How Doctors Think and How you Should Too Tip #2

One of my mentors, Nido Qubein, president of High Point University in North Carolina reminded me that when you know how someone thinks, you are way ahead of the game. When you are presenting to a physician client, it is important that you understand how doctors these days think. It may offer a window into them and into your presentation.

It is vital that we not think of persuading but rather partnering as our first, most important job. Persuading is about me and my stuff; partnering is about us, more importantly about them and their patients.

See if you agree this might be how your doctor silently thinks:

1.     Who are you?
2.     Are you worth my time?
3.     What ya got for me?
4.     Is this new?
5.     How does this relate to my patients??
6.     Who are you again?
7.     What did I think of this time? (actually, they are asking themselves how they felt about you without using feeling words!)

Traditionally, we spend precious time introducing ourselves and jumping into our agenda instead of getting inside the head of the doctor. The first two questions are actually about you, not about the doctor. Do you think that is the focus of the KOL?  What’s the actual order of these questions in the KOL’s head?

Think a bit about this. Our next post will discuss what we suggest the doctor is really thinking!

Sayings that bond

What are the well-known sayings in your industry that create a bond between you and your colleagues? In the healthcare industry, I've noticed a particularly impactful one. Watch this video to learn more!

How Doctors Think and How you Should Too Tip #1

How fast can you talk under pressure? Many years ago, working with a team of Medical Science Liaisons preparing to present to a panel determining if their drug would be on formulary, an interesting thing happened. Oh! And they had a three-minute time limit for the presentation! If you’ve ever listened to the sped-up details at the end of a commercial with the prescribed warnings, then you can imagine the scene.

It happens not only in front of a formulary panel but also in any, I repeat any, presentation where we feel pressed for time.

The natural reaction is three-fold: talk fast, talk faster, and then breathe. In the pharma business, this is known as “show up and throw up.”

If we only knew that it was not about us and our drug, it was about the receiver’s understanding of our drug. Yes, the data was important and so was the presentation of that data. At a restaurant they call it “the presentation.” How your food looks is a reflection how it will taste.

So instead of talk, talk faster, and breathe…we might now think “Breathe, Inquire (or Hook), and Focus on the Pain/Relief (of the KOL)” because your KOL has a problem that you can help them solve…you become their physician in a sense.

Breathing is a good thing, often overlooked, but definitely a good thing. It helps you relax and decreases your anxiety when feeling pressed for time. If you have worked with a trainer, a physical therapist, undergone a medical procedure, or anticipated death on a roller coaster, we often hold our breath. I have no idea why we do this other than to justify the employment of the professionals above!

So, for today… Breathe the next time you are pressed. Next time: the inner mind of your doctor. Until then… Breathe!

The art of being an impactful Medical Science Liaison (MSL)

I'm thrilled to announce a new LinkedIn group dedicated to the art of being an impactful Medical Science Liaison (MSL). In collaboration with Kimberly Cremers, PharmD we’re bringing you key strategies and perspectives to elevate your role as an MSL.

Join our vibrant community where we discuss crucial topics and share insights to enhance your effectiveness and engagement. This week, we’re exploring how to understand your Key Opinion Leader’s (KOL) interests. Next week, we’ll dive into the fascinating topic of how doctors think—and how you can align your thinking with theirs.

Don’t miss out on this opportunity to connect with fellow MSLs, exchange ideas, and grow together. Join us now and be part of an inspiring community dedicated to professional excellence and collaboration.

We can’t wait for you to get involved! Join here

Play rugby!

In rugby the ball is tossed backwards as the player moves forward. Keep this in mind and get your audience interacting with each other not just with you.

Lester Holt uses a technique where his correspondents send the story back to him by using his name with a question mark after it. That is a rugby move.

Another might be you, as the presenter, saying: “Jack give us your thoughts then you can send it to Amy and she will send it to Sharita.” Before Sharita begins, you say: “After Sharita we’ll go to Sam, Agim, and finally to Lilibet.” This allows some preparation for a quieter, more reserved audience.

Pulling names out of hat works too!

What are your thoughts on this? I would love to hear!

UNDERSTANDING YOUR KOL'S INTERESTS TIP #2

Use the nuances of conversation to unveil the KOL’s uniqueness!

1) Pay attention to the smallest most granular detail you can. Consider looking for the unusual, the hunch the KOL played, the emotion you heard in their voice, the almost pastoral understanding and sensitivity they displayed. Play the “dumb nut” and even if you do know a bit about it, let the physician teach you by asking for their insights. Let their expertise overpower the conversation with you listening and asking good questions from your natural curiosity. It may be moment or a minute or more…this gives you a deeper understanding of how this KOL thinks. An additional win is that the KOL gets to speak to what is most important to them. Do this and you will be vastly more distinctive than anyone else the KOL meets that day.

