people come in a little later. Thanks for joining us. I think you'll find this is not what necessarily what you're expecting because it's going to be a lot of fun interaction and thinking about how you can change how you're presenting things in your individual personal world. And when you complete this, you will become an agent of C-E-R-C, CERC. You will become an agent. Okay. So we will start on this program. Let me start out with who the panelists are. Let's go forward this way. There we are. Okay. So I'm Catherine Miller, past president of AECOM. I spent about 30 years in workers' compensation in Colorado and on faculty teaching residents and so forth. We'll let other people expand more about themselves if they want, but we'll make it short here. So Dr. Bill Buckta, also was past president of AECOM and has extensive experience in occupational medicine in a variety of areas, including some teaching. And we are very, very blessed to have Dean Jean, who is well known in occupational medicine for his expertise in all sorts of media and presentations. And so he's really going to be able to help us out and think about how to do better, more professional presentations. Okay. So you're saying, what the heck was she talking about? What is this CERC? I don't even know what it is. It is the new council on external relations and communications for AECOM. So for years, we have been involved in creating things that we thought our members could use, but you couldn't necessarily find them and you weren't sure how to use them and they weren't maybe being applied or helpful to you in the way that we wanted them to be. So the new council is dedicated to communicating to the public and external groups, responding to emerging current events, building external relationships, and as here, encouraging members to increase OEM visibility, which is why you all are here, to increase OEM visibility and visibility for yourself, right? And just one other thing I just wanted to mention is this council has also put in place awards for journalism. You have already seen that we've given these out. So if you encounter any articles, media, anything like that, that you think is really amazing, that talked about occupational medicine or alluded to occupational medicine, please let us know. Oh, I left Erin out. Oh my gosh. Let me go back. I'm so sorry. What did I do? We're going to complete this overview about giving you hints about presentations and so forth, but then what you're going to do is work in small groups, so we will help you group up here, and think about how you personally, what are your connections that you want to do some sort of presentation, it can be written, it can be a lecture, it can be whatever you want to do for the groups that you personally are already involved with. So we want you to create something personal, and you guys will work as a group, we'll give you a little more information on that, and then report out at the end, hopefully in your discussions you'll have thought of things that might help other people in how they might want to present things. Okay, so when you're going about this during the next hour, you will decide how to tell the public about OEM, defining your message, thinking about what audience are you talking to, who are you going to contact, that sort of thing, you could be sharing information on social media, that's another thing you could be doing, so you could be doing any of these things, but you're going to have a plan when you walk out of here, or you don't get a button, so, you're not an agent if you don't have a plan, alright. So then we're going to review some of the available tools, and then we'll let you get going on that. So we all just wanted to share a few little things about what we had done, just to give you ideas of the sort of variety of things that happen. So because I was involved in workers' compensation, I also got involved in working with many specialties. So just being in that position, and working with the Colorado Medical Society, I chair their committee on workers' comp, I was able to talk to all the different specialties about what is occupational medicine, what do we do, how do we contribute to this, and improve our relationships within medicine. I also did grand rounds for internal medicine residents, I was an AMA delegate for ACOM, which also allowed me to speak to a lot of different specialties. So those are just sort of things that was part of my life that I did. So Dean, can you give us some ideas about what you've done? Okay. It might be helpful to understand my background a little bit. I got into occupational medicine by way of internal medicine, I kind of hated internal medicine. I mean, I loved internal medicine, but I knew it wasn't for me. Recovering interns. Recovering interns, yes. And basically, I give a lot of presentations to hospitals, and I'm often asked, what is occupational medicine? I, of course, describe the nuts and bolts of occupational medicine. We treat injuries, we're really expert at exposures of all kinds. We also get into things like ergonomics and toxicology and psychological issues in the workplace, scope of work. But I also kind of want to hit the nobility of occupational medicine. Occupational medicine has saved lives, hundreds of thousands, maybe millions of lives. For example, hazards like benzene, we identify that, we call it out. Hazards like tetraethyl lead and gasoline, we were instrumental in helping get that out of gasoline, and it's been estimated that this raised the average IQ of the United States by one full point, which maybe looking at local news or news on the national scene, you won't believe it. But that's important because in addition to shifting the curve of IQs, you remember on the tails of the curve, when you shift it even one point, it's exponential. So we probably cut by 75% the number of profoundly mentally