The Power of Pitching in Healthcare: How to Get Your Ideas Heard

Pitching in healthcare is a skill that can take you or your business to new heights. Whether seeking funding, presenting research, or trying to impress your boss, a well-crafted pitch can help you communicate your ideas effectively and motivate others to invest in your vision.

We live in an age in which your customer is deluged by so many products and promises that he becomes swamped in confusion and indecision. The challenge of our age is to learn our customer's language. And then to speak that language clearly and well so that your voice can be heard above the din. Because if your customer doesn't hear you, he'll pass you by. Michael E. Gerber

It’s not just sales and startups that need to learn the skills to develop a ‘pitch’. I recently talked with a speech pathologist working in a newly established hospital department. Even in this setting, staff members are expected to pitch their ideas for funding.

Being able to articulate your skill set is essential in various scenarios. Whether it's a job interview, a meeting with your supervisor, research presentations, or when seeking funding, or within your organization or externally. The good news is that pitching is a skill you can acquire, and once you've mastered it, you might only need to make minor adjustments when you use it again.

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Frameworks for Perfecting Your Healthcare Pitch

You can choose the framework that best suits your style and comfort level. It's important to believe in your pitch because if you don't, it will be challenging to persuade others to invest in your idea. Your pitch should be engaging, memorable, and motivating.

1.???? The Gaddie Pitch

The Gaddie Pitch is a straightforward approach, involving three simple sentences to create a pitch in under 30 seconds:

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·?????? You know how… (Identify the target and problem)

·?????? What we do… (Explain the benefits and evoke feelings)

·?????? In fact… (Provide an example)

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2.???? Building a Story Brand

This method involves three key elements:

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·?????? The Problem: what’s the pain point that you help your customer resolve?

·?????? The Solution: What’s your unique solution to the problem?

·?????? The Reward: How does your customer’s life look after their pain is resolved?

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3.???? The Elevator pitch

This is a brief, memorable description of what you do that can be delivered in less than 30 seconds, the typical time it takes to ride an elevator. Your elevator pitch should include:

·?????? Introduction

·?????? Summary of what you do

·?????? Explanation of what you're seeking

This video from the Australian Clinical Entrepreneur Program (AUSCEP) ?demonstrates a pitch in a clear way the audience can follow.

https://www.youtube.com/watch?v=Q_h16WYVGy0

Here’s how to go about working it all out:

Identify the problem.

Clearly define the problem. Avoid vague statements like "not enough staff" or "too busy." Be precise, focused, and maintain a professional tone. As health care moves into a value-based model, consider:

• Is it desirable – how wanted is this idea?
• Is it feasible – can it become a reality? Do you have the skills/ team?
• Is it viable – how strong is the idea over time?

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You can then rate the value of these on a scale of 1-10.?

Know your audience

Understand your audience's pain points and why the problem matters to them. If you’re pitching in-house, consider their key performance indicators (KPIs) and whether they are interested in investing in your idea.

In healthcare, we excel at identifying others' needs. We're skilled in listening, asking the right questions, and observing individuals.?

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TIP: the audience is not “everyone”.? Take the time to work out who the audience or customer is - there are plenty of 'Persona' templates online to help you with this process.

Present your solution?

Clearly outline the problem you intend to solve, how your solution creates value, and who would be interested in your solution and why.

Brainstorm these steps, generate attention-grabbing ideas, and involve others to gain different perspectives. Don't forget to add a compelling hook or headline.

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Once you've crafted your pitch, practice using it in various contexts:

• Incorporate it into your emails
• Include it on your CV
• Utilise it as your LinkedIn headline or bio
• Feature it on your website?

You can even rehearse it the next time you find yourself in an elevator. Pitching in healthcare is a versatile skill that can take you to new heights, and with practice, you'll master the art of being heard.

Share the knowledge. Protect the future.? Create it together.

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