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Feb 25 2014

New approach to low cost simulation, e-learning style: meet SIMTICS Founder John Windsor

Professor John Windsor chose to specialize in pancreatic surgery because he saw this vital and difficult-to-reach organ as “the last frontier of general surgery, with huge challenges and still much to learn.” This gives you an idea of Windsor’s curiosity and drive — two qualities that led him to found SIMTICS.

SIMTICS is an innovative e-learning company that uses online simulation technology to train students in medical procedures. Windsor, who is Professor of Surgery at the University of Auckland, New Zealand, knew that you can’t teach practical procedures in a classroom and in the hospital.  With the random presentation of patients it is not possible to plan systematic training.  What is more, patients are less happy to be trained on.  A new approach was needed and Windsor set out, with his colleagues, to develop a new way to train large numbers, even in remote areas, through low cost, high tech web-based simulation.

Windsor was inspired by the success of flight simulation for effectively training people in the high-risk aviation industry. In a similar way SIMTICS is using web technology to train for performing complex procedures while reducing risks to patients. Students can learn at their own pace from anywhere and are no longer as reliant on the availability of suitable patients and teachers.

Windsor joined me for an enlightening Q&A on his perspectives on education and innovation; how e-learning is revolutionizing medical training; and his motivations, concepts and experiences behind SIMTICS.

What has influenced your approach to medical procedure training?

An important influence was homeschooling our five children until they were teenagers which taught my wife and I a lot about learning. We learned about differential readiness and different learning styles. We learned about how periods, classes, assigned topics, and homework and didactics are barriers to learning. A child who is learning will keep running with something they are interested in.  They’ll be more spontaneous because they enjoy their learning.  To force a kid to take a step they’re not ready for will turn them off.  In homeschooling the learning is self-paced.  That allows a child to stay on task and keep mining that opportunity for as long as they like.  The success of homeschooling, which was a radical departure from traditional education, gave me courage to try something new with teaching in medical school.

Another important input for me was being involved from the very beginning of the laparoscopic revolution. This was a game changer. For the first time we had digital images of entire procedures, but we also had a whole surgical workforce deficient in essential new skills for the new technique. My return to New Zealand in 1991 meant that I had the opportunity to develop and build a skills training and simulation center–the first in Australasia. But ultimately this too influenced me because of the increasing cost of providing skills and procedural training by short courses and refresher courses.  Without huge subsidies it is difficult to provide a sustainable training program through dedicated skills centers with expensive hardware-based virtual reality simulators and there is the problem of ‘tutor fatigue.’  Taking people out of the work force for training also reduces service output.

So I have a lot of experience in the development, delivery and assessment of short courses to teach clinical skills and procedures.  I learnt about how technology often drove courses, how courses needed to be repeated to address knowledge decay, how courses take people out of the work place and how expensive they are.  I also learnt through my international travel and teaching about education faddism.  Every self-respecting institution wanted their own multi-million dollar skills laboratory even before there was evidence for the reliability, validity and cost-benefits of simulation training. We still do not know if patients do better (the final and most important outcome variable) because of the new ways we teach.

 

How does the e-learning model fit with medical education?

Our education and frameworks are still last century.  The learning space, the learning journey is more complex than it used to be. With the Internet, we should be designing things that are simpler and much more efficient. I don’t think we’ve been radical enough in thinking how learning might be.

We are moving into the age of personalized medicine and I think this needs to be matched with personalized learning. There are some extremely exciting developments in education theory and practice, which are often overshadowed by educational technology. Further, the use of the web as a platform for the delivery of education in healthcare is in its infancy. As such e-learning has tended to be an add-on to existing frameworks and pedagogy, and has not been used to re-invent the learning paradigm.

The biggest challenge of e-learning is getting past the limited mindset and current approach (limited to words and images) to incorporate interaction, simulation, decision-making, assessment and feedback.   These are all possible. We should be supporting more personalized learning off-campus, so that teacher face-time can focus on higher-value activities, and in particular identify specific training needs through e-learning. That has been one of our goals at SIMTICS.