retarded people just by that simple act. More recently, DBCP and sterility, diacetyl and popcorn lung, we've done a lot. And so when I talk about occupational medicine, I basically say that, look, when it comes to exposure that, thank you, all right. Where was I? Yes, I remember. Okay. When it comes to exposure, we really want to talk about not just our nuts and bolts, not just how we're going to help you with your workers' compensation or other injuries, but also some of the things that we've done that, you know, occupational medicine has led to, remember workers are like the canary in the coal mine, right? They get the biggest exposures. So occupational medicine research over the years done on workers has led to recognition and expansion of fields like industrial hygiene, personal protective equipment, cancer epidemiology, air pollution epidemiology and toxicology, and a lot more. So you're kind of selling not just your services, but also sort of the track record of your field. And anyway, I kind of talk about the essential nobility of occupational medicine. So that's my approach to it, Catherine. Thank you, Dean. Bill? Okay, I'll try to work the microphone like Doug Martin. Anyway, so I'm Bill Buck. I started my med practice in 92 when I got out of the Air Force. And I was a recovering family physician at that time, but I went full bore med. So one of the ways I tried to engage with my colleagues as I joined a 70-doctor group in La Crosse, Wisconsin, small community, they had no idea what I was doing. I was starting a new med practice. So I would volunteer to teach residents or do grand rounds, things like that, and give them presentations on who I am, what I do. So that's a real easy way to try to get in with your colleagues and say, hey, you don't like workers' comp? That's fine. Send it to me. I actually like it. And that plays well with most clinicians. The other ways that I got into the community, being a new young physician, they put me in a leadership program, a local leadership program, I think run through the Rotary or something like that. So I got to meet a lot of the junior executives and businesses around the community. And that's how I got a lot of my clients, and they came in through the door that way. So that was one way to rub elbows with the community. And the other was I joined the Board of Health, and I was on the County Board of Health for five years, and got to know some of those people in government as well. I'm not sure if it brought a lot of business, but it raised the awareness. But let me tell you a story that happened exactly one week ago in my dentist's office. So I'm seeing a new dentist, he's out of dental school for one year, and I'd just seen him once before, and after the dental hygienist had totally destroyed my mouth with implements and hoses and siphons and what else, who knows what all, he walks in and just chats a little bit, and he goes, so what do you do? I thought, oh, here you go. I said, well, I'm an occupational medicine physician. Pause. He says, well, my wife's an occupational therapist, what do you do? I couldn't believe it. And I said, well, I'm actually talking about this very topic next week. So I wasn't ready after my mouth had been totally deranged. And so I said, well, you know, I do worker disability and workers' comp, and then I thought, I've got something for this. I go, oh, yeah, it's the effect of work on health and health on work. I thought that this is a great line, and he just kind of blankly stared at me. I go, well, ask your wife, she probably knows. And I went on with the exam, and as I left that day, I thought, dude, you blew an opportunity there. So I thought, what should I have said? And Jennifer Christian nailed it. And we had a meeting earlier this week. She said, not only do we need to create visibility for our field, we need to create a desire. We need to create a need for us. And I didn't do that with that dentist. And so what I should have said is, so what I just said was work on health and health on work. I said, look, let's give you an example. You've got a dental hygienist that wants to work with you, and you find out that she has narcolepsy. And she's been working with tools and sharp things in people's mouths, and you're concerned that maybe she's going to fall asleep during an exam. What do you do about that? Who are you going to talk to? Who are you going to send her to? That's what we do, is we try to mesh work with health so that if somebody has a health issue, how will that impact that work? And we can delve into that and find out, is that really going to be a risk in your workplace if they have narcolepsy? But on the other hand, if you've got one of your workers, your dental assistant, who doesn't show up for work, and you find out that she's got breast cancer, she goes through therapy, you feel sorry for her, whatnot, and then you find out that she's filed a worker's comp claim that the breast cancer was caused by the fumes from the glue you were using to put in crowns. So obviously you're going to talk to your insurance company, but who's going to investigate that and come up with a good conclusion, whether that's true? I said that's what we do. Or that's what I would have said, is that's what an occupational physician can do. So now I've crafted that message, but it's too late. But we need to create a desire for what we do, not just awareness of what we do. And also just the idea of hooking the audience. So I used to tell people, well, we actually take care of the working population. And then I'd say, you know, healthy workers make a healthy economy. And so unless we're taking care of the workers, so forth and so on. And then you try and find a hook for that person, just like Bill was talking about. What is that person interested in where they might find it interesting? Anyway, OK, we're getting too far off