Conference Presentation: Destination: Patient Outcomes – Our Journey to Improving Patient Care
Crucial Conversations in Commercial Support
Tuesday, January 23
8:30 AM - 9:30 AM
Location: Palazzo E
Physician Credits: 1.0
Nursing CE Credits: 1.0
Pharmacy Credits: 1.0
ACPE UAN: 0809-9999-18-093-L04-P (Knowledge)
CHCP Exam Designation: CHCP Professional Exam
The ability to communicate in a professional manner is vital to individuals in a number of situations. How we communicate with our colleagues sometimes requires careful consideration, and evaluation of the correct medium (in written format, by phone, or in person). Determining how much- or how little- information to provide can be difficult.
While we as CPD providers may understand the regulatory restrictions surrounding interactions with industry, it’s not always easy to explain the nuances with faculty, planners, internal leadership, educational partners, and supporters. A review of Alliance Member Section listservs shows that a third of the questions posed are related to commercial support regulations, and the landscape is continuing to evolve with the digital age and increased transparency. While it’s vital to cultivate relationships with stakeholders, we all still strive to maintain compliance and integrity of the educational activity. This session will provide case examples and communication techniques of crucial conversations, how they were managed, and the outcome (good or bad).
Examples to include:
- What do you do if an advertiser wants to attend your educational activity?
- What do you do if a faculty member with a COI refuses to change a brand name on the slide because it’s the only device on the market?
- What if one of your planners has started a company that may or may not be considered a commercial interest?
- What do you do if your leadership has developed a corporate partner policy that blurs commercial support and promotion?
- What do you do if a commercial supporter requests more information of your learners than is required for Sunshine Act reporting?
- What do you do if you don’t agree with the terms of a commercial support agreement?
- How do you explain to your leadership if you used less funds than the original grant and have to return the difference?
- How do you explain to a faculty member that even though commercial support isn't accepted, they still can't use trade names?
- How do you discuss with your hands-on faculty the role of the device representatives?
During the session, learners will be able to pose their crucial conversations of the faculty and the group, role play with their peers using case studies, and document these conversations on a take home worksheet, with specific references on communication skills.
The session will cover:
- How to listen to others in the conversation
- Paying attention to body language
- Knowing the audience of the conversation
- Ensuring the message sent is the message received
- Getting to the point
By providing learners with communication strategies for these situations, they can develop better relationships with internal and external stakeholders, hopefully leading to education that is evidence-based and free from commercial bias. By improving "soft skills," learners can cultivate better relationships and get buy-in from others.
- Identify situations where crucial conversations should occur
- Analyze who should be a part of crucial conversations
- Develop communication strategies that can be applied to crucial conversations