The Power of Health Speak.
Speaking to groups of referrers can really enhance your practice if you get it right. If you want to build awareness of your medical practice or business this is one area that will allow you to generate a lot of noise for minimal investment of time and energy.
Most specialists have given speeches and presentations to medical referrers at some point in their careers, it’s part of the medical culture of how specialists help referrers to help patients. These however provide the backbone of the medical training program and consist of medical lectures or scientific presentations that are heavily “Power Point” orientated, dry in delivery and focused on conveying techniques, facts and findings. All of which can transform you audience into a narcoleptic mass. I’ve witnessed countless presentations over the years that made me realize there is a right way to communicate to medical referrers that will enhance your practice in a more powerful cost effective way.
Tip # 1. Step into their shoes.
Know what your audience wants and deliver it. Delivering what you thing they want or need to know clinically is not in your best interests. You’ll never get the referrals you want if you travel this path.
Sometimes your referrers are racked with fear and trepidation on some clinic issues and how to handle them within their day-to-day practice. Remember, your a partner their in practice. Someone they can outsource their fear, doubt, uncertainty to. More akin to a risk management strategist when needed. Show a willingness to get your hands dirty, so to speak, and provide support when they most need some direction and guidance with that difficult decision, case or patient.
Tip # 2. Don’t baffle or babble.
Few people count the seconds of life ticking away that they’ll never get back than a physician at a medical presentation or conference. They want to be reassured that their attendance will be worth more than just the continuing medical education or professional development (CME / CPD) points. The networking potential of these events is one thing but delivering a memorable presentation is truly the cake and icing on it. Make it memorable through simplicity. This is true art of a specialist communicating to referrers. The ability to take something complex and repackage it in a simplistic time efficient, clinically practical manner is crucial.
The “I know more than you and here’s why” approach to medical presentations is fine if you want to quarantine your career to an academic environment. However, to harness the power of public speaking to promote and market your skills and medical practice requires an additional set of skills. It requires a lot more of you and a lot less of the presentation props such as Power Point. Moving out from behind the lectern to unleash your charisma is just part of the anatomy of a successful public medical presenter.
Tip # 3. Enthral and Entertain.
I’ve seen medical specialists turn dull, dry, beige clinical topics into well crafted entertaining sitcoms. It is possible. One has to be willing to be creative enough to explore a subject beyond its clinical boundaries. To transform it into a more palatable nugget of knowledge for a referrers consumption.
Of course, presentation design is not enough, good delivery is also paramount and proper formal speech training is strongly recommended. Medical professionals often possess the body of knowledge for which they are renowned but are not always master of delivery.
Seek a professional speech coach to assist you develop your delivery and style of your presenting but also to develop the skills to project yourself in a way that your referring physicians will welcome and respond to. The greatest gift as a presenter is to see yourself as other see you.
For more information on how to fast-track practice growth contact Medical Minds.
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