About The Social Scrub-In: Where Doctors Get Socially Savvy
Brought to you by The Corcoran Collective, a marketing firm specializing in strategic storytelling for mission-driven organizations, The Social Scrub-In is a practical blog series created for physicians who want to navigate the digital world with purpose. Each post offers tailored insights to help medical professionals use platforms like LinkedIn to elevate their voice, grow their network, and shape the future of healthcare—without needing to become influencers. This is where medicine meets modern communication.
Speaking Up: How to Prepare for Public Panels, Conferences, Podcasts, and Health Forums
More than ever, physicians are being called to share their expertise beyond the clinic—whether presenting research at national conferences, participating in community health forums, or lending their voice to podcasts and media interviews. These opportunities are valuable platforms to advance medicine, advocate for patients, and strengthen public trust.
But speaking in these settings requires more than clinical knowledge. It calls for preparation, professionalism, and the ability to communicate with clarity and confidence. Below are practical strategies to help you represent your institution and ACMS effectively, while staying grounded in your message—even under pressure.
Know Your Role and Objective
Start with clarity: why are you at the table?
- Are you presenting original research?
- Representing your institution, specialty, or program?
- Advocating for ACMS or a public health issue?
Align your tone, level of detail, and overall message with that purpose. If you’re on a panel or podcast, understand your role: are you a lead voice, a subject-matter expert, or there to provide perspective? Clarity on your role ensures you communicate effectively without straying off course.
Tailor to the Audience and Format
Not every audience speaks “medical.”
- At conferences, assume more depth—colleagues and trainees are expecting data-driven insights and professional rigor.
- At panels or podcasts, assume a broader or non-specialist audience—avoid jargon, simplify complex ideas, and focus on clarity over density.
Do your homework: know the event’s tone, who else is speaking, and whether it leans academic, advocacy-driven, or public-facing. This will help you adjust your style appropriately.
Craft Clear, Memorable Messaging
Consider what the 2-3 key points you want people to remember are rather than trying to say everything.
- Link your work to broader outcomes: patient care, health equity, or community impact.
- Use short narratives or real-world examples to make complex ideas relatable.
- Whenever appropriate, connect your message back to your institution’s mission—or ACMS’s mission of supporting physicians, advancing health, and educating the public.
Presentation Best Practices
For conferences and slide decks, avoid “data dumps” that show every number and instead highlight the insights. Limit on-screen text and use visuals to support your story rather than overwhelm it. Finally, practice following a clear narrative arc.
For panels or podcasts prepare a concise elevator pitch with 1-2 sound bites that summarize your key points. Listen to prior podcast episodes to understand the host’s tone, rhythm, and interview style. Include relevant key medical terminology, but define it using accessible language, especially for public-facing audiences.
Be Ready for Q&A
For many physicians, the Q&A portion is the most unpredictable. Anticipation is your best preparation:
- Consider what questions might arise about your work, your institution, or your perspective.
- Anticipate the alternative. What might someone who disagrees or holds a different viewpoint ask about your work and how can you be prepared to address it?
- Practice “bridging” techniques to redirect questions back to your core points:
- “That’s a great question. What our research shows is…”
- “While more data is emerging, what we do know is…”
Manage your time carefully. Set a timer on your phone or watch and be mindful of the signs of “rambling.” Precision is more powerful than length.
Representing ACMS and Your Institution with Confidence
ACMS offers resources to help you represent the organization well, including language to describe the organization and media prep support through The Corcoran Collective. Check to see if your institution has similar branding guidelines.
About ACMS
Written:
The Allegheny County Medical Society (ACMS) is a trusted, physician-led membership organization dedicated to supporting doctors—both professionally and personally. From benefits like continued education, advocacy made easy, specialty groups, and social events for peer connection, ACMS empowers members to shape their own experience and advocate for the future of medicine in Allegheny County.
Spoken:
Hi, I’m with the Allegheny County Medical Society. We’re a physician-led membership organization that supports doctors professionally and personally—whether that’s through continued education, mental health resources, or specialty groups. We give members a platform to connect with peers, shape their own experience, and advocate for the future of medicine here in Allegheny County.
Quick Prep Checklist
- Know your audience and role
- Draft 2–3 clear takeaways
- Rehearse aloud, ideally with a colleague
- Prepare bridging responses for Q&A
- Confirm event details and format
- Test AV equipment if using slides
- Review your institution’s or ACMS’s communication guidelines
ACMS’ PR and Marketing Team, The Corcoran Collective, is a full-service firm that provides media training, PR consultation, social media review for your practice, and securing media placements on your behalf. They also offer discounted services to members whose practices may be looking to bring on a PR/Marketing firm.