2) Ask if they will give you a summary of the rounds they just completed or of the patients they encountered that day. Empathize whenever possible by hearing any of these emotions: sad, mad, glad, scared, hurt, excited. A physical therapist we knew on one of her first days was told to get a patient of bed to start walking. She did and he dropped dead on the floor. Devastated she withdrew to the locker room in tears… and then received a call from the patient’s physician. “This was not your fault; you did nothing wrong. I’m happy to talk to you when we figure this out, but I know one thing, this was not your fault.” Imagine hearing that story from a KOL. Likely the emotion fills the room. My question would be, “How did you know how to do that? They can’t possibly have told you that in medical school.” What the KOL says next will be gold so listen very carefully. W.A.I.T. (why and I talking?) and when you hear or see gold, the famous Chicago psychiatrist Dr. Rudolf Dreikurs advised, “Dig!”

3) Ask them about their biggest challenge practicing medicine today. You may feel you know this answer to this question already and don’t want to prompt a tough subject for which you can’t control (like the price of drugs or your drug specifically), but you may be surprised by how much they appreciate this question. While my experience says the challenge will not be about my product, be ready for the tough objection in case it is. If you receive a superficial answer, probe deeper to unveil the real challenge. Listen closely to their response as that may be the key to understanding their uniqueness and an opportunity to provide value in the future.

One aspect of art of being an MSL is fluidly navigating conversations to expose information that makes your KOL unique. Once you have these insights, how can you provide the most value for the KOL and their patients?

Preparing for your Presentation

Whether it's an in-person or virtual presentation, the hour or two beforehand is crucial. Watch this video to find out why!

Understanding your KOL's Interests Tip #1

How well do you know your KOL and their interests? We all know this is job number 1 for any MSL. We look them up online, we scan the walls in their office, comment on their fishing trip photo, etc. But really, everyone does that. Our job is to help you distinguish yourself, so you don’t look like everyone else. Don’t lose your competitive advantage and more so your distinctiveness. Stand out in your KOL’s mind as the MSL that knows the art of the role, providing value with every interaction.

Investigate the KOL’s areas of interest, practice, research, or focus. While you need to use all resources available to you internally (across your company (including commercial)) and externally (the KOL’s office staff, the office/institutions website, google, Ovid, etc.), dig deeper to discover what makes this KOL unique. This can be from your perspective, or how they believe they are unique in their field.

Did they teach you something today? Did you ask them to do so? Is there a part of what they do that is so unique to you (or should be) that you focus your attention on that for a while? “Today Dr. ____ I want to let you know the latest ____ about ____, but I also have another agenda that is strictly personal. May I begin with that?” (then wait….) You can then say, “Last time we met you mentioned _____about one of your patients and ever since I wanted to ask you about how you knew that? So, if you don’t mind a few minutes on…How did you know that?!” This is critical and far more important than the fish on the wall or their golf handicap. Engaging in this kind of conversation is an intimate look into what you need most from them: How they think.

If you know how someone thinks, you are ahead of the game. We can observe behavior but discovering how they think is a huge deal. It is everything, actually. Let the commercial folks talk about fishing and golf: you can have the most intimate of professional conversations by affirming what is most important to this KOL, their unique ‘take’ on the world, on their patients, on your drug. Tailoring the topic of your scientific exchange to their specific need and interest is good, noticing their unique ‘take’ is even better. “You know as I visit other KOLs they are of the mindset that ______, but you don’t. Can you tell me your thinking on that?”

So, for today think about how you can unveil the uniqueness of your KOLs and stand out in the eyes. Our next post will dive deeper into the nuances of the conversation and what we can learn.

Your introductory script

Today's #PresentLikeAPro Tip: Always have someone else introduce you with the script you have written for them. On Zoom make it short and sweet…in person a little longer is OK. Audiences do not need to know the companies you have worked for, how much other audiences loved you, or how much this audience will love you. Yikes! Have the script say who you are, a bit about your qualifications, and then something personal that adds a bit of fun.

Mine says that “Kevin’s lifelong goal is to ride horses bareback though he has not yet found a horse with the same goal.” You ought to see the smiles and hear the questions I get on that one! We want a smiling audience when we begin, not a bored one.

Curiosity

Approach every conversation with the mindset that you know nothing, and let your curiosity lead the way. Asking insightful questions not only helps you learn more but also encourages deeper, more meaningful discussions and can uncover valuable insights. Watch this video to learn more!

Keep it simple

To Present Like A Pro, KEEP IT SIMPLE! Especially when the material is exceedingly complex. Never ‘dumb things down’ but always go for ‘elegant simplicity.’ The goal here is to get to the heart of the matter and to create a memory of its essential elements. Often using complicated or unreadable spreadsheets and wiz-bang graphics can hide our essential message.

