What Is Wrong With Continuing Medical Education?

A good friend in college in the National Speakers Association emailed me yesterday. In the back and forth of emails told me two things about the conference that she was attending:

1. She was beginning to see the frustrations of being in the continuing education (CME) market, and
2. She could not understand how such intelligent people (experts) could be so business stupid.

Now my friend has been in the speaking industry as a talent agent, a book agent, and as a professional speaker and trainer for more years than she will tell me. Her frustration arises from the fact that in the speaking industry we look at four benchmarks of proficiency:

1. Expertise – knowing your subject better than anyone in your audience.
2. Eloquence – having the skills and the preparation to relay that expertise from the platform.
3. Enterprise – having the business knowledge to convey expertise and eloquence without losing your shirt.
4. Ethics – having the professional self respect to do business in a morally correct fashion and not feel, coop, or plagiarize other people’s materials.

My friend’s email betrayed that she could not understand why all four benchmarks were missed in the CME arena.

I explained to her that it was not that the speakers she watched lacked expertise. It was that they lacked the eloquence to portray it. They used the same old jokes that they heard at the last four or five seminars very often, jokes that are not even relevant tangentially to the subject at hand. Alternatively, they will use a story whether it is heart wrenching, heart warming, scary, or reassuring even if it does not apply to the topic at hand. They will stretch and then over stretch to make a connection and in the process lose the audience and the entire point of their speech.

I explained to her that I am a devotee of AudioDigest (TM). AudioDigest (TM) is a recording service for medical seminars. Their editors listen to literally hundreds of speakers recorded at major CME programs around the world. They then have no trouble editing this down to the few that are worthy of audio reproduction. Even with that editorial review and relying on the grading of medical audiences, significant amounts of editing are required to produce useable audio seminars. An audioDigest program runs 55 to 60 minutes and very often has two speakers. I always have to remind my own speech students that each of these speakers were recorded at a 55 to 60 minute speech and yet very often it requires three of them edited to 20 minutes of useable information to create one 60minute audioDigest program. That means that each speaker wasted twothirds of their time and the audience’s time.

Speakers in the CME market are selected based on a written abstract. Almost never is a demonstration DVD required nor testimonials or prior review scores from previous appearances. When a CME committee selects a speaker, it is either political or based on their knowledge (expertise in the field). That committee has no idea of whether or not the speaker possesses any eloquence.

When it comes to enterprise, the old adage,

“Doctors do not know business”

rings truer than in any other endeavor. Medical speakers are very much like retired federal employees, they believe that a $500.00 speak use fee is a “homerun.” Beginning speakers charge greater than $1,500.00 with no expertise and little or no eloquence. In CME programs, all of the speakers have “terminal degrees.” They are doctors. They possess eight years or more of formal education and another three years or more of postgraduate training. Why are they charging the same amount as a college student or a construction worker turned speaker?

The reason is their expectation. They expect to get $500.00. I call this the “doughnut money” because most of these medical speakers got their first speaking engagement from a local drug rep that paid them out of the same budget that the drug rep uses to bring doughnuts to the doctor’s staff in the morning. These “doughnut money” speakers destroy the opportunity for enterprise in the CME market for more eloquent experts. This is why those of us who are professional speakers for a living simply do not speak in the CME arena. We ply our trade in more fervent pastures such as the corporate board room or high tech industry.

So if doctors have expertise but lack eloquence and enterprise, what about ethics? Aren’t doctors supposed to be the most ethical people? Don’t we trust them with decisions of life or death?

Physicians are on ethics committees in hospitals and make decisions regarding the appropriateness of each other’s care as well as weighing the risks and benefits of various treatments for various diseases. In these arenas, doctors are tremendously ethical.

