1. www.wma.net Caring, Ethics, Science

2. Caring Physicians of the World (CPW) Medical Leadership Communication and Medical Advocacy Course Monday, 2 nd May (18:00hrs) – Friday 6 th May (19:00hrs) Mayo Clinic, Jacksonville, Florida, U.S.A.

3. Program Objectives Support the physician leaders of tomorrow to be more effective in their roles within their National Medical Association. More specifically, the program will enhance competency development in core domains: Leadership, strategic decision-making and negotiation Health communication and policy Social media and traditional media

4. Indicative Schedule

5. Leadership and Strategy Setting aside the traditional notion of a leader, how can physicians inspire and enable those around them, from allied health professionals to peers and associates, towards shared goals in health. Learning objectives: By the end of the session, participants should: Understand how personal and group thinking processes are impacted by time pressure and uncertainties Be knowledgeable about how good leadership practices, employing decision models, stakeholder analysis, and SWOT analysis, can improve decision processes. Know how to evaluate and assess personal leadership styles and how to adapt these to fit the situation Have learnt how to build commitment to shared goals

6. Health Communications and Policy (1) How do physicians counsel patients in an era of smartphones, google and blogs? How do physicians effectively provide medically relevant information in a time constrained environment to patients who have a wealth of health information available at their fingertips? Learning objectives: By the end of the session, participants should: Have explored the challenges to patient counselling that the twin pressures of time and the wide availability of web health information present Have learnt some tactics and tips for counselling in a time pressured environment Considered how to harness advantages of more informed patients, who are more active in their own health Shared experiences on working with expert patients, acknowledging differing cultural influences on health information seeking behaviour

7. Health Communications and Policy (2) How should physicians adapt their communications style to meet the communications challenges outside the consulting room? Increasingly physicians are participating in health education campaigns and seeking to influence policy. How do physicians translate their key ethos of caring, ethics and science into the public arena? What are the good examples of how this is being done effectively? Learning objectives: By the end of the session, participants should: Learn from examples of how physicians have successfully raised the voice of their profession in public campaigns and debates Better understand how to orchestrate an effective communications campaign Review practical tools and examples on engaging policymakers, coalition building, politics and grass roots campaigns.

8. Social Media How can physicians get engaged in social media and do it effectively? From taking on health policy issues to engaging with media to talking about diseases and public health issues, social media offers an incredible platform to raise the medical voice. Learning objectives: By the end of the session, participants should: Be knowledgeable about the opportunity social media presents to amplify the medical voice in public health, and be aware of possible pitfalls Understand the key social media platforms and how to use them responsibly Understand how to integrate social media tactics into media and/or policy campaigns

9. Traditional Media How can physicians proactively and reactively manage traditional media channels to communicate sometimes complex messages about medicine and health. How can physicians engage and communicate the key principles of caring, ethics and science. What are the practical techniques for managing combative interviews and positive media interactions. Learning objectives: By the end of the session, participants should: Be knowledgeable about how to translate media opportunities into successful communication platforms Feel confident about managing more challenging interviews Understand what makes a good media message

10. 10 Class of 2014

11. 11 “The greatest value was to meet people from around the world and to learn from their experiences. The highlight was the enthusiasm, even passion of many of the lecturers.” “The advocacy and multi party negotiation training was of great value to me. The acquired skills were very useful to me directly after the training ended when I came back home.” “The training enlightened me on how to lead an professional organization, using modern tools like media, negotiation, and networking.” Looking at the Medical Association in a different perspective, thinking about the goals that could be achieved for the organization - the networking was invaluable Class of 2014

12. www.wma.net Caring, Ethics, Science