If you haven’t, be sure to read yesterday’s post introducing this series.
My previous post introduced a new series of mentoring posts to coach patients who are good speakers try to make a business out of it. Believe me, it’s not easy; effective speaking skills are only step one. This series will be about how I’ve built a business. It’s not the only way to do it; I’m just sharing what I’ve learned.
Last week I had such a mentoring call with Randi Redmond Oster, a self-described “writer, engineer and mother who is a passionate advocate for patient management reform.” She’d already been out there giving talks for free at public libraries, with strong positive feedback. Only recently did she realize she might get paid for it. She sought out experienced advice, and here we are: We talked on the phone with the agreement that she’d write it up for posting here (and on her site).
Randi’s site says she “led an engineering team in the design of the Electronic Combat System for the Stealth Fighter and delivered the multimillion-dollar program on schedule and under budget. She is not intimidated by complexity or huge egos or scare tactics.” That turned out to be useful when she spent a month in the hospital with her son, learning the many ways that medicine hasn’t yet learned to be cautious and analytical, as aviation has.
Like many experienced patients, now she’s working for change. She wrote a book about the experience, Questioning Protocol, which led to her Twitter ID @Protocol123. Generous, she’s also shared her learnings with the public in speeches in her home state.
From our first interview she took away five lessons. Here’s the start of our series. [I’ll insert comments in brackets, like this.] Thanks, Randi!
Becoming a Patient Advocate Thought Leader – Lesson 1
I have not met Dave yet, only spoke to him once on the phone and exchanged some emails, tweets and “likes” on FaceBook. But, I can tell we share the same mission. Except, I am starting my journey to become a thought leader and he has already traveled down this road. He knows the cliffs to avoid, the bumps to watch for, and the joy of reaching a destination point.
[I’d hardly say I’ve reached a destination – the plane has merely left the ground.:-)]
Our first conversation lasted 30 minutes and my education began; five lessons emerged.
Lesson #1: It takes more time than you want.
Patience and persistence are key. After three years Dave found some success. He has moved up-market and he’s working to make sure there is a succession of other leaders on the horizon.
Jane Sarasohn-Kahn of Health Populi was one of my early mentors. When I told her recently I’d reached break-even, she said “See? I told you it’d take three years.” Back then I didn’t want to believe it, but it takes time to earn a reputation.
A key factor, as we’ll see in later lessons, is that no matter how compelling your story, it ain’t about you, and it ain’t about me: it’s about understanding your audience and their concerns. That means there’s work to do. Take along a lunch.
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Additional lessons to come in subsequent posts. Questions? Put ’em in the comments.
This series couldn’t have come at a better time for me! I love lesson #1 – I’m only a couple months into my journey as a patient speaker, and it is taking longer than I want :P but it’s good to know that’s normal. I look foreward to reading the rest of the series!
So, dude, we already had a call like this – can you write up what you learned? Game on?
Can do! Although my notes are in a moving van right now…
Since this series is going on, I have some questions – any of which could be fodder for future posts. The main thing I’m interested in right now is getting more speaking gigs! To that end,
1) What types of organizations hire patient speakers most often? Schools? Hospitals? Medical associations? Pharmaceutical companies? All of the above?
2) What percentage of gigs come from referrals vs calling/emailing companies out of the blue? Which should a speaker focus on?
3) Are there any best practices when contacting an organization about speaking opportunities?
4) From first contact to standing on stage, what does the process of finding a gig generally look like?
Okay, all of you, I love these additional questions – do I have a volunteer to be the organizer / curator of the list?
Bear in mind that I have 4 more tips in the pipeline from Randi’s first note-taking, so, happily, this will keep the blog percolating for a while. :)
I’ll keep track of the list. That’ll be $1000 a day please :P
Trevor, the short answers to your questions are:
1) See today’s post – you’re basically asking “What do creatures in the Pacific Ocean like to eat?” :-)
2) I hate “cold calling.” Every single gig I’ve gotten has been inbound – they called me. This is why your reputation is essential. Do everything you can to make your customers happy.
3) Best practice: I don’t do it, so I don’t know. Others may. (Anyone?)
4) We’ll get into the “post-Yes” prep process much later.
p.s. I remembered one method for spreading your reputation, when you’re starting out:
a) Create a thrilled client. (You’re a natural, but for most people that will take time; no problem, just keep at it.)
b) Ask them “Who else do you think should hear me talk?”
I turned this exchange into #3: Q&A on sales.
A few more questions:
-how do you balance a full-time job with aspiring to become a professional patient (I have to pay the bills somehow until I feel comfortable enough to transition)
-how do you recommend networking for marketing, and tips for differentiating yourself in this process?
-how do you convince groups (when you haven’t established yourself yet) that even paying for the time you miss at work is worth their while (see point #1 about paying the bills…I do and have taken vacation days for this work, but I can’t use them all!)
Thanks for putting this together Dave. I’m getting unsolicited advice and I have to succeed at this if the world of stroke rehab ever joins the 21st century.
Glad to see this happing Dave !! Like i said : Make yourself obsolete and multiply your vision and those of other patients. Take care of your legacy because even “an” ePatientDave once-up-on-a-day will have to stop the roller-coaster he’s in right now ;-)
The next lesson is posted: Understanding the industry. The closing line is “2/3 of good speaking is good listening.”)
There are some intriguing points in time on this page but I don’t determine I see every one of them center in order to heart. There’s some validity but I will need hold viewpoint until I look into the idea further. Piece of content , thanks and that we want far more! Added to FeedBurner also
Love the “thrilled client” point. I realize there are a few of them that I haven’t kept in touch with. Will compile a list and be in touch with them. Thanks for so generously creating this series . . . and for introducing me to it too.