because we need you to do stuff. So let me go on and just say, so what we want you to think about is you personally. You are going to walk out of here with a task that you're going to do this year. So where are your personal connections? What is it you want to do? Who do you have connections with or you can make connections with? And you're going to create your plan around that. What, therefore, am I going to do with these people? And it can be any of these audiences, right? Anywhere, because we're just trying to increase OEM visibility. And it can be any of these audiences. OK, so Aaron is going to show us some of the tools that exist that you can pull from, so you wouldn't have to create it all yourself. And then we'll get, then we will get into the workshop so you can earn your badge. OK. Hello, everybody. My name is Erin Ransford. I am the Director of Engagement at AECOM. And I'm going to briefly review some of the tools that currently exist for crafting your message on OEM. There is an AECOM Ambassador Program, which is largely a slide deck. That's been developed. It was developed to present at residency programs and medical schools. But the first handful of slides are a generic overview of OEM that can be used in other applications. And that will be available on our website soon. There's an entire session tomorrow dedicated to the AECOM Ambassador Program. There's also the AECOM Marketing, AECOM Member Marketing Toolkit. There's a handful of TED Talks and other video resources. Recommend a reading on presentation skills, a media training library, and the AECOM Idea Marketplace, which is within the AECOM community. Once we have that final deck, this will all be available online, and we will send out that link and promote that. So, yeah, the objectives of this ambassador program are to increase awareness of OEM among medical advanced practice providers and residents, and to provide real-world experiences in OEM for those trainees. They are encouraging people to have training before giving this presentation, and there's the QR code today, or the QR code, I think, will bring you to the registration page. So it's on the volunteer opportunities within the AECOM community, and you just click to sign up for that, and then AECOM can assist you in bringing that program back to your institution for your residency programs or grand rounds or wherever it's applicable for you to present. So yeah, I'm going to give you a brief, let me think, the slides are next, yeah. So these are just a few excerpts from that PowerPoint deck, and I'm not going to read through all of these, but it gives a general, these are not in the right spot, I'm not tall enough, there we go, a general overview of what is occupational and environmental medicine. It overviews occupational injuries and illness, like I said, I'm not going to read these slides, but there's some good background information on what is OEM that can be shared. And focusing on environmental impacts, social justice, giving a few examples of each. This talks about different practice environments for occupational and environmental physicians and other advanced practice providers that are in the OEM field. And then there's, I know there's a lot on this slide, but there's basically four quick case studies of different types of OEM. Academic occupational medicine, corporate occupational medicine, obviously these aren't the only ones that are available, but just a few examples. Nuclear security, occupational, and then an OSHA job. And then it talks about what OEM works with, medical specialists, primary care, business, law, engineering, public health, and government. And those are just a few of the excerpts from the slides that are in that Ambassador PowerPoint deck. There are also resources that are currently available on the AECOM website. In the practice resources section, there is an AECOM member marketing toolkit, which is more for you to, with your own, in your own practices. There are brochures that you can download and customize, and templates for websites, and there's a lot of material there that is available for all AECOM members to access. Another thing that I would like to talk about is using social media as a tool to promote OEM. We had a pretty great session on social media the other day for additional tips, but there's a couple of screenshots here from Dr. Zeke McKinney, who is very active on Twitter and other social media platforms, and he, one of his main goals is to advocate for OEM as a profession. He uses the hashtag OcEnVMed, and so most things he posts includes that, but this was a great example. He said, what is an occupational medicine doctor? He's a generalist, treats all body parts specialist, workers' comp and hazard experts, a preventionist, how do you stop the next injury, a functionalist, a public healthist, and then he uses his hashtag. And then he also says, what an occupational medicine doctor is not. Not an occupational therapist, not necessarily the company doc, not someone who doesn't see patients, not someone who only works for insurers or lawyers, not trying to get you back to work before you're ready. So this is a really good example of somebody using social media as a tool to advocate for OEM and try to explain to the public what it is. Because even within the medical community, as you all probably well know, OEM is not widely known or understood. All right, back to you. So we're going to get down to work here in a minute. I do want to acknowledge Dr. Denise Kessler, she can wave at you. She is the chair of CERC, and that's been a lot of work for the council to put together all the different things that we have. Okay, so what we're going to do is we are going to have you, I'm going to put the steps up in a minute, but you are going to have a mission. I'm sorry, I don't have a jet pack for you, and I don't have a debugging device