Top 5 Tips for Speakers When Engaging with HCPs at Medical Conferences
Top 5 Tips for Speakers When Engaging with HCPs at Medical Conferences
January 21, 2021 by eMedEvents

No matter what your profession is in the CME field, interacting with physicians should be one of your top priorities. In a report posted by Veeva sixty-seven percent of HCPs still want direct and personal contact with representatives, even in an era with digital driven media, and analytics. Before starting your interaction with physicians, it is best to have a list of realistic goals you would like to achieve for the day, how many HCPs you would like to engage with during the event, how many you would like to exchange contact information with, etc. This is the best way you can evaluate your performance, depending if your goal was achieved or not. Below we will describe the 5 best ways to engage HCPs face-to-face, to ensure success in your business strategy.

1.    Study your audience beforehand:
First and foremost, study your audience before you meet them. HCPs prefer to work with someone, who knows exactly how their job is performed. Becoming informed on the procedures gives insight into what their biggest issues/problems are, and how you can best solve them. Social media platforms, such as twitter, Facebook, and LinkedIn are also good tools for studying and gathering information on your target audience. Join chatrooms, read their blog posts, monitor their interests and likes, in order to best understand who you are communicating with and how best to approach them.

2.    Absorb as much information as possible when listening:
Listening is the most important skill in communication, understanding the meaning behind words allows co-workers, partners, managers etc. to build strong rapports with one another and in turn builds stronger relationships. While you may have researched your audience before meeting them, this doesn’t mean you’re an expert in their field. When speaking with HCPs, make sure you are actively listening to them, it may surprise you what other problems they encounter, that you did not find during your research. Listening can also help you better understand the trends and future technological advancements their field of work will experience.

3.     Your presentation should have in person and virtual elements, along with audience engagement:
Having a virtual component to your presentation allows you to convey lots of information into small modules, that way to not overwhelm your listener. In an Ashfield’s survey, three-quarters of HCP respondents said they prefer both a virtual and oral presentation during meetings. Audience engagement is also essential to making sure your listeners are focused on your talking points, therefore it is important to ask them questions, that way they feel like they are more involved in shaping the learning experience.

4.    Critique yourself:
No matter how hard you try, no event will ever be perfect, there is always something to improve on. Take mental notes during your presentation on what intrigued and kept your audience engaged, and what diverted their attention. This technique will help you understand what exactly about your business strategy you can improve on/remove, for your next meeting with HCPs. If you gave a speech to multiple HCPs, a good way to evaluate yourself is to get an audio recording on your interactions. If you do manage to get an audio recording of yourself, you can observe and correct the multiple key components when speaking to people, these components include, how you react to interruptions, how fast you talk, how you react to losing your place/train of thought, pace, and your volume.

5.    Keep your presentation short and simple:
There is a great quote by speaker and writer Alf Rehn, that goes “average speakers plan for average attention spans. Great speakers plan for optimal attention spans”. He based this quote on the study that a person’s average attention span when listening to a speech/presentation is in the 5-10-minute range. Which is why it is imperative when speaking with HCPs that you get straight to the point. Remember less is more in these types of situations, physicians often find themselves with very little extra time, so they appreciate when content is reduced to its essentials.

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