Pfizer, Inc. · NYSE:PFE
Pfizer — First Fridays Webinar Series: Medical Education Group (MEG) (May 2011)
35 slides from Pfizer's conference presentation, May 6, 2011
Slide 1: First Fridays Webinar Series: Medical Education Group (MEG)
First Fridays Webinar Series: Medical Education Group (MEG) May 6th, 2011 Provide Insights into MEG Operations Share Share Up-To-Date Best Practices Information Webinar Series Goals Respond to How Can Outstanding Pfizer Improve Questions Processes? From Providers 1
Slide 2: Agenda; External Satisfaction Survey Results: Operational Survey
Agenda • Welcome • Review of External Satisfaction Survey Data – Betsy S Woodall Woodall, PharmD PharmD, MBA • Sticky Education – Brian McGowan, PhD • Q and A • Closing Remarks External Satisfaction Survey Results 2011 Operational Survey Sent to 500 orgs; N=70 (14% response rate) Call for Grant Appl
Slide 3: External Satisfaction Survey Results: Technology and Ratings
External Satisfaction Survey Results 2011 Technology/Webinar Sent to 500 orgs; N=75 (15% response rate) Transparency p y in Grants Report p Mobile MEG • 50% of respondents use the report • 29% of respondents are very likely or • Identify clinical areas somewhat likely to use app for status • Identif
Slide 4: Made to Stick
Made to Stick Brian S. McGowan, PhD Senior Director, MEG, Oncology First Friday Webinar May 6th, 2011 http://www.madetostick.com 4
Slide 5: Made to Stick: What is Sticky?
Made to Stick Built off the work of Malcolm Gladwell: “Tipping Point examined the forces that cause social phenomena to ‘tip’, or make the leap from small groups to big groups.” “Tipping Point had 3 sections: • First - the need to get the right people • Third - the need for the right context • The s
Slide 6: Why are 'we' here: MTS Calls to Action
Why are ‘we’ here: • We = the CME community • We are the seed AND the soil for excellence in education. • … success lies in our ability to transfer knowledge. MTS: Calls to Action 1. Everything y g can be made (more) rememberable. 2. We must challenge ourselves to make things stick(y)/(ier). 3. Neve
Slide 7: Example: sticky?
Evidence Report/Technology Assessment Number 149 Effectiveness of Continuing Medical Education Prepared for e Research and Qual 540 Gaither Road Rockville, MD 20850 www.ahrg.gov Contract No. 290-02-0018 th | S Prepared by The Johns Hopkins University, Evidence-based Practice Center, Baltimore, MD =
Slide 8: Example #1: How can this be stickier?
Example #1: How can t s this be stickier? What is the AHRQ Study? • Knowledgeg • Attitude • Skills • Behavior • Outcomes Do changes endure? 8
Slide 9: KAS BO: Which is Stickier?
What is the AHRQ Study? KAS BO Which is Stickier? 9
Slide 10: Made to Stick Model
Made to Stick Model 1. Simple p 2. Unexpected 3. Concrete 4 4. Credible 5. Emotional 6. Stories Made to Stick Model S U C C E SS 10
Slide 11: Lesson #2: Simple
Made to Stick Lesson #2: Simple SIMPLE Spotting and Communicating A Clear Message 11
Slide 12: Simple is Sticky: The Curse of Knowledge
Simple is Sticky The Archvillain of sticky ideas is the Curse of Knowledge Our learners have a lot to say about how our messages are transferred The Curse of Knowledge • The more we know something, the less able we are to imagine what it feels like not to know it… • The greater the challenge: – to m
Slide 13: Need To Communicate: A Simple Roadmap
Need To Communicate • Military • Air Traffic Control • Emergency Room • Surgeons What can we learn from the communication strategies of these highly skilled, high stress professions? A Simple Roadmap • Commander’s Intent: – No plan survives contact with the enemy. • Ask yourselves: – If we do nothin
Slide 14: Simple is… A Simple Exercise #1
Simple is… • A engineer knows she has created a masterpiece not when there is nothing left to add, but when there is nothing left to takeaway. – Antoine de Saint-Exupery Saint Exupery A Simple Exercise #1: • Tappers and Listeners Experiment 1 Think of three of your favorite songs – 1. privately jot
Slide 15: Lesson #3: Unexpected
Made to Stick Lesson #3: Unexpected UNEXPECTED Building a Treasure Map Experience for Learners 15
Slide 16: Unexpected: The First Step of Knowledge Transfer
The IOM says our CE system is broken…. stay tuned to learn why it may be all YOUR fault… UNEXPECTED The First Step of Knowledge Transfer • The more we are confronted with our knowledge gaps gaps, the more likely we are to be curious Unexpectedness IS NOT about a gimmick Unexpectedness IS NOT about c
Slide 17: Every 'Aha!' moment must be preceded with a 'Huh?' moment
Every ‘Aha!’ moment must be preceded with a ‘Huh?’ moment An itch to be scratched… • The attention-grabbing action must force the learner to ask THE question that you are ready to answer… – Curiosity-peaking actions that do not focus the learner are counterproductive – Predisposing actions not follo
Slide 18: Coming up on News at 11… An Unexpected Exercise #2
Coming up on News at 11… • Temperatures are stable for the next few d days, b butt a d drastic ti change h iis iin order d ffor the weekend, stay to find out whether you will need shorts or a parka… • There is an insidious new addiction raging through our middle schools and the source might be…YOU.