for your rooms. So you're just going to have to create your own fascinating tools and devices for what we're going to do here. But what I want you to do is I think about, we don't want more than six groups, so it looks to me like maybe six or eight per group, and why are you doing it in a group? Well, because I think you're going to be able to discuss better the different audience, whatever audience you've chosen, and to get ideas from the group, whatever your thoughts are about how you would hook them in or what you would be doing, and discuss different types of presentations. And then we'll have you just report out as a group what did you learn, and what did you learn about having to plan for what you're going to do. So you're going to create your own individual personal presentation, at least the outline for what you're planning on doing to whom, to communicate expertise. It can be any of these people, general medical audiences, it can be general public, it can be employers, in any of those things that you already have relationships with that you think you have a way to communicate with. And you're going to work on developing your message, thinking about appropriate tools, visuals, you know, you want to think about anecdotes like we were just talking about, so I think that's a nice thing to talk about in the group. What would you think that group that you've chosen to communicate with, what kind of anecdotes do you think would appeal to them, or parts of the story, what we do? And then, and so think about the hooks, the things that you're going to draw your audience in with, remember that you're probably going to have to, you're going to have to get background information because these people don't know what OEM is, so thinking about what, how you're probably going to do that part, and you're probably not going to want to talk about areas that cause political controversy in our current world, so probably try to not go there, okay. So then you're going to kind of finalize your plan, your plan of action, give sort of a timeline. Now this is a project of CERC, that's why you're an agent here, and we will be checking with you sometime near the end of the year, or you could just voluntarily send in your projects to Aaron that you decide to do, because we want to get feedback on what are people doing, how is it working, you can say things like, this worked for my audience, this didn't, gee, I wish you would have had these particular tools available, that would have been helpful to me moving forward, so we can develop this concept further, all right. Did everybody get the general idea here? Okay, so, moving to your groups, figure it out, you know, these guys here, some of you are already kind of grouped up back there, like I said, I think probably six to eight in a group would be what you'd want to do. And we're going to be circulating, so we're going to be coming around, you can ask us questions, any way we can help you, ideas, okay? And what's the time, what time is it supposed to be back? It's 2-11, we have until 3-30, I think, we've got a long time. So we have 45 minutes. Oh, excuse me, 3-15, the session goes to 3-15, so it's 2-11 right now, we have... Yeah, we do have 45 minutes. Yeah, okay, so you're going to have about 45 minutes, guys, to do this. Hey. You look like it's been a long week for you. A bit. It's almost over. So there is, I created a breakout group for our online participants, I don't know if we will have any. I'm sorry, for our line assistants? Online participants. Oh, online participants, ah, okay. You may want to email them if you are... No, I messaged them, anybody that's on Swapcard right now and listening virtually, I have messaged them to go to that breakout group, which I will moderate, but I don't... Okay, but grab us if you need, you know, we should also circulate with them too, if we can. Yeah, I don't think anyone's going to join, there's only one person or two people that might. I'll let you know if people sign in. Okay, so I have it, hold up, but if anybody wants to go in. Yeah, I'm on my computer. Thank you. and then I can do that. And then, you know, I think it's good to continue in that way. And then, I would be interested to hear from someone who has a lot of energy, a lot of confidence in what they're doing, and that would be great. And because people keep in their heads that, you know, I'm not going to do this, I'm not going to do this, and that would be great. And because people keep in their jobs, they can say, you know, I have to spend a lot of money, but if you can work for me, and so, well, you know, I work like someone else. I don't want to be in a position that just wants to sit there and do that. It's a lot of work, but it's a lot of work. So then, you know, maybe it's a person who doesn't think that I'm going to do it, but I'm going to do it, and I'm going to do it. Thank you. Thank you. Thank you for watching! So we're an occupational medicine clinic that is starting up in a hospital system. We own this industry, but it's a region that's also taking on the occupational medicine part of the hospital itself. And yes, everything is kind of sealed out. You know, in college, we have a safety department, we have a DOC. We're not safe. No. No. So they're all kind of sealed in. Yeah. And we don't let them just bring women straight into the drug street anymore. Do you have any options for them? We do not train women drug streets. They have kept the random information. It's just that they have to go and track it down if they're really working. And it's just about treating people. Which they're not having to do. Period. Right. But... Yeah. So they're unhappy with that. The main demands is that they have to burn in here. It makes it stricter on us. So we have three hospitals that are within about 10 or 15 miles of each other. And they have separate in here to submit