What motivated you to change the medical education delivery model?

The frustration of learning how to do clinical procedures and operations was apparent from the beginning of my training.  Learning is reliant on the random admission of cases. It might be months before one saw a second similar case to practice what she had learnt the first time around. Not ideal for reinforcing learning. Further it is difficult to integrate all the inputs, which come at different times from past experience, experts, books, videos, conferences.  To bring all learning media together on one learning platform was our goal.

So we started brainstorming about how procedural skills might be learnt in a cost-effective, individualized, durable, and accessible way that integrates and extends existing curricula and takes advantage of the internet and the cloud.  The need drove a vision.

How did these experiences all add up to the formation of SIMTICS?

There were three of us at the beginning: a frustrated South African surgeon who was compelled to re-sit his surgical exams in New Zealand, a pediatrician who was a computer and IT expert, and there was me as surgical educator. It was the surgeon who suggested that it would be nice to bring all the learning materials together in one place to facilitate learning.  It was the pediatrician who convinced us it could be done in an integrated and educationally sound way.  So we sketched out, on a napkin, the computer interface that brought the core media elements together.

The surgeon missed his exam, the pediatrician retired and I was left standing, but not before we made some real progress with the concept. We did enough to win a national award and were offered a two-year residency in the IceHouse business incubator. This gave us the opportunity to build a business around the idea.

Why is cognitive simulation the cornerstone of SIMTICS technology?

Cognitive simulation is a point of difference for us, as it emphasizes that much of procedural learning is a mental process. And that much learning can take place before actually doing the procedure. There is an excellent study which demonstrates that mental rehearsal is just as effective as repeated practical courses for maintaining procedural skills, which emphasizes the importance of the cognitive element of procedural learning.

The SIMTICS integrated cognitive simulator allows the student to read the steps of the procedure and understand the basis for it, to watch an expert perform it, to interact with the anatomy relevant to the procedure, and then to do the procedure, with visual clues.  The latter guided learning can be turned off and the procedure repeated as an assessment.  This can all take place before the procedure is done in a patient.  The procedure might be putting in a urinary catheter or a chest drain, performing a lumbar puncture or suturing a wound.  And the learning experience can ensure that the right thing is done at the right time and in the right way to ensure a safe and efficient outcome for the patient.  The learner gains confidence with competence.

The simulation component is special because of its simplicity.  Rather than breaking the bank with a fully interactive state of the art gaming technology, we realized that this is not required for learning.  When a complex procedure is deconstructed and the steps taught in sequence, it is possible to capture these sequences.  The can be used as ‘pre-rendered’ sequences which play out when the right decision is made, or not if the decision making is wrong.

SIMTICS was the result of identifying an urgent need and creating an innovative solution.  What does it take to become an innovative thinker?  Is it within everyone’s grasp?

Innovation starts with an idea, and is usually fueled by a need.  Being aware of needs and being skeptical about common solutions is important.  The reality is that truly original ideas are rare, like the splitting of the atom to release nuclear energy.  Most innovations come from new applications of existing ideas, a sort of cross pollination.  An example of this is the innovation of putting a light weight power generator in a soccer ball so that kids playing football in the dusty village square can provide electricity for lighting or the water pump for the family. The power generator technology is not new, but the application is innovative.  I think we have done this at SIMTICS by bringing together ideas in education and technology and applying this within a new e-learning paradigm of cognitive simulation.

Images: John Windsor, SIMTICS

 

Written by Laura R. · Categorized: Healthcare PR, Medical PR, Uncategorized · Tagged: cognitive, e-learning, education, innovation, medical, patient, procedure, simulation

Feb 19 2014

Unshakable Marketing Principles for the Digital Age: Q&A With Marketing Consultant Kathryn Gorges

Kathryn Gorges (pronounced gorgeous!) knows how to spell out the core principles of marketing for companies overwhelmed by the present demands of content strategy: “The most important thing is who you’re targeting and how you’re solving the customer’s problem. You can’t create content for the masses; you need to speak directly to your target segments.”

