Messaging: The Basics +
4. Honing your message
5. Discussion
Today’s Discussion
10/14/2012 2
Why We Need You… 1
3
4
Why We Need You… 1 Multi-faceted uses
Developing
your
thought
leadership
Why We Need You… 1
10/14/2012 5
Thought
leadership…
It’s a leap.
6
Making your case 2 Multi-faceted uses
In the
classroom
7
Making your case 2 Multi-faceted uses
At your
institution
8
Making your case 2 Multi-faceted uses
In your
health care
system
9
Making your case 2 Multi-faceted uses
In the
media, the
community
10
Making Your Case 2 Think Strategically
• What does success look
like (objective)?
• Who needs to know
(audience)?
• What am I going to say
(message)?
• How do I reach my
audience/objectives
(strategy)?
11
Making Your Case 2 Multi-faceted uses
12
Making Your Case 2 Multi-faceted uses
Get
SMART* • Specific
• Measurable
• Attainable
• Realistic
• Time-
bounded
*From “The Spitfire
Strategies Smart Chart
3.0,” Washington, DC.
www.spitfirestrategies.c
om
Making Your Case 2 Multi-faceted uses From Fuzzy to SMART
• Fuzzy Objective
– Get the word out about my
research
• SMART Objective
– By January 2013, engage five
bloggers to build awareness about
my research findings among other
clinician educators
14
Making Your Case 2 Multi-faceted uses
Knowing your Audience(s)
Who are you trying to reach?
•Medical students, residents
•School administrators, curriculum
committee
•System administrators
− Responsible for residency
placements
•Policymakers (federal/state?)
•General public
– Patients, caregivers, exactly who?
15
Making Your Case 2 Multi-faceted uses
Creating
Messages
16
Making Your Case 2 Multi-faceted uses Vehicle Pros Cons
E-mails to leaders, colleagues
Posters
Symposia
Society /industry newsletters, Web sites
Meetings, conferences
Committees, Guidelines efforts
Traditional media outreach
Op-eds, Letters to the Editor
Social media (FB, LinkedIn, Twitter)
Video
Blog (yours, others)
Web sites (yours, others)
Thinking
Proactively
Which tactics make the
most sense, given your
target audiences and
objectives?
Messaging: The Basics +
10/14/2012 17
3
Good Things
in Small Packages
Messaging: The Basics +
10/14/2012 18
3 Condensed timeframes, Changing ground
Messaging: The Basics +
10/14/2012 19
3
Distillation
If you don’t boil
it down,
someone else
will.
Messaging: The Basics +
20
3
What is a message?
A message is a
clear, concise
statement or set of
statements that
describes a
position, opinion or
point of view.
Messaging: The Basics +
21
3 Distillation/Translation: From Research to Release
From the research:
“The combination of a national kidney paired donation (KPD)
program and a mathematically optimized matching algorithm
yields more matches with lower HLA disparity. Optimized
matching affords patients the flexibility of customizing their
matching priorities and the security of knowing that the
greatest number of high-quality matches will be found and
distributed equitably.”
From Dorry Segev, MD
Messaging: The Basics + 3 Distillation/Translation: From Research to Release
From the release:
“A Johns Hopkins and Massachusetts Institute of Technology
collaboration has shown that a national matching program…
called paired kidney exchange ensures the best possible
kidney for the greatest number of recipients who have
incompatible donors.”
Messaging: The Basics +
23
3 A good message*
completes the following four
statements:
• The one thing your audience needs to
know is…
• The reason this is important to this
audience is…
• What this audience should do is…
• It is urgent for this audience to act now
because…
*Courtesy of Valerie Denney, Denney Communications
Messaging: The Basics +
24
3
My target audience is:
General practitioners
The One Thing this audience needs to know is:
Older patients, especially with cognitive impairment or an acute illness, may suffer adverse effects
from antihistamines, sleeping medications and other anti-cholinergics.
The reason this is important to this audience is:
As the number of older adults suffering from both cognitive impairment and multiple chronic
conditions increases, it is important to recognize the negative impact of certain medications on the
aging brain.
What this audience should do is:
Physicians should talk with their patients about the benefits and risks of these medications and
reduce their use where indicated clinically.
It is important (urgent) for this audience to act now because:
These medications may cause significant cognitive side effects in a functionally vulnerable
population.
Messaging In Practice – An Example
What’s your message? 3
Worksheet
Messaging: The Basics +
26
3 Sticky Messages*
• Simple
• Unexpected
• Concrete
• Credible
• Emotionally resonant
• Story attached
* Heath, C and Heath D. Made to Stick: Why
Some Ideas Survive and Other Die. New
York: Random House, 2007.
Messaging: The Basics +
27
3 Examples of sticky messages
Climate change is triggering
disease epidemics.
Or
A warmer world is a sicker
world.
Messaging: The Basics +
28
3 Examples of sticky messages
GRACE is a tested, team
model for providing high
quality primary care.
Or
GRACE is better care all
together.
Messaging: The Basics +
29
3 Examples of sticky messages
In studies of humans and other
animals, [scientists] have discovered
that sleep plays a critical role in
immune function, metabolism, memory,
learning, and other vital functions.*
or
Early to bed, early to rise, makes a man
healthy, wealthy and wise.
*From the Division of Sleep Medicine at
Harvard Medical School
Messaging: The Basics +
30
3 Examples of sticky messages
Guided Care provides coordinated
team care for the toughest
patients – older adults with
multiple chronic conditions.
Or
Guided Care is like having a nurse
in the family.
Messaging: The Basics +
31
3 Examples of sticky messages
Thermoregulation
serves as an alternative
function of the sexually
dimorphic fiddler crab
claw.*
*Darrell and Mungia, The American Naturalist
173 (3) 419-28
Honing your message 4
• Review your worksheet
• Test with a colleague
• Can you make it sticky?
• Extra credit:
Can you write a 140-character
Tweet ?
Discussion 5
A Parting Thought 5
34
Put it before them briefly,
so they will read it, clearly
so they will appreciate it,
picturesquely so they will
remember it, and above all
accurately, so they will be
guided by its light.
Joseph Pulitzer
For more on messages visit:
www.BandwidthOnline.org
The online communications resource from the John A. Hartford Foundation