each group in that same area. We don't want our members to have to handle these. Well, we don't want them to have to drive. We're already driving. But it's 15 minutes to your place and it's five minutes to the other person's place. But they're sitting in their offices to do that for us. And when they come to us, they don't have to sit in their offices. And they're not sitting in front of a camera or surrounded by everybody else doing that. So even if we're having this, how many people need this? We're like, well... So why are you switching the demands here when you're already having this? So at this point, we have to say, okay, people. We're going to step back and figure out what you need. We're going to have meetings and kind of go through the back doors of the different cities. Because eventually, it's already kind of a top down. And we have a lot of space for this. And we have a lot of powers in those different areas. So if you're interested, we have you. Thank you. So there's there's nobody online. I created a there's an online breakout group and it's you know I did so it's just me right now. There was one person that signed in for like a sec and left because I think there's only two people that were really looking remotely. One signed in for a second and was like no well I don't know yeah I'm sure that's what she thought and the other one said he was having issues getting in he said he's gonna go to another session it doesn't I mean I was gonna bring my laptop over and have them join a people group if it was just one because if we had a lot of online attendees I was thinking that they could talk to each other because this is there's a like a roundtable session in here that they could just talk to each other like it's sort of like a built-in zoom but if there was only one or two oh here's here here here he is let's see if he can if he can hear me then I'll maybe bring him to a group maybe if we can hear him. Dr. Raffo can you hear us? Hey that's okay that's totally okay you're the only person that's you're the only person that has signed in on the breakout group online so I was gonna walk my laptop over to a group of humans but if you want to if you want to go to another session that's completely fine and understandable. Yeah, so you have to mute your other taps so you don't have that other noise. That's fine. I understand. This is not the most ideal situation. Do other gentlemen on the call wish to leave a chat with each other, or I can walk you over to a group of people that are interested? Oh, the other, the other gentleman that signed it. Oh, and is it gold? Is it gold? Okay, so both of those, there's two, both of those are you. Okay, all right, well, I can, we can try this. Like, I can try to walk you over to like a group of people. It might be a little challenging. We can certainly try it. You're Dr., you're, oh no, we have, okay. You're Dr. Carver, and then Dr. Svartans. We do have two other people. Hi, guys. Okay. I'm having plenty of pain. I'm going to need to stop talking about it. Open your eyes, what are you seeing? It's wonderful to be in a government that measures at the same time. People, I'm trying to show to you, man. These are all these migrant workers coming to work in your industry. You know, they don't have to enforce your regulations. And then industries are speeding into the environment. These guys are going home. But he's taking a stance. And I have an example. And those guys won because they put all this effort into playing the games, they don't disappoint. A lot of these guys won because of that. Thank you for watching! They might not work in those environments, but right now, that's the reason why. Okay, everybody's doing a great job. So in about 10 minutes or so, if you want to pick who your spokesperson might want to be, and you might want to talk about, you might want to, oh, sorry, that's what's happening. And you might want to pick which things you learned out of your group that you particularly want to emphasize. So what were the interesting things you learned about anecdotes or audiences or whatever? Thank you for watching! Because they don't want it to be after school, I have a job after school, so I write my own letter. Although I've heard you ask very, very good questions, I misunderstood the assignment. This all starts from the ground up. Well, let me call the white one. Yes. Tell them what you call a Subaru. Thank you for watching! Yeah, so my, so my doc and I. And he was, he didn't get a computer scholarship back in the beginning for four years. And he's regretted it. So he's like, boy, that shipped him out of faculty. Drastically. And then he said, well, our family's in trouble. Yeah, I do understand. Yeah. OK, yes. Absolutely. Yes. Right. Yeah. Absolutely. Oh, yeah. He's always down getting paid. Yeah. Yeah. Absolutely. Thank you for watching. Okay, everyone, we're going to get ready for the report out. And if you haven't put your email on one of the lists, please do. I don't know if any of the groups didn't get the list. So okay. Great. I want you to bring your groups closer to the front. Yeah. Feel a little more community here. Start feeling the love. Can we turn that mic on down there? Can we make the mic down here work? So, my name is Heather Bland, I am a nurse practitioner in Montgomery, Alabama and helping develop a brand new occupational medicine program. This is my wonderful group here. We've got some great experienced nurse practitioners, physicians, medical resident who's going into occupational medicine, and a varying degree of focuses in each of our occupational medicine clinics. So a couple of our key things in getting the name and the word of what we do out there. Internally, and one thing that my clinic and my medical director did at the very beginning was to develop a mission and vision statement of what we wanted to be. And that way we