Leadership Communication and
Medical Advocacy
Program
29 April - 3 May 2014
INSEAD 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
issues, and public perceptions of doctors
Proposed Content (Day 1)
Leadership Communication for Physicians
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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
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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
profession and society
Proposed Content (Day 2)
• Leading Change in Health Care
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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
negotiation through a live exercise
• How to initiate a negotiation towards maximum impact since the beginning can
predict 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 roleplays
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
them 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
momentum 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
course
• Discussion of the specific steps to be taken to apply the new learnings into action
towards sustainable change
Europe Campus
Boulevard de Constance
77305 Fontainebleau Cedex, France
Asia Campus
1 Ayer Rajah Avenue
Singapore 138676
For Informations and Admissions
Telephone: +33 (0)1 6072 4290
Fax +33 (0)1 6074 5513
E-mail: [email protected]
For Informations and Admissions
Telephone: +65 6799 5377
Fax +65 6799 5299
E-mail: [email protected]