Unfortunately when it comes to plagiarizing each other’s materials, “borrowing” comic strips, cartoons, and other artwork, even photographs, from copyrighted print material, playing music and even videos without royalty, even playing a recording of another speaker without their knowledge, doctors lack any form of professional speakers’ ethics. The speaking industry has a strict code of ethics regarding these activities and many others just as the medical profession has a code of ethics within their scope of practice. Those physicians that choose to live in both worlds choose to live by both codes of ethics and they must learn it.

My physician colleagues who speak for a hobby are not bad people. They are simply not educated in the speaking profession.

So what is the solution?

Just as physicians attend continuing medical education (CME), professional speakers attend continuing education dealing with the skills required to advance their Expertise, Eloquence, Enterprise and Ethics. My physician colleagues who choose to “dabble” in professional speaking should go to their local community college and take a speech course as well as creative writing course. If they took one in college, they need to take it again. Refreshers are always good. If they do not want to go to the community college, then they should join Toastmasters International.

This is an excellent opportunity for a new and burgeoning speakers to have their work critiqued (doctors fear critique) and a tremendous venue to try out new material. They do not have to be afraid of not knowing all the answers because their audience does not care what the message is, they do not care about the expertise. At Toastmasters International they care about the technique, it is the eloquence that matters.

If my physician colleagues do not want to join Toastmasters or go to a community college, then they should take an improve course at a local comedy club. Here they will learn stage presence, timing, pauses, joke writing, and finding the comedy in everyday life.

Through any one or all of these opportunities, the physician who “dabbles” in speaking can be as good on the platform as the family practitioner who “dabbles” in office surgery. They will be competent. They will be selfassured. They will have great outcome and they will know when they are getting in over their head. . . . When to ask for help.

21st Century Workplace Education

I have been in the corporate environment for many years and always wondered why do we have a training department? I always thought it should be the Education department. Education is not only in academia. In this century, it is no longer learning in school first and then goes to work, it is a life-long learning. Education goes together with work. There is a continuous evolution of changes taking place and employees at all levels need to be current with what’s going on in the industry and in their line of work. Only then they can come up with creative ideas, think differently, share and make positive contribution. In which case, Education & Development department makes much more sense to me.

With mechanization, modernization and technological developments, businesses need fewer people who are trained to do things a specific way and more people who are educated to find new ways of doing things. All people should be able to think and come up with different ways of doing things and offer their thoughts because everyone is an intelligent human being, not just the so called executives. Thinking organizations are constantly alert for new ideas and new methods, keeping in mind the cultural diversity. People across the globe think differently. It is an added advantage to the organization to have diversity from as many angles as possible – experience, education, age, culture, ethnicity and gender leading to a wide variety of different perspectives for better customer focused results.

“You don’t train people; you train dogs, snakes, elephants and fish; you educate people.”- Stanley Marcus

What’s the difference? The word education comes from the Latin ‘educo’, which means to change from within. Training provides an external skill. Education changes the inner person. Training deals only with the doing level. Education teaches people how to think. 1-12 month infants are trained and after a year they too learn to think. This is critical even in schools, to teach the kids to think critically, analytically, logically, conclusively and inferentially.

“Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime”. – Chinese proverb. When you give him a fish you train him and when you teach him to fish you’re educating him.

Let me give you an example: I received a letter from a company that said they do not have my current address. Well, but I received the letter at the current address. When I called and talked to this young woman she had been trained to act. She had been conditioned to recite her memorized lines. She has rehearsed it to perfection. But she had not been educated in customer interaction.

She said, ‘Please fill in the form and send us your correct address’. I said, “if you don’t have the correct address how did I get this letter from you to the correct address?’ She has not been taught to listen to the customer, to think about what the customer is expressing. She is a robot. Often times we try to standardize everything including interactions!! I have seen in corporate environment where people are given scripts to greet, answer the questions and solve problems. What is happening in corporate world? Getting brainless robots? How can they provide service to customers? Can they have a decent conversation on customer needs? The last question she asked me was ‘Is there anything else I can do for you?” I am sure many of you who read this article have heard this question.

