Successfully Marketing your Science and Yourselves

30 Pages·2011·1.28 MB·English

Successfully
Marketing your
Science and
Yourselves
Burns C. Blaxall, Phd, FAHA
medicine and Pharmacology & Physiology
University of Rochester Medical Center
Med-into-Grad in Cardiovascular
Science
free advice...
...is worth exactly what you paid for it.
Provide an outline
Marketing your science
Marketing yourself
Every presentation is a
marketing opportunity
What is your goal? (no need to tell life story)
Create a narrative (informative, easily
remembered; consider a picture)
Don’t be afraid to repeat:
tell them what you’re going to say
say it
tell them what you said
Elements of a story:
Exposition
Conflict
Climax
Resolution
Use enthusiasm without superlative
Know your audience
“Assume infinite intelligence and zero
knowledge” (Wolfgang Pauli)
Connect with your audience
“I love California! I practically
grew up in Phoenix.”
Basic Scientists
We are all unique...yet sometimes we meet...aliens.
During...medical school, you will meet...basic scientists. They
may...seem strange to you. They may enthusiastically
describe...subtleties that do not seem to...have much to do
with...medicine. They will invite you to join them in their
enthusiasm by having you do esoteric things in their labs...
This may stir up some tensions within you.
The ideal
clinician...may not feel comfortable with the scientist’s
objectivity, meandering curiosity... There is no simple remedy for
these tensions...
A Survival Manual for Medical Students,
Committee on Medical Education Group for the Advancement of Psychiatry
Overdress
Stay on message
KISS (keep it simple, stupid)
Few listeners will know more than you
Avoid TMI: more info = more ammo
most recognized
brand in the
world?