1. Leadership Communication and Medical Advocacy Program 14-18 January 2013 INSEAD Singapore Campus Horacio Falcao – Professor of Decision Sciences Stephanie Comenge – Director Partner Development

2. Program Objectives The overall goal is to make the participants more effective in their roles as leaders in their countrys 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 )

3. Proposed Schedule

4. 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

5. 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 profession and society

6. 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

7. 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 role-plays

8. 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

9. 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

10. Europe Campus Boulevard de Constance 77305 Fontainebleau Cedex, France For Informations and Admissions Telephone: +33 (0)1 6072 4290 Fax +33 (0)1 6074 5513 E-mail: execed.europe@insead.edu Asia Campus 1 Ayer Rajah Avenue Singapore 138676 For Informations and Admissions Telephone: +65 6799 5377 Fax +65 6799 5299 E-mail: execed.asia@insead.edu