Expert presents model to optimize communication in health care

A model for “turning words into action in 1 minute or less” can be used for presentations, panels, meetings, media interviews and writing emails, according to a speaker at the Women in Medicine Summit.

Teri Goudie, founder and CEO of Goudie Media and a former ABC News journalist, who has worked as a communication coach for nearly 3 decades with top academic centers, major medical societies, biotech and patient advocacy groups, said her methodology works as one common approach to “empower you to create growth from the way you communicate.”

“What I’m about to give you is relevant, practical and something you can start to use almost immediately,” Goudie said during her presentation. “Medicine and health care is very personal, so we have to make sure that we’re controlling tone, using stories and adding examples.”

Goudie continued that it’s a unique time to be a doctor, as the COVID-19 pandemic has led people to become more aware of the importance of clinical trials and become more invested in their health.

The formula

The formula behind Goudie’s model is to always think about being simple, visual and memorable, she said.

To keep things simple, Goudie recommends using clear language to “demystify” your information.

She then said it is important to keep in mind how we have become a visual society between online videos and Zoom conferences, so one must “keep moving” to prevent appearing static and impersonal.

We also are inundated with messages from all kinds of sources, she said, and so “what you say needs to stick.”

Goudie then provided a clear understanding of five things that have changed in the last 18 months in communication:

Intention. Present the science with context and clarity so that a patient or a member of your audience can use it immediately.

Pictures. Provide visual examples to help demystify information. Make sure that people grasp the details and will be able to recall your presentation.

Sustainability. Speak with a tone of certainty. If you can’t provide a clear answer to a patient regarding outcomes, tell them the plan for what is next.

Collaboration. Listen to your fellow clinicians and take what you learn to your next appointment.

Image. Reflect on how you present yourself has changed. First impressions are important, as even good lighting and the right atmosphere in an office or during a virtual appointment can put a patient at ease.

Further examples

For comparison, Goudie also provided an example of “what not to do.” She said it is important to avoid relying on memorized message points, especially if you were not involved in writing them.

“You wouldn’t go to a dinner party with memorized message points,” she said. “We go to social engagements to share experiences, to connect with people and to form relationships, so your communication has to be connected as well.”

Her other advice is to always speak in threes.

“It feels balanced and harmonious to the mind,” Goudie said. “If you say, ‘Here are the three questions we should all be asking ourselves as physicians right now in this time of immense change,’ I’m going to write them down.”

Another key to making a difference is to personalize your communication. Goudie encouraged the use of sharing stories, both personal and those learned from people you consider your heroes.

“Stories allow us to connect and allow us to see ourselves in situations we thought impossible up until that moment,” she said. “As important as the science and data are, you need that bedside warmth.”

The model

Goudie said that, with her model, you always start with the idea you’re trying to teach, not a message you’re trying to tell.

Additionally, it’s important to back up your credibility. This can include what experience you have in the topic, what research you have done or who you have worked with in your career that has given you this perspective.

Finally, address the dilemma at hand, what is the opportunity in finding a solution and how to face it together.

“Start with the problem, then move on to the solution,” she said. “Try to have three good comparisons. These could be numbers from data, an analogy, a historic reference or a good story. Mix it up. Make sure it’s not data, data, data.

“You are the light and I want you to continue to shine that light in a more focused way to empower people through your narrative, through your story, to give people the courage to move forward because they can see where you are taking them,” she added.