Gorges is a marketing consultant and Social Marketing Diva with over 17 years experience. She works with brands to increase visibility and nurture customer relationships through web content, social media, email, and event marketing.

I spoke with Gorges to glean insights into how marketers and PR professionals can generate quality customer conversations and relationships in the digital age.

In the midst of constant changes in digital marketing, what are the core, unshakable marketing principles?

KG:  We’re still in the middle of a transition where we have these bright shiny objects and we’re not sure how to use them. People are throwing thousands of dollars away on marketing automation and blogging and images, and not knowing what they’re doing.

The truth is, at the heart of everything is still the story. People doing marketing strategy the right way are the ones that lead with the story of how the product or service is really making a difference for people. Out of that, all content is created. The story is the core, the touchstone.

Companies need to figure out, what is the central narrative? People are developing all kinds of content and wasting money because the content doesn’t match up to that central story.  It’s the story and behind that is the customer.

There’s a problem of focus these days. The focus is on lead generation and brand awareness and putting all that into these tools. But where you make money is with repeat business. Otherwise it’s a transaction. If you don’t have real customers and repeat customers then you’re not building relationships with those customers.

It’s not about one-way messaging. What is the reality like when someone calls your company for service?  If you know your job is to give them an excellent experience but the customer gets put on hold for 20 minutes then it doesn’t matter what your message is. Companies can’t rely on the artifice of messaging and phone scripts.”

What value does social media provide in all this?  Lead gen? something else?

KG: Customers talk to other customers. They can do a search and find out what others are saying about you. It’s all out there. Millennials have come through the recession and are really skeptical about vendors’ promises and one-way marketing. They want real relationships. They are going to build that relationship on top of the trust that gets passed on by knowing how other customers feel about your product or service, especially from people they know. That’s first, then the relationship with the company follows.

That means the real experience people are having is more important than the messaging. Customers won’t form a relationship with a brand because of the brand’s messaging. They want to know, ‘does this make a difference for me?’

Today there are so many places to find out about a product or service before customers even talk to a company. They want other people’s experiences first. Once they’ve seen that then they are ready to see what the company says about itself.”

Why does content strategy matter?

A content strategist figures out how to create a bigger view (and greater visibility) on the web.  This person develops a cohesive strategy that in every way carries forward the narrative, with different pieces of content for different platforms.  Companies need a content strategy where derivatives of the content are published on the companies’ social platforms as well as 3rd party media platforms.

Derivative content includes: press releases, infographics, blog entries, bylined articles/op eds, social channel entries, etc.  You can get your content in front of people directly but it delivers real value when you have a direct relationship with the customer.  Now you have this whole other mechanism of getting content out there.

Knowing how to develop and produce the most compelling content; knowing what resonates is now vital to marketing success.  Marketing people haven’t had to produce this content before.  There wasn’t this big content machine.

So there is an ever demanding content generation machine and your potential customers are consuming that content.  But there’s also Google – companies need to get decent search results to have social authority.  There’s this crushing need for generating content and putting it out on company websites.  But the company needs to be a subject matter expert, not a media company.

Don’t lose sight of the 2-way relationship with the customer.  That isn’t going away any time soon.

Images:

Kathryn Gorges: Kathryn Gorges

 

 

Written by Laura R. · Categorized: Marketing, Other, Public Relations, Social Media, Uncategorized · Tagged: content, content strategy, customer, customers, marketing, PR, Public Relations, social marketing, social media

Feb 06 2014

How to Bond with Today’s Freelance Journalist: a Q&A with Healthcare and Business Writer James Ritchie

With hybrid expertise on the business and healthcare beats, James Ritchie has earned himself job security at a time when journalism keeps changing. “Business journalism is never going away,” he explains. “People need business information to make decisions.” What’s more, Ritchie says, “I have a broad background in covering healthcare; that’s my competitive advantage.”

