Some leaders often underestimate the impact of emotional intelligence (EQ) in business settings, which can lead to misunderstandings and missed leadership opportunities. Those who neglect to develop their EQ might struggle with forming meaningful professional relationships or fail to effectively manage team dynamics.
In this post I want to explore the role of Emotional Intelligence in effective business communication.
Emotional intelligence (EI) is the ability to recognize, understand, and manage our own emotions as well as the emotions of others. In the context of business, emotional intelligence can be a very powerful skill for fostering effective communication, building strong teams, and navigating the complexities of workplace relationships.
As we focus here on the role of EQ in communication, Emotional intelligence (EQ) can be a critical asset for Medical Affairs teams, enabling them to identify and engage effectively with the right target audiences, whether communicating internally within an organization or externally with stakeholders. By leveraging EQ, team members can tailor their communication styles to resonate more deeply with diverse groups, facilitating open channels of communication. This approach enhances receptivity and also fosters active engagement, encouraging stakeholders to participate fully in dialogues and initiatives. Additionally, EQ supports a more effective call-to-action approach, ensuring that communications not only reach their intended audiences but also prompt the desired responses, thereby driving forward the strategic objectives of the Medical Affairs department.
As an example, let's imagine a Medical Affairs team at a pharmaceutical company launching a new medication Internally, the team can use EQ skills to better understand the concerns and motivations of different teams and functions within the organisation. For instance, the research and development team might be focused on the scientific data, while the commercial team might be more interested in how the medication compares to competitors. By understanding the background and details of these diversified needs and opinions and then by addressing them in the medical communication, the Medical team can ensure that internal communication about the medical launch activities are informative and engaging and reassuring to each team and function including the leadership.
If we apply the same scenario externally, when having the scientific exchange with healthcare professionals, the team can apply EQ to gauge the practitioners' initial reactions and tailor their messages accordingly. Recognizing that some practitioners are skeptical about new treatments, the team can emphasize on the clinical trial evidence and real-world outcomes to build trust, for example. They can also prepare to answer detailed questions, showing empathy for the healthcare professionals' responsibility to provide safe and effective care to patients.
In both cases, the Medical Affairs team's use of EQ can enable them to open meaningful channels of communication, foster engagement, and effectively prompt action—such as gaining internal approval for marketing strategies or encouraging healthcare professionals to consider prescribing the new medication. This strategic use of emotional intelligence can help in communicating complex information and building stronger relationships at both the internal and external levels.
Imagine another scenario where an MSL (or a Medical Manager) needs to secure approval from the company's executive leadership for additional funding to conduct an important scientific project.
Medical colleagues, because of their background, are always interested in the scientific side and data associated with the project. Meanwhile, the leadership team, while understanding that the scientific details are crucial, is particularly focused—also because of their background—on the potential return on investment and the strategic implications of the project.
What would you do as an MSL in this scenario?
The way I see it is, as an MSL, you would start by employing your EQ skills before the meeting to grasp the leadership's priorities and potential concerns. then you'd prepare a presentation that highlights not just the scientific significance of the project but also clearly demonstrates how it aligns with the company’s short and long-term goals, such as entering new markets or gearing up for competitive challenges. This need a good level of business acumen and a smart approach during the presentation or the communication.
During the presentation, you would actively read the room's reactions, tailoring your communication in real-time based on their responses. For instance, if you detect a spike in interest at the mention of market expansion, you would elaborate on how the project could enhance the company's market positioning. Conversely, if you perceive skepticism regarding the costs, you would be prepared to present compelling data justifying the investment, along with examples of similar strategies that have succeeded in other companies.
Some individuals might choose to adopt a resistant approach when facing objections, but I would not recommend this strategy. Instead, you should embrace an empathetic approach, utilizing your EQ to understand the leader’s needs and perspectives. Remember, ultimately, your goal is to secure their approval.
The two examples discussed here, provided illustrate how emotional intelligence skills can be effectively utilized in various business communication settings, showcasing just a fraction of their potential applications. The possibilities for leveraging emotional intelligence in communication are virtually limitless, limited only by one’s imagination. Additionally, these examples underscore the crucial role of pre-communication planning. By understanding and anticipating the needs and reactions of the audience beforehand, communicators can tailor their approach to be more persuasive and aligned with the strategic objectives of the conversation, significantly enhancing the likelihood of achieving their desired outcomes.
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Please share your thoughts.
Thank you,
Yasser
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