1. Engaging in Meaningful Ways Communicate and Be Heard!®
Amy Smalarz, PhD
CEO
Health Wise Solutions (previously Strategic Market Insight)

2. 01 04 02 05 03 agenda Target Audience Impact Assessment
Make a difference; don’t waste time 05
Future trends 03
Communication Tool Selection

3. The windy road of experiences
who is Amy Smalarz?
The windy road of experiences
Patient-Centric
Consultant/Researcher
Mom and Wife
Learner
HSR & HE
Community

4. Target Audience What do they want? What do they need?
When do they need it?

5. It’s important to Engage in Meaningful Ways: Communicate and Be Heard.
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.
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:
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’s important to Engage in Meaningful Ways: Communicate and Be Heard.
section 01

6. Trying to fit a square peg into a round hole
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

7. 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

8. Make a Difference
Don’t waste time
Efficiency
Targeted Campaigns

9. Where do you want your reader or customer to go?
make a difference; don’t waste time
Where do you want your reader or customer to go?
Mapping
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.
Destination
Every bit of content you share should propel the audience toward that destination.
Persuasion
You are persuading the audience to let go of old beliefs or habits and adopt new ones.
section 02

10. The Storyline make a difference; don’t waste time section 02
Source: Nancy Duarte, Resonate

11. Points of Resistance Misunderstandings Comfort zone Fear Obstacles
make a difference; don’t waste time
Points of Resistance
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?
Misunderstandings
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?
Fear
What keeps them up at night? What’s their greatest fear? What fears are valid, and which should be dispelled?
Obstacles
What mental or practical barriers are in their way? What obstacles cause friction? What will stop them from adopting and acting on your message?
Vulnerabilities
In which areas are they vulnerable? Any recent changes, errors or weaknesses?
Politics
Where is the balance of power? Who or what has influence over them? Would your idea create a shift in power?
section 02

12. Breakdown of the Storyline
Story Line Composition
Middle
Present contrasting content, alternating between what is and what could be
Beginning
Paint a picture of the customer’s realities
85%
10%
End and Call to Action
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. 5%
Breakdown of the Storyline
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.
section 02

13. Selecting Communication Tools
Which tool should I use?
Why should I use it?
Which one is most effective?

14. Which to use and why? communication tools
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

15. Pairing communication with source of evidence
communication tools
Pairing communication with source of evidence
Mode or type of communication
Source of evidence or results
section 03

16. Impact Assessment
Did I meet my goals?
What were my results?

17. Assessment Checklist impact assessment section 04 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

18. Future Trends What do we have to look forward to?
What can we do to prepare?

19. What to look for in 2015 and beyond
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

20. Tuesday, March 31st, 1:30 – 2:30pm EST
Communicate and be heard!
Tuesday, March 31st, 1:30 – 2:30pm EST
Register at:

21. thank you
contact information
For more info, please contact Amy at:
Amy Smalarz, PhD