Ritchie has more than eight years of experience covering healthcare, including medical practices, health IT, insurance companies and hospitals. After working as a staff reporter for the Cincinnati Business Courier, Ritchie became a full-time freelance writer for a variety of media and corporate clients. He continues to write for American City Business Journals in several capacities.

I asked Ritchie about the role of PR in his day to day work as a journalist.

How has journalism changed for you in the last 3 to 5 years? 

“The pace has changed. Throughout the media world, you see a lot more short pieces on the web to break or update news. Headlines need to scream, ‘Read me!’ Quite a few stories can be told with infographics and bullet points. It’s harder to get and hold people’s attention, and if you’re planning to write a long narrative piece at many publications the bar is very high. It had better be a remarkably interesting story.

“Of course, it depends on your audience too. In the traditional daily newspaper you have sports, business, news, comics, etc. But now a lot of people are reading about what they’re interested in and tuning out nearly everything else. If I own a restaurant, I’ll read a trade publication on restaurants. And if you’re writing on business and particularly in specialized areas – in my case, usually healthcare – you’re more likely to publish the stories of 700 words or more, because the audience is hooked by virtue of the topic.

“But there’s still no room to be boring.”

What makes a great story?

“What I’m going for is something inherently useful to the reader. They’ll take the information and do something with it; it’s not a passing interest.

“There are a lot of ways to tell good stories. News today is often recursive, where one outlet is quoting – and linking to – another. If you can show your readers something interesting or useful in that way then you’ve done them a service. For investigative stories, you often see data journalism, where you’re trying to pick out trends from a big data set. If you can analyze the databases, you can tell stories that you couldn’t have gotten to in the past.

“But there’s still a place for going out and looking people in the eye and getting stories. We have to be careful not to move too far away from that. You need humans to tell the stories.”

How often do you deal with PR professionals? 

“Quite a lot. There are many cases where PR people help me to get in touch with executives, physicians or other sources in their organizations. And I listen to their pitches as long as they’re relevant to something I might write.

“Of course, you can’t respond to everything. A healthcare reporter shows up on all kinds of lists. When I was in a staff reporter job, I would probably get 200 emails a day. But most of them wouldn’t be relevant to me. They may have personalized the email with my name, but it was going to a whole lot of people. One time I got a pitch about a health screening van in a parking lot in Montana. I would delete that.

“Things that are pitched to me specifically, I read.

“I like Help A Reporter Out (HARO); I put queries out. If it’s a hot topic you get a lot of response both from PR contacts and directly from sources.”

What can PR people do to improve their relationship with you?

“Probably the main thing is to focus on the person-to-person relationship. Build a social bond. You might not be best friends, but you can position yourself so your email gets read. Send a sentence or two. Say, ‘I have a story I think you might like.’

“If you can provide an exclusive story that’s in line with what the publication does, that helps. Journalists work hard for exclusives. If a PR person says, ‘I’m going to give this to you first,’ that’s of interest. Barring that, at least bring a new angle.”

Do you value the PR-Journalism relationship?

I value the relationship. If you call an executive at a hospital or large company, in many cases they’ll refer you back to a PR person. The PR person can often get you the access you need. The second thing: They’re there, and people internally are feeding them stories that you might not hear about otherwise.”

James Ritchie image: provided by James Ritchie

 

Written by Laura R. · Categorized: Healthcare PR, Journalism, Pitching Stories, Public Relations, Social Media, Uncategorized · Tagged: article, articles, health, healthcare, journalist, journalists, media, pitch, PR, press, press release, Public Relations, social media

Jan 22 2014

Healthcare PR Advice from Editor Donald Tepper

Donald Tepper is editor of PT in Motion, a publication for members of the American Physical Therapy Association (APTA). PT in Motion covers relevant legislation and association news, and “discussion of professional issues and ideas in physical therapy practice.” G2Comm works with a wide range of healthcare providers so I talked to Tepper to get his take on working with PR professionals.

