When Seconds Count… Physician Anesthesiologists Save Lives.™

1. When Seconds Count…Physician Anesthesiologists Save Lives.™ Storytelling and Colleague Engagement Presented by Joseph LaMountain Date: 6/26/2014

2. 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

3. 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.

4. 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

5. Effective Storytelling

6. Storytelling is in our cultural DNA For 97.5% of human history, speech and gesturing was the only way we communicated with one another.

7. Storytelling is in our cultural DNA • 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.

8. 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.

9. We win when there’s an emergency

10. Policymakers agree

11. The profession’s challenge

12. Credibility: The Power of Your Personal Story

13. What Makes an Effective Story?

14. 6 Storytelling Tips “Prove” your key message. Include five key elements: Who, what, when/where, why and an ending. Be visual. Paint a picture in the other person’s mind. Avoid jargon, lengthy and specialized medical words. Be passionate. Keep it short.

15. 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

16. 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

17. Do they pass the test? “Prove” your key message. Include five key elements: Who, what, when/where, why and an ending. Be visual. Paint a picture in the other person’s mind. Avoid jargon, lengthy and specialized medical words. Be passionate. Keep it short.

18. 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.

19. 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

20. 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. 

21. Call to Action

22. Repetition is Essential Even if we are in the minority, if we constantly repeat our beliefs, our opinion may seem to be the majority. The more often a statement is heard, the greater likelihood that people believe it comes from a credible source.

23. 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.

24. 8 Ways You Can Help • Show ASA “close call” videos at your next staff meeting. • Present 6 Storytelling Tips at SCS meeting or distribute handout. • Distribute slide deck or handout to all members of your practice. • Include videos on SCS website and social media properties. • Include Stephanie Arnold ad in SCS newsletter. • Share your story on WSC website. • Join ASA Grassroots Network at grassroots.asahq.org • Share any ideas.

25. 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.

26. Discussion

27. Additional Webinars - Mark Your Calendars • Thursday, Aug. 28: Social media and public awareness • Thursday, Sept. 25: ANESTHESIOLOGYTM 2014 annual meeting

28. Post Webinar Survey Please answer our quick survey after the webinar: https://www.surveymonkey.com/s/GKKN7PX

29. Thank You