could always come back to that and then also how it supported our hospital system. The other big key is knowing your stakeholders. So like in my case, I have my hospital system that we fall under, but then also some different city and county industries along with the city itself. So knowing how to reframe our business model or business or what we have to offer. And we found that going to some of our entities and our insurance companies, they know exactly what we are and what we can offer. And they jump on board very quickly, and yet those within our hospital system itself who don't understand what the definition of occupational medicine is, really don't understand. So really going through and having a probably more in-depth conversation with those individuals and how we help support both human resources and safety and environment of care, and that we're not coming in to take over their job, but to help complement them and provide a cohesive team. And then just maybe even individual things of what we have to offer that we're the medical experts in injury reporting and returning to work and keeping employees healthy and working, trying to mitigate and have an answer for, oh, well, we can't use you because we like what we have been doing, and yet what they've been doing is 20 years old. For instance, like our drug screens are testing for drugs that are not even on the market anymore like Darvon. Meparidine, it's like, well, the only way you're going to get that is if you show up to the ER. But also knowing and working with our substance abuse folks in the area and knowing that fentanyl is a high abuse drug. So how do we go back to employee health and help them tailor their pre-employment drug screens or random drug screens, their for-cause? So those are some of the keys that we had. Did I miss anything? Preventative health. So, you know, and that's such a key part that I think we forget about in occupational medicine is it's easier to keep somebody healthy than to chase down. And once you're behind the eight ball, you're behind the eight ball for a little while. So anybody else? All right. Thank you. That's great. So I think you really keyed in on your, for your audience, like what's hot right now, you know, drug, fentanyl, that stuff, that's hot. So everyone wants to hear about it. So like for your group, that sounds like a great connection. Okay. How about over here? Who's reporting here? Well, you guys had some great discussions. I loved it. Come up here. You had some really good points. Yeah, it is true, Melody, you're the best. All right, so our audience is medical schoolers, medical students. Thank you. Yeah, so our audience is a bunch of medical students because they don't know what occupational health is, what we do. So the idea, a way of trying to get them interested in is to just basically teach them that it's a specialty, but it's general. So yeah, we tell them we could do this grand amount of things within our specialty, and it's all predicated on what the industry we work for. It could be military, like I'm in the Air Force, planes. Or it could be in a nuclear facility. Or it could just be the typical musculoskeletal issue that you deal with in the majority of our practices. But the main thing is to sell something really diverse. Well, during the pandemic, I would love to take your exposure. So during the pandemic in our institution that we, well I did teach a little bit of this in in one of the courses I've had, try to explain to them like this is not the first pandemic, probably the first that's like very brought in with social media. Try to explain to them what other pandemics are, what were the issues in those situations, and what we learned from it. And just like in this one too, what went well, what went bad, what went really bad. And try not to repeat these mistakes because as you well know, these things will return. Hopefully not in my lifetime. You didn't have to answer, just what you guys thought. Well, I think all of that's pertinent. Thank you. Well, plus, you guys talked about a really interesting, oops, sorry, the lead story about that. That was really interesting. It would have. So I thought that was a fascinating story about how you discovered that there was lead in children, where on earth was it coming from and all that, and how that relates to occupational and environmental medicine. So those are usually the great anecdote that capture people, I think. Okay, I have another group back here, okay. Hi, everybody. I'm Karen O'Hara. I'm the Director of Marketing and Communications with Work Care. I'm not a physician. Our group was eclectic. We had two physician assistants who work for a health system, a medical director in a hospital who has internal and external customers, Kaiser, military, and I'm not exactly sure. You're focused on data, but I never really caught exactly what you're doing. Private market. Okay, so just so you all know, I worked for the National Association of Occupational Health Professionals for over 20 years, and while I was there, I did literally hundreds of focus groups with employers and always asked them about what they're looking for in an occupational health program and from a physician especially, and so I've heard a lot about what's important to them, and our group said this, and I heard it so many times. They know what they need, but they don't know what they want, but they don't know what they really need, and it really boils down to educating the customer, but you have to do market research to even understand who your customer is, so for example, for our PAs, their customer is internal, but for others, it's an external audience, and so until you really can nail it down, you can't even develop a marketing campaign that's targeted. At Work Care, we have five different business divisions, and within those divisions, we have subservices, so for