Tepper provides some sage advice for PR folks who want to impress editors by delivering useful and valuable stories.

Know Your Story Inside and Out

Tepper has encountered PR pros who know virtually nothing about their own products or company beyond the press release. “If I’m interested in pursuing a story, I find it frustrating to ask basic questions and the PR person knows absolutely nothing,” says Tepper. “They can’t clarify anything in the press release or speak to anything beyond what’s in it.”

“A lot of PR people think their main function is to pitch.  Trouble is they don’t know what to do next. They don’t know how to tailor a pitch to a particular news outlet.” It helps if PR reps have some honest curiosity and interest about what they’re pitching. Don’t just do a robo call.”

Know My Story Too

Tepper once worked in PR. “When I was on the PR end, reporters would call to ask questions; they knew the subject and the publication and I knew theirs. He doesn’t expect PR people to be experts on his publication but knowing Tepper’s story means knowing what’s relevant to his readers.  “I may get a pitch about a chiropractor who offers a product or service but—because the focus is on the chiropractor—it’s not relevant to my physical therapy readers.  But if the product helps PTs do their job, I’m interested. Tell me why it’s relevant.”

Know What Makes a Story Valuable

“Why should our readers care?” questions Tepper. “If [PR pros] can answer that, I love it. The size and exposure of your company is not important; the topic and angle you’re pitching is.  Pitch me an interesting topic that readers haven’t read before; nuggets of useful advice.

Value for PTs means information that helps them operate their businesses better.  For example, “we would write about what questions you should ask when evaluating EMR [electronic medical records] systems.  Or concept pieces such as ‘What is Crowdsourcing?’ Both have relevance for PTs.”

If you’re pitching a product, the same value criteria apply. “One inventor developed a new cane – Swiss army knife of canes — that found its way into a larger article on inventors. We wrote about how the inventor came up with the idea, then how the product was developed and commercialized. That type of article goes over well.”

Know What Journalist’s Look For

Journalists are always looking for credible and knowledgeable sources. Make your pitch attractive by providing a source “who is willing to be quoted and talks beyond yes and no answers.”

“We prefer to talk to clinical people at smaller companies. More productive interviews have been with clinicians who’ve founded and grown their own practices. They have both a business and clinical perspective.”

Highlighting contrarian points of view is also important to journalistic integrity. Tepper uses multiple methods to identify diverse sources, including social media platforms.  “We’ve had articles where we’ll do basic online research and turn up great sources that way. We also have an editorial advisory group…[and] rely on APTA staff specialists.” If your sources understand the POV you bring to a larger story, you can make it easier for journalists to integrate their voices into their articles.

Know How to Write

Don’t let weak writing stand in the way of your story. “Many of the news releases and announcements I receive are not well written,” says Tepper. “If it’s poorly written or has grammatical errors, it reflects poorly on the message of the release.  I recognize that releases are written to please the client, but it would be nice if PR people attempted to inform the client that if changes were made to the release it would make it far more effective.”

Good grammar is the minimum. To really stand out, you need strong, compelling language as well. “Too many releases use ‘PR language’ with terms such as revolutionary, extraordinary, and cutting-edge.” Cliches make readers tune out. Grab editors’ attention with clear, fresh language that explains the specific value of your story.

Think Before You Pitch

Tepper’s bottom line: “PR professionals need to understand that PR is more than pitching stories.”  Before blasting editors, know the details, context, value, and interest of your story.

Image provided by Donald Tepper

Written by Laura R. · Categorized: Healthcare PR, Medical PR, Pitching Stories, Public Relations, Social Media, Uncategorized · Tagged: article, healthcare, media, physical therapy, PR, press, press release, PT, social media

Jan 13 2014

How to Pitch a Healthcare Influencer: Q&A with Forbes Columnist &Tech Innovator Robert Szczerba

“Rocket Science meets Brain Surgery” is the attention-grabbing personal slogan of Healthcare innovator Robert J. Szczerba. And he can back it up: Szczerba started out in Electrical and Computer Engineering at the University of Notre Dame, where he performed research with the Jet Propulsion Laboratory. He then spent more than 15 years at Lockheed Martin as a Chief Engineer and later Corporate Director of Healthcare and Life Sciences.