Making it look complicated does not make you look smart. Your one and only job is to help the audience leave with the essentials of the topic, not to be impressed by you. Work for clarity. If newspapers are written for the average person, so too can any of our technical or scientific presentations, especially if to a tech audience. Don’t mimic your professors, go beyond them. Think of the famous quotations you are reminded of from Dr. Mardy Grothe or Bartlett’s…they are wisdom packed into few words that the many can understand.

Just ask!

It's easy to fall into the trap of making assumptions about what our colleagues or teams need without verifying. But are these assumptions accurate? Are we truly delivering what's necessary to support their success? The solution is simpler than you might think: Just ask! Watch this video to learn more...

Think most about the audience and least about you

I recently had the pleasure of meeting the incredible Gladys Gadri at the sold-out ACHE Congress in Chicago. You can see the energy in her eyes…she's like that in person too!

Just this week, Gladys shared a photo of herself with a copy of Speak Up: A Woman’s Guide to Presenting Like a Pro—a book I had the honor of co-authoring with Cyndi Maxey, CSP. This guide is crafted to empower women with the skills they need to communicate effectively, exuding clarity, confidence, and conviction. It's also peppered with inspiring quotes from female executives, making it a vital resource for any woman looking to make her mark.

This brings me to today’s Thursday Thought—Think most about the audience and least about you. Overcome the tendency to worry about what you're wearing and whether you've memorized your note cards, and instead imagine yourself sitting in their seat. What would you want to hear? What is critical for you to understand?

You can buy your copy of Speak Up here.

Exploring the Proust Questionnaire

I recently enjoyed a vacation with my sons, which highlighted the invaluable benefits of genuine face-to-face time. If you're seeking ways to deepen conversations with your partner, children, parents, or friends, I recommend exploring the Proust Questionnaire. It's a fantastic tool for sparking meaningful dialogue. Check out the link in the comments for more details and watch this video to learn how it can transform your interactions.

7 things not to say or do when presenting!

1)     “You probably want to know a little about ME!” (No, they don’t.)

2)     “Before I begin you have to understand that…”(Just begin already!)

3)     “How are you all doing?” (Thought to be an involver, often experienced as an embarrassment by both sides.)

4)     “Can you hear me OK?” while tapping the microphone. (Audio checks should happen with the sound professional, not the audience.)

5)     “Today we are going to….” followed by a list of objectives usually on PowerPoint that everyone can read faster than you can speak. (Next time just get right to #1 without identifying it as such and conclude with “We just finished our first objective for the day.”)

6)     “I can’t hear you!” as a way to have the audience repeat the speaker’s key phrase. (Do you want everyone to feel like they are back in second grade!?)

7)     “Shhhhhhhh…” attempting to get control back from an audience group exercise. (Try this next time: “If you can hear me, please raise your hand.” As they do others will notice. This usually only needs to be said twice and then a sincere thank you allows you to continue.)

Did you know that Cyndi Maxey and I have distilled over thirty years of professional speaking into a concise, easy to use guide that will help anyone Present Like a Pro! Get your copy from the link in the comments.

Presenting someone else's slide desk

In case you ever find yourself in a situation where you have to present someone else’s slide deck, watch this video to learn what to do!

Engage and involve your audience early and often

Engage and involve your audience early and often, especially on Zoom. Conor Cunneen (IrishmanSpeaks) asks the audience a question as attendees are entering the Zoom room, before he has even been introduced. One of his favorite questions to ask: “What was the first live concert you went to and how was it?” Simple enough but wait till you see the energy, excitement and connection that happens as you respond to the audience’s answers with questions such as, “Jack, was everyone dancing at that concert?” or “Mary, so your father went with you?” This is a better icebreaker than any staged one.

Next time, vary the question: “What was the first wedding you attended, and what do you remember?” or “What’s your favorite city and which one do you hope to go to some day?” or “Which movie would you gladly watch over and over again and why?”

Just like Conor, jump in and talk to your audience even before you are introduced, and prime them for a good time! Just make very sure you are not focusing on only one of your buddies. Nobody likes to hear ‘in jokes’…it reminds them of high school!

Look THROUGH the camera!

What do your visitors actually want and need?

When you are asked by an outside group for a tour of your facility, don't just think of it as a marketing activity. Instead think of the audience. Who are they? What will help them solve their problem? Why did they pick your facility?

Do they really need to know how many trauma surgeries you did last year, or instead do they need to tour your trauma department and talk to the surgeons and nurses? Do they really need to endure the standard dog-and-pony PowerPoint program or do they actually need a time to have a robust Q&A with, not your CEO or CNO, but rather your most endearing ED nurse?

When you are asked for the tour, first find out what your visitors actually want and need.

Professional integrity

Recently, I had the privilege of witnessing an individual demonstrate exceptional professional integrity and skill in their field. It was a powerful reminder of the impact that dedication and mastery can have, not just on the quality of work produced, but on inspiring those around them. Watch this video to learn more and let's discuss how we can all apply these principles to enhance our work and inspire our teams.