example, in onsite services and clinics, we're promoting an athletic trainer program. How can you explain that in an elevator pitch? So you have to have something to ground your message in, and so our group was talking quite a bit about the importance of having data so you can demonstrate the effectiveness of your interventions, so whatever you're doing, if you're selling your program internally to get support and resources for whatever it is you're trying to accomplish, you need that for the CEO, the CFO, the board, whoever is in charge of the resources. If you're selling your services to employers, it's the same thing. Then you have to know, well, what metrics are important to them, what's important to you, or what you think you can measure may not have any meaning to them. So you really need to find out, do they care about return to work rates, or workers' comp costs, or things that seem fundamental to us may not be of interest to them. And the struggle is getting the data. A lot of companies aren't willing to share the data. It's proprietary. It's claims data. They don't want it published. But I think it really boils down to being able to put your message, a little meat into your message. And then I'm a storyteller. I'm a journalist by training. I really believe in testimonials and telling your own story. And I think if each and every one of you could just have your own story about your passion for the field, what you've accomplished, you actually do save lives. People love to hear those kinds of stories. It makes a lot more meaningful. I can think of a couple instances where the CEO of a hospital had a heart attack. And suddenly, he was really interested in occupational health because they saved his life with an AED. We have sites right now where we have first responders. Same thing. So that would be part of our group's advice. And then we talked about having an elevator pitch, a tagline. The previous speaker mentioned mission, vision, and values. I think those are all really important. And then because occupational environmental medicine is a multidisciplinary practice, talking about all the different personnel you have. So it's not just physicians. It's nurses, nurse practitioners, PAs, physical therapists. We have athletic trainers. And so you have to be able to explain it's a system. It's a delivery system. It's a total worker health model, however you want to try to package that. Depends on who you're delivering the message to. But it's not just a single source of expertise. So that kind of sums it up. Oh, also, risk communication was mentioned. And then I know ACOM is looking into a program certification program where you would have standards established for occupational clinic operations. And you'd be audited. And then you'd be certified by ACOM. We did this at the NAOHP with some success. But I think ACOM has a lot more credibility. And I think that'll really serve to help increase visibility for your practice overall. So thank you for letting me come. I'm here on a press pass. And I come every year since I got in this field, except for I missed the COVID era once. But thank you all for letting me be here. Appreciate it. Thank you so much. I've worked with Karen a lot. So it was great working with her. So hopefully, everybody did hone in on what has been mentioned before about your own personal anecdotes that you know will resonate with people. OK, another group? Well, as Jake Spear said, some are born great, some achieve greatness, and some have greatness thrust upon them. But my name is Ethan Moses. And I'm from the best group, the one back there. But way to go, yeah. I may have misunderstood the assignment a little bit, because we didn't come up with a unified plan together. OK, well, we did identify several different groups OK, well, we did identify several different audiences, whether that was medical students or workers out in the community, general public, or employees within the system that we work in, or as I identified myself, primary care physicians in the community where I work. And we realized that the message really did need to be tailored specifically to that audience, and sometimes even broken down for different members of that audience. And so we spent a good deal of time discussing exactly how we might do that and what hooks might work for each of our audiences. And so for me personally, the hook that I had was for those primary care physicians was that I started off my career as a primary care physician. And I really didn't like it. I didn't like having to see 30 patients a day. I didn't like having to take care of everyone's chronic health conditions within five minutes, and God forbid that they start crying or say, oh, I have chest pain. Well, I guess I'm going home at 8 o'clock tonight. And I can share those stories with those primary care providers and help them to understand that I don't have to deal with that now. As an occupational medicine physician, I get more time with my patient. I develop a closer relationship with my patient, which is what drew me into primary care in the first place. And I can use that hook to help them to come over to the dark side. Now, the approach that we use is obviously going to be different in each of those situations. But in each of the cases, we discussed different modalities. So whether that was posters that were put up in the workplace or identifying a presentation that you could take on the road to the med schools in your area, using the company's instant messaging platform to connect them with resources that they can access within their own employee health system, or just identifying separate tools. And instead of taking a presentation on the road, just taking yourself to where those people are so that you could actually just meet them face to face and use your story to be the one to bring them in. And in some cases, there