Communication Tools

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Communication Tools

• Customer Service
• Interaction with Agency Reps Lab Scientists

Tom Stackhouse, Ph.D. Assistant
Director Technology Transfer Center National
Cancer Institute, NIH
FLC -MAR Training Session September 15, 2008
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Focus for Today on Internal Customers Agency
Reps Scientists

• Importance of communication style in relating to
  your customer
• Introduce the HEAL model
• Interactive Session Application and problem
  solving

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Why discuss communications?

• Isnt technical/legal skill all that truly
  matters?
• I already know this stuff!

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What differences do you see in these approaches?

• Background Scientist has faxed over an
  agreement, which needs extensive negotiation.
  You dont have time to work on it until next week

? You set the MTA aside - youll never finish
anything with all these interruptions! ? You call
the PI and let him know about all the other work
you need to finish first! ? You go to your
co-worker two doors down and complain for the 4th
time that morning about how much work you have to
do!
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Or

• You send a quick e-mail or make a quick phone
  call acknowledging receipt stating when youll
  be in touch.

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Mistakes happen

• And projects take longer than expected
• And you are balancing multiple projects
• And unexpected issues arise

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running away doesnt help
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Communication is Key

• Communicate in a manner which is more likely to
• Help you understand your Scientist position
• Help you to really be heard by Scientist
• Help provide useful info to you and your office
• Help get Agency/Lab team working together!

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When Things Dont Go as Planned Use the
Communication Tool HEAL

• Humility
• Apologize. Be direct and honest.
• Empathy
• Demonstrate understanding of their view.
• Agility
• Quickly and confidently implement a solution.
• Longevity
• Follow-up.

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Todays Challenges

• Consider several situations
• Evaluate some less-than-perfect responses
• Create another approach for response

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HEALing An Example
The New Docket

• You have taken over a docket from someone else.
• You see an agreement which appears to have been
  under negotiation for a year. In reviewing the
  file, its clear that the previous Specialist
  completely dropped the ball.
• How will you approach your initial dealings with
  the Scientist?

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Your options

• You place the folder back in your files. If the
  Scientist hasnt complained so far than its
  probably not worth pursuing.
• Call your Scientist and explain that you
  predecessor was totally incompetent, but you are
  here to save the day.
• You call your scientist and tell him how
  overloaded you are and that not only was the your
  predecessor incompetent, the office supervisor
  was not doing her job to monitor this work, but
  you will do your best to work on it as soon as
  possible.

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HEALing Approach

• Humility
• Empathy
• Agility
• Longevity

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Timeline

• Your Scientist sent a rough outline for a CRADA
  research plan
• The company sent in their legal term
  modifications. There are lots of them!
• Youve had the information for a couple days.
• Your Scientist wants to know why the CRADA wont
  be ready for final review before the end of this
  month
• Today is Friday the 27th.

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Response

• CRADA cant go for review next week because
• Ill be out of the office next week.
• I have 20 other things to do first.
• It took you 6 months to give me the Research
  Plan. Its not fair that I only get 2 days to
  complete the process of negotiations and review.
• Ive finished my part, but have no idea when my
  supervisor will get around to reviewing the
  package!

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How would you HEAL the Situation?

• Humility
• Empathy
• Agility
• Longevity

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Filling In?

• You have been asked to cover additional docket
  due to vacancies.
• You stop by the office of a Scientist to
  introduce yourself and to find out a bit about
  his scientific focus and activities. 
• He/She tells you he/she has a lot of
  collaborations planned and that action needs to
  happen on these immediately. 
• All of them.
• Immediately!

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Your On-The-Spot Response

• I hope the vacancies in my office will be filled
  soon. So you can get the help you need
• I have additional commitments for the other
  Branches/Labs, but that I will certainly give
  attention to you activities as well.
• You chuckle nervously and say Ill try my best.

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HEALing Approach

• Humility
• Empathy
• Agility
• Longevity

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Whats wrong with you people?!!

• A scientist submits an invention report
• A decision is made not to seek patent protection
• The inventor sends an email blasting you and
  copying upper management
• Expresses concern over your apparent lack of
  intelligence and that you may even be sub-human!
• States will never bother wasting time submitting
  EIRs into such a broken system!

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Response

• You do nothing. Youll be able to catch up on
  other things now that there will be fewer
  Invention Reports coming in!
• You send the inventor a reply email (copying
  upper management) restating the reasons why his
  baby/invention is ugly.
• You send the inventor an email stating that he is
  required by law under 37 CFR 501 to report
  inventions.

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Step in and HEAL the Situation

• Humility
• Empathy
• Agility
• Longevity

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Organize to Avoid Problems

• Keep clear, professional notes in files
  database
• Spend time each week organizing priorities
  doing status checks
• Seek advice from others with more experience

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Communication

• Learn to focus on their priorities
• You may not be able to meet them, but you can
  understand them
• Communicate regularly
• including delivering bad news
• Communicate solutions or next step
• dont dwell on your problems
• Adapt your style
• frequency, form (email, phone, fax)