When Seconds Count…Physician Anesthesiologists Save Lives.™ Storytelling and Colleague Engagement

Presented by Joseph LaMountain

Date: 6/26/2014

Tonight’s Agenda

Discuss elements of effective storytelling

Review three effective “close call” stories– Two physicians– One patient

The impact of effective storytelling

Call to action Discussion Survey

When Seconds CountTM…

When Seconds CountTM… is an educational endeavor designed to educate the public, policymakers, and the health care community about the critical role that physician anesthesiologists play before, during and after surgery.

When Seconds CountTM… Why Now?

Increased public conversations

about physician-led care States opting out of physician-

led anesthesia care

requirement Ongoing risk of elimination of

Medicare supervision

requirement (national opt-out) Potential changes in Veterans

Affairs policies

Effective Storytelling

Storytelling is in our cultural DNA

For 97.5% of human history, speech and gesturing was the only

way we communicated with one another.

Homo sapiens have been around for about

200,000 years.

Languages developed about 100,000 years

ago.

Written languages only developed 5,000

years ago in Mesopotamia. Speech and oral

tradition were primary.

Storytelling is in our cultural DNA

Stories have staying power

The Odyssey takes place c. 1200 BCE. Written

down by Homer in 800 BCE.

For 400 years, it existed as a story handed

down by generations until finally written down by

Homer.

Physician anesthesiologists have compelling

stories as well. You need to tell them.

We win when there’s an emergency

Policymakers agree

The profession’s challenge

Credibility: The Power of Your Personal Story

What Makes an Effective Story?

6 Storytelling Tips

1. “Prove” your key message.

2. Include five key elements: Who, what,

when/where, why and an ending.

3. Be visual. Paint a picture in the other person’s

mind.

4. Avoid jargon, lengthy and specialized medical

words.

5. Be passionate.

6. Keep it short.

Repetition is Essential

Even if we are in the minority, if we

constantly repeat our belief and do so

vocally, our opinion may seem to be the

majority or close to it.

Found that 3 people expressing the same

opinion was 90% as effective as one

person expressing it 3 times.

Weaver, K, et. al., Journal of Personality and Social Psychology 92.5

(2007):821-833

Repetition is Essential

Repetition also enhances credibility.

The more often the statement was heard,

the more likely study participants were to

believe that it came from a reputable

source (Consumer Reports) than a

disreputable one (National Enquirer).

Fragale, A., and C. Heath. Personality and Social Psychology Bulletin 30:2

(2004):225-236

Do they pass the test?

1. “Prove” your key message.

2. Include five key elements: Who, what,

when/where, why and an ending.

3. Be visual. Paint a picture in the other person’s

mind.

4. Avoid jargon, lengthy and specialized medical

words.

5. Be passionate.

6. Keep it short.

Storytelling is an ASA priority

150+ colleagues participated in workshop,

including at Legislative Conference.

Legislative Conference attendees participated in

a “Developing Your Story” session before Hill

meetings.

Reports from participants indicate that their

personal stories were effective with Hill staff.

And drives consumer behavior

Advertising campaign featuring Stephanie Arnold

story during Legislative Conference:

482% increase in WSC site traffic

8,729 clicks to Facebook page and WSC

website

428,339 total ad impressions

$0.35 cost per click

And drives consumer behavior

Arnold’s story generated strong engagement:

2.04% engagement (typical is 0.75%)

457 likes (4.4 likes avg.)

28 comments (0.2 avg.)

100 shares (0.5 avg.)

Other comments left by visitors shared their

personal close call story. 

Call to Action

Repetition is Essential

1. Even if we are in the minority, if we

constantly repeat our beliefs, our opinion

may seem to be the majority.

2. The more often a statement is heard, the

greater likelihood that people believe it

comes from a credible source.

The profession needs storytellers

We need all ASA members to create and relate

personal “close call” stories that show how you

make a difference “When Seconds Count.”

Your colleagues listen to you. You can

persuade them to develop a personal story and

share it with policymakers, the public and

peers.

8 Ways You Can Help

1. Show ASA “close call” videos at your next staff meeting.

2. Present 6 Storytelling Tips at SCS meeting or distribute

handout.

3. Distribute slide deck or handout to all members of your

practice.

4. Include videos on SCS website and social media properties.

5. Include Stephanie Arnold ad in SCS newsletter.

6. Share your story on WSC website.

7. Join ASA Grassroots Network at grassroots.asahq.org

8. Share any ideas.

What else can we do?

You know your colleagues and how they

communicate.

How can we, working together, reach them

and create a rich culture of storytelling?

The more we repeat our close call stories,

the higher our perceived value in health

care.

Discussion

Additional Webinars - Mark Your Calendars

Thursday, Aug. 28: Social media and public awareness

Thursday, Sept. 25: ANESTHESIOLOGYTM

2014 annual meeting

Post Webinar Survey

Please answer our

quick survey after the webinar:

https://www.surveymonkey.com/s/GKKN7PX

Thank You