Slide 19: Lesson #4: Concrete
Made to Stick Lesson #4: Concrete CONCRETE Use Pre-built Handles 19
Slide 20: Did You Ever Wonder…
Of all of the components of the MTS model model… Concrete is the easiest to embrace! (pg 129) • Easily E il understood d t d • Easily remembered Did You Ever Wonder… Are fables memorable because they are so concrete or are they so concrete because the ambiguity and abstraction was lost – was the for
Slide 21: Concrete Concepts Are The Only Common Language
Concrete Concepts Are The Only Common Language Abstraction is the luxury of the expert. If you’ve got to teach an idea to a room full of people, and you aren’t certain what they know, concreteness is the only safe language (pg 104) Concrete Ideas are SMART The Velcro Number • Specific • Measurable •
Slide 22: A Concrete Exercise #3
Concrete Concepts Allow Learners To Understand And Learn • There is no compromise in teaching… Like the tappers and listeners game…it can feel unnatural to talk concretely about subject matter [we know well]… but if we are willing to make the effort we will see the reward. A Concrete Exercise #3: As
Slide 23: Lesson #5: Credible
Made to Stick Lesson #5: Credible CREDIBLE Belief is The Gatekeeper to Memory 23
Slide 24: Credible: Why Do We Believe Something
Alternative Introduction: CREDIBLE Taking Advantage of H Human G Gullibility llibilit Si Since A Antiquity ti it Why Do We Believe Something • It is easier/safer not to ask questions? • ‘doubt’ takes thought/energy • ‘doubt’ is unsettling • Some ideas just seem more ‘plausible’ 24
Slide 25: Why Do We Believe Something: Friends, Family, & Authorities
Why Do We Believe Something External Credibility: y Internal Credibility: y – Family – Evidence-base – Friends – Experience – Authorities – Details non-modifiable vs modifiable factors Friends, Family, & Authorities 25
Slide 26: Internal Credibility
Internal Credibility • Evidence-base • Experience • Details …the most important thing to remember about using statistics effectively. Statistics are rarely meaningful in and of themselves. Statistics will, and should, almost always be used to illustrate a relationship…and learners should remember th
Slide 27: Lesson #6: Emotional
Made to Stick Lesson #6: Emotional EMOTIONAL The Grease that Lubricates the Gears of Learning.. 27
Slide 28: Getting from A to B to C
Getting from A to B to C 1. Knows 1 2. Knows how 3. Shows how 4. …but do we do? For example: Exercise? 3 Ways to Move an Audience? 1 Use 1. U emotional ti l ttriggers i 2. Appeal to self interest 3. Appeal to self identity 28
Slide 29: Use Emotional Triggers; Appeal to Self Interests
Use Emotional Triggers • One vs the Masses • Emotion vs Analysis Appeal to Self Interests Transcendence – Helping others Self-actualization – Fulfillment Aesthetic – Balance/Beauty Learning – Knowing Esteem – Status B l Belonging i – Affection Aff ti Security – Safety Physical – Comfort 29
Slide 30: Appeal to Self Interests; Appeal to Self Identity
Appeal to Self Interests • What’s In It For You? – Highlight the benefit of the benefit • Classic advertising example: – The room was full of laughter as you approached the piano, but as you began to play… Appeal to Self Identity • What’s In It For People Like You? –Subjective norms • 2 examples: –“
Slide 31: Lesson #7: Stories
Made to Stick Lesson #7: Stories STORIES The Immense Power of “Role-playing” 31
Slide 32: The Next Best Thing… Knowledge Transfer
The Next Best Thing… • “…sit …sit still and picture yourself performing a task successfully, step by step…” – Darts, trombone, skating… • Mental M t l practice ti produced d d 2/3 2/3rds d off the benefits of physical practice Knowledge Transfer Presenting facts = Analysis Stories = Simulation 32
Slide 33: To Make Things Stick
Imagination = Simulation • Blurry line b/w protagonist & learner learner… – We can not separate ourselves from the actions and emotions of the story – Wonders of a limited neurochemistry • Advantage = Mass customization What lessons did we learn? Simple imple Unexpected nexpected Concrete ncrete k…
Slide 34: Summary; Questions or Comments
Summary Everything y g can be made (more) rememberable. Questions or Comments Brian S. McGowan, PhD Senior Director, MEG, Oncology First Friday Webinar May 6th, 2011 34
Slide 35: Until Next Time…
Until Next Time… • Please join us for our next webinar – – Review of the Grant Request Scorecard – Friday, June 3, 2011 – 11am 11 ET • The next open grant window is June 1 – July 15 for activities occurring October 1, 2011 or later – Remember to check the revised goals statements • See what provider
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