Education deals with the feeling level, the way we respond to stimuli. First we think about it, then we begin to feel it, then we choose our behavior and act based on that feeling.

Training attempts to add on the qualities needed for success. Education builds them in. Training is required to teach a specific skill or to learn a specific procedure. But it is ridiculous to develop a process for human interaction… Corporations believe in a myth to develop a process for everything including smiling, greeting and thanking. You’re in a sealed box and they keep saying ‘think outside the box’. It’s vital and crucial for corporations to invest in ways that let people grow by knowing to think for themselves.

* Training focuses on teaching people yesterday’s skills.
* Education focuses on teaching them to develop tomorrow’s skills.

“You can’t have a better tomorrow if you’re thinking about yesterday.” – Charles Kettering

We continue to spend our time in the past, teaching people what to do instead of focusing on how they think, feel and behave; far too much time is spent on getting a job done and conforming instead of producing outstanding results and being creative. We have the powerful creative, highly imaginative brain that we hardly use.

In my corporate experience for several years, I have seen even high level executives who are short sighted and focus on saving their jobs. It is rare to find people who think of “What kind of company do we want to be in 20 years and what kind of employees will it take to get us there? What can we do to educate them?” People seem to be self centered than being loyal even though their resume says so. Only when people start thinking those questions, we can plan educational development programs to develop competent employees for 21st century.

To bring about such changes corporations need behavioral agents, not trainers who are plentiful, easy to find and not particularly expensive. Behavioral facilitators who nurture lasting qualities that won’t become obsolete that quickly are not commonly available. Even if the qualities they taught did become obsolete, people are now educated to think and they will be able to adapt to change. And come up with ways to deal with the changes.

If yours is a thinking organization, you should be able to:

  1. Talk directly to people in other departments and divisions, to customers and suppliers.
  2. Form teams across departmental lines and employees at all levels, to execute new projects or to solve common problems.
  3. Ask front line employees for their opinions and rewarded for ideas that work on a regular basis.
  4. Treat mistakes and failures as learning experiences and not as black marks against people who then get fired.
  5. Thinking organizations are made up of people who are educated in such skills as goal-setting, problem-solving and decision-making, communication and conflict management, negotiation, total quality management (TQM), time management and teamwork.

Careers With An Education Degree

At the current education industry, what we can observe is that things have come to change drastically. Today, education degrees jobs are not merely teachers as the opportunities have bloomed to include many other prestigious positions in any educational organizations. With an education degree, you are welcome to ample of vacant positions as well as potential careers not just dealing with simple teaching but encompassing some administration work as well. If you have the persona of an educator as well as willing to be part of the education industry, you should be giving some serious contemplation of attempting the educational career.

One of the best careers is the early childhood education teacher. This is especially interesting for those having strong affinity for kids. Such an education teacher career will not only deliver you life excitement, dealing with kids give you a stress-free and enjoyable job. There is plethora of opportunities in many different children schools. Besides, majority of children educators have come to find themselves enjoying their job to the extent of making the work setting their second lovely home. Nowadays, not only children schools are in need of childhood teachers, you can try out working in day care centers or child-oriented programs as well.

Something above the childhood level is the elementary school education teacher. Among all the education degrees jobs, the elementary school teacher is one of the promising careers in the academic field. This is ideal for teachers who love dealing with growing kids from the kindergarten stage to the age of 12. Probably the largest reward a teacher can obtain through the teaching experience is having the opportunity to mold, develop and influence the minds of young children who could possibly turn out to be the world’s future leaders. Genuine dedication and a sincere heart are important aspects an elementary teacher should possess.

The secondary level of education teacher career is also one renowned option among the educators. At this stage, your job ranges from the basic teaching of one or more subjects to adolescents and dealing with the transitional period of young adults. Students at secondary school level are often rebellious and bewildering so often teachers will have to act as counselors to interact with students and solve their youth problems.

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