Leadership Communication and Medical Advocacy

Program

29 April - 3 May 2014INSEAD Singapore Campus

Horacio Falcao – Professor of Decision Sciences Charlotte Appell – Director Partner Development

Program Objectives

The overall goal is to make the participants more effective in their roles as leaders in their country’s medical association, and as team members of the World Medical Association.

More specifically, the program seeks to enhance their competencies as

•1) decision makers, leaders, and team members,

•2) shapers of health policy, and

•3) spokespersons for the medical profession (Navigating the media environment )

Proposed Schedule

Proposed Content (Day 1)•Introduction to the programme

•INSEAD/WMA: Welcome and Program overview

•WMA Policy Advocacy for Health•Role of physicians in health care systems•Organized medicine and the WMA•Health care economics and policies•The value of health care and medicine•Doctors and the health care system: role expectations, satisfaction, key i

ssues, and public perceptions of doctors

Proposed Content (Day 1)Leadership Communication for Physicians

•Leadership communications as a core capability for physicians•Health policy & public health communications: legitimate persuasion•Protecting & promoting the trust and authority of physicians•How to build an effective communications campaign

Navigating the Media Environment•Understanding & working with the news media•Risks and benefits of media interaction•Media agendas, biases, interests and needs•How to work successfully with the media – to benefit patients, the profe

ssion and society

Proposed Content (Day 2)•Leading Change in Health Care

• Discussion of a business case to understand the dynamics of organizational change

• Computer simulation done by teams on change management processes that can be applied inside organizations as well as campaigns

• Discussion of application of said change strategies into the Health care industry

Proposed Content (Day 3)•Crafting the brand value of the medical profession

• Use of a business case to understand the different dimensions of brand building and how to generate value through a brand

• Understand how to craft a powerful brand to the medical profession• Debate the different brand applications within the medical profession

•Negotiation Skills for complex situations• Understanding the role of assumptions and the value of a consistent strategy in n

egotiation through a live exercise• How to initiate a negotiation towards maximum impact since the beginning can p

redict by 60-70% the odds of success of a negotiation defined through an interactive debrief

• How to define success in a negotiation and how to negotiate effectively using role-plays

Proposed Content (Day 4)•Multiparty Negotiations

•Use of role-plays within the medical industry to look at the multiparty dynamics of negotiation

•Understand the differences between multiparty and bilateral negotiations•Discuss and define strategies to create multiparty campaigns and to negotiate the

m effectively for maximum impact

•Coalition Building•Understand how coalitions impact the negotiation dynamics•Discuss the proven strategies to build alliances and coalitions to create positive m

omentum to our cases

•Partner Presentations

Proposed Content (Day 5)•Case Studies

To be identified in the next weeks

•Individual Leadership Action Plans

•Definition of short and medium term goals•Definition of opportunities to start using the knowledge/skills learned in this cour

se•Discussion of the specific steps to be taken to apply the new learnings into action

towards sustainable change

Europe CampusBoulevard de Constance77305 Fontainebleau Cedex, France

For Informations and AdmissionsTelephone: +33 (0)1 6072 4290Fax +33 (0)1 6074 5513E-mail: execed.europe@insead.edu

Asia Campus1 Ayer Rajah AvenueSingapore 138676

For Informations and AdmissionsTelephone: +65 6799 5377Fax +65 6799 5299E-mail: execed.asia@insead.edu