were specific tools. In some cases, we were the tool. But I think that kind of covers the primary thing. We did talk a little bit about timelines. And we were all a little reticent to say, well, by this time, I'm going to do this. And I think my gut reaction was, well, when I have the time, well, unless we make the time, the time doesn't occur. And so I realized for myself that I needed to take it as a priority and make it a priority. And I established a timeline for myself of one month in order to identify where these primary care physicians were and how I might actually be able to access them. Thank you. Oh, timeline, guys. You heard the timeline, right? OK. All right. We got one more group back there. No, definitely not least. Thank you. OK, so I'm Blythe Mansfield. And I work for Unilever as chief medical officer. And we had a diverse group. We had someone that worked for FDA. We have a resident. And we have my counterpart who works in CPG as well. So we initially talked about, oh, TikTok video would be fun to do because TikTok is a new thing. But then we were like, I was uncertain how many like doctors, professional people use TikTok because I think about it as my kid using it in the kitchen, he's videotaping himself all the time. But it's a good medium. But you have to continuously update and record. There's all these different things you need to do with it. So what about MySpace? MySpace, I don't think it still exists, does it? So I don't think MySpace exists anymore. And I never was on it anyway. But so we decided that our general message as a whole is that we are employee health doctors. And we protect and promote the health of our workers. And we do this in a way so that we keep our employees and workers healthy until they can retire. And then when they retire, they are physically able to retain that health and enjoy their retirement. So that was kind of the general sense. So me specifically, my audience would be a group of doctors who I have business meetings with once a month. And I'm the only one that's in occupational medicine. They probably don't even know what I do. They're all specialists. And so whenever we introduce ourselves every single month at the meeting, I would stand up and say, I'm Blythe Mansfield. I'm an occupational medicine physician. And basically, I'm a company doc, because that would be my hook. And I have a great work-life balance. And so that sounds pretty cool, doesn't it? Company doc with great work-life balance. So that's going to be my introduction to them. And then I probably will get more people to ask me questions. And then I'll go into about health protection and promotion and basically promoting whole health for the worker. In terms of pandemic, I'll ask them, did you have a team that your employees would communicate with, contact, if they had a case, a COVID case? Well, that's us. We were the ones that took in all the intakes and all the phone calls. When someone showed up sick at work or someone had questions about, what do I do? Are I having symptoms? We were the team that managed that. And so I think we have more visibility now since COVID. And then tools, I think it would be mostly ourselves or social media. I think we need to get more involved in social media. I'm not that comfortable with it, but I think it's a new place that we need to learn about and get more engaged in. Thank you. Well, thank you, everyone. I think it was very interesting to listen to the groups and the different things that were brought up. And do you guys have any other comments you wanted to make? No? Yes? I think it's important for you to kind of reflect on what you just did and understand you can come up with ideas. As you meet new audiences, as you have new challenges, you can come up with ideas. As you meet new audiences, as you have new challenges, kind of bouncing things around with your colleagues and just scribbling things down on a pencil. What does this audience want? What can we say to them that will kind of penetrate? And of course, how much time do we have? And so just you've got the capability within you. I want you to understand that. OK, so now we're going to go out there as agents, right? Yeah, we'll give them their pins. We're going to do that. We did a session earlier this week. It was session 117 on social media. You should be able to go back and swap card and watch it if you're interested. It's a pretty decent overview of different social media platforms and how physicians can use social media to promote themselves and their practice. We also, with AECOM, I wanted to let you know a few people have mentioned TikTok today. And AECOM just created its very first TikTok account. Yeah, AECOM1916. I don't know if anything's actually been posted yet. Probably not. The account exists. And I know that there will be some Oktak TikTok action happening soon. So we have your contact information. So we will be reaching out to you and following up. And if there's any additional resources that we can provide to you, you're always welcome to contact me at AECOM for any of the AECOM resources or any of our wonderful faculty. We really appreciate you coming today. Thank you. Thank you so much. And be sure and point out your buttons to people and explain about CERC and why you're an agent promoting OCMED. Oh, did you have a question? Sure. Can everybody's name show up? Yeah. Is that the CERC? Yeah. Certainly. Also, if you click on this session and swap card, you'll see all four of us listed as faculty. So that has our contact information, too. OK, yeah. But there you go. Good. OK. Thank you. Well, thank you, everyone. Great performance. Appreciate it. Thank you. Thank you very much.

occupational medicine

occupational health

communication

audiences

tailoring message

hooks

medical students

primary care physicians

employers

communication tools

data

implementation plans