by Jonathan Kay, MPP, Managing Partner, Health Market Experts & BioHealth Innovation, Inc. