Volume 72
August 11, 2021
Snapshots, For the Better
  • Aesop’s Fables
  • Famous Slogans
  • Do You Remember?
  • 6 Key Qualities
  • 4:13 Minutes
  • Practice Checklist
Knowing our Curse of Knowledge inhibits communication efficacy is the impetus to model educational programs which are Made to Stick in practice, in community and online. As duct tape or Super Glue are notable for adhesive qualities, will your subject matter expertise be as well?

Speaking of “sticky ideas”, if you were a storyteller in ancient Greece between 620 and 564 BCE, which ad agency would ensure your fables were remembered 1000’s of years later? How did Aesop address this dilemma?
Have you heard of the…

  • Tortoise and the hare?
  • Boy who cried wolf? or
  • The goose that laid golden eggs?

For fun, see famous business slogans and contemplate awareness campaigns which mega millions developed and sales billions resulted.
By comparison, what educational campaign you conducted years ago triggers indelible memories? If one distinctly qualifies, try to “diagnose and treat” it. Why and how did it proudly amplify your impact most? Conversely, are you challenged to recall such a phenomenon? From dynamic experiences with leaders like you, we always remember Outsmart, don’t Outspend is the sticky way to grow.

“To observe attentively is to remember distinctly.”
— Edgar Allen Poe
By studying remarkably enduring messaging from Aesop’s Fables to present day, the Heath Brother’s SUCCES model posits Made to Stick ideas feature 6 key qualities:

  • Simplicity – Strip ideas to their core.
  • Unexpected – Capture people’s attention and hold it.
  • Concrete – Help people understand your ideas and remember them much later.
  • Credible – Get people to believe your ideas and
  • Emotionally – Care about your idea and impacted by…
  • Stories – Act upon your ideas

Being curious, please invest 4:13 minutes to view this SUCCES summary.
While sticky guidelines are broadly applicable, with respect to SLC’s, we aspire to be more SUCCESful with wellness directors and residents. For illustration purposes, focused on comorbidity education imperatives, we apply our Best Practices checklist, starting with this foundational image:
This visual clearly signals hearing loss relates to many common medical conditions. As food for thought, if you showed this to 100 people, how many would be more aware of this fact? To test, share with a colleague, family member or SLC resident director. As you will see, a picture IS worth 1000 words.
With our imagined 100-person cohort, how many previously realized that, beyond aging, 50-75% of them either had or knew someone with one of these medical conditions? In practice, when this memorable design is shared, surprised patients express, “I did not know hearing loss related to….”

Knowing many comorbidities are highly relevant in Senior Living Communities (SLC), in settings with walkers galore, we exemplify conversations about the risk of falls with residents.
Did You Know those...
  • With hearing loss, for sensory and balance reasons, are much more likely to fall? 
  • Who fall are at serious risk of hip fractures and related injuries?
  • With hip fractures typically suffer with much less mobility and diminished quality of life?

When expertly presented, it is quite impactful.
Credibility is heavily influenced by connection, source and resources. Ideally, subject matter experts are introduced to SLC residents by trusted family, friends or advocates. With healthy entre, professional reputation and admired practice brands create opportunities to memorably share research-based educational information.
Sadly, in SLCs, “checking this box” is far too easy. Given the prevalence of falls and their life-changing aftermaths, poignant feelings are evident. Just look around or ask someone…
Compassionately ask an SLC resident, “have you ever fallen or known someone who did? If so, what were the immediate and lasting effects?” As you listen intently to personal details, for how long will you remember their representation of what innumerable others have or might endure?
To maximize lasting impact, healthy awareness campaigns must be Made to Stick. Just for fun in SLCs, our next issue will make an event of it. Bingo anyone?
Bruce Essman
CEO
High Definition Impressions (HDI)



314.276.7392
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