Over the past decade, our CE/CPD community has made significant progress in the science and delivery of outcomes. This work has contributed to the impact of various disease-state medical affairs goals across industry. In fact, these efforts continue to drive the industry’s increasing confidence in the necessity for medical education as a key imperative for medical affairs. However, our community recognizes that we can no longer be satisfied with being data-rich while being insights-poor.
In the spirit of adopting a learning culture and utilizing past experiences to advance our growth, we intend to demonstrate that there is a practiced science behind unlocking a collection and interpretation of structured and unstructured insights. In doing so, we can unite in complementing the narrative of the important work we do. Storytelling has been aptly described as “using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination.” (Source: National Storytelling Network, accessed 2024). We appreciate that some may question why storytelling is an adequate session topic at a healthcare conference. Instead, consider the context of storytelling as the art and science of articulation. When achieved, articulation empowers both education supporters and education providers to expressively, coherently and demonstratively speak to the critical difference education made in overcoming gaps in practice and thereby improving patient outcomes. A more effective story behind what resulted from the deployment and support of education can leave an even more powerful impression upon the recipient. The work our community does deserves nothing less.
Just like data, articulation requires structured and unstructured aspects that leave the recipient with an opportunity to imagine what is possible. Each of us spends considerable time completing daily goals. However, all too frequently, even at conferences, we simply do not have time to pause and think, despite research indicating the most successful people secure frequent undisrupted time to do just that. When provided with secured thinking time, individuals have not only expressed gratitude but also moved ideas into significant actions. Like a true think tank, this Think “Thank” will inspire all learners to move from ideological to common points of interest in an unstructured, open and relaxed forum of audience story-sharing moderated by presenters who will effectively elicit engaged responses.
We invite you to consider the following recommendations:
- Join us for the encore presentation from 2023 to effectively extract the right insights that are often underutilized when we use storytelling to communicate our impact. Please consider joining early, as the 2023 session resulted in standing-room only.
- Consider bringing your own outcomes report. Providers might consider bringing an executive summary of the outcomes they share with supporters and other stakeholders. Supporters might consider bringing an example of the collective outcomes summary they share with medical teams and executive leadership. Lessons from this Think “Thank” may inspire you to update your outcomes on the spot as takeaway material.
We look forward to engaging with you so that, together, we can unite around articulating the power behind what we achieve for better patient care.
“Think ‘Thank’: How to Dive Beneath the Outcomes Surface to Ascertain Relevant Insights for Master Storytelling (Level 3)” will take place Wednesday, Feb. 7 at 10 a.m. CST.
Greselda Butler, CHCP, FACEHP, is the director of independent medical education and external relations at Otsuka.
Sue L. McGuinness, Ph.D., CHCP, serves as the associate director of the medical education grants office at AstraZeneca.
John Ruggiero, Ph.D., MPA, BCS, holds the position of executive director of medical affairs at Daiichi Sankyo.
LB Wong, RN, MSN, MBA, is the executive director of the Global Grant Office at Eli Lilly & Company.