Today, Szczerba is out to revolutionize Healthcare through advanced technologies. He left Lockheed in 2013 to form X Tech Ventures, a company built on William Gibson’s famous quote: “The future is already here, it’s just not evenly distributed.”  For Szczerba, this quote captures “a simple message: that the answers to some of our most complex problems may not be light years away but may simply require a more informed look at the present.”

Why did Szczerba turn his focus from aerospace to healthcare? “My interest in healthcare arose about 6 years ago when my son was diagnosed with autism,” he explains. “That experience gave me insights into the deficiencies of the healthcare industry and also motivated me to find ways to improve it.”

At X Tech Ventures, Szczerba oversees incubation and acceleration of technologies for diverse companies. He also writes a column at Forbes exploring the “intersection of technology, innovation, and healthcare.” I did a Q&A with Szczerba to learn how healthcare PR pros can connect and collaborate with industry thought leaders and innovators.

Do you see the Forbes column as a media trend, where industry executives–not journalists or editorial columnists–are viewed as thought leaders?

“I’d compare the media trend today of using industry executives as columnists with a similar situation in sports broadcasting from several years ago. In that case there was a lot of controversy when a professional player went directly from the field to the broadcast booth. The feeling from traditional broadcasters was that the player ‘didn’t pay his dues’ as they had. But the athletes became color commentators and were paired with traditional broadcasters to produce a higher quality product. I’m not a traditional journalist: I provide “color commentary” on the technology and healthcare space. I’m an opinion writer.”

What strikes you as good subject matter for a column?

“The subject matter that I’m most interested in revolves around looking at problems from different or unique perspectives…Can we take a common technology in one domain and apply it to another? Like the intersection of the aerospace and healthcare industries. Flight simulation is common in aviation to train pilots in very complex and stressful situations. You can test complicated scenarios on a simulator in a low-risk, low-cost environment.

So, what would happen if you built a ‘flight simulator’ for a hospital to train people on new procedures in the ICU or ER? Why should a nurse have to read a 200 page manual to learn how to use a new medical device when they could practice using the same device modeled on their smart phone?”

What do you find frustrating with PR people who contact you?

“I really don’t like ‘attack pieces.’  People often pitch me stories that attack another person, product, or concept. I have no issue with writing a critical piece about another person’s idea, as long as I have an alternative approach to put forward.

Destruction is easy; but creation is difficult. When people pitch ideas that criticize products or concepts I always ask what their approach is and why it’s better. Unfortunately, more often than not they rarely have a good answer.”

What do you find helpful?

“I appreciate it when someone sends me comments or suggested topic ideas, but not as part of a formal pitch. For example, sometimes people send me comments on my recent articles suggesting another article for me to look at that takes a different point of view.

I also appreciate it when PR people have done their homework on what I write about and are able to give a quick 30-second summary of why this topic might be of interest to my readers.”

Who or what is your ideal source?

“I don’t think my ideal source falls into any one particular category. I tend to reach out to people who are passionate about their topic. Someone who wants to change the world and is cocky enough to think they can. These are the people I want to talk with.

Who says that the greatest ideas need to come from the chief of surgery from a major hospital as opposed to a charge nurse in a rural clinic?  The best ideas don’t always come from where you’d expect them.”

How do smaller companies grab your attention?

“For my columns, I don’t differentiate between large and small companies; I only differentiate between large and small ideas.”

 

Image provided by Robert Szczerba:

Written by Laura R. · Categorized: Healthcare PR, Medical Device PR, Medical PR, Pitching Stories, Public Relations, Uncategorized · Tagged: aerospace, autism, Forbes, healthcare, innovation, Lockheed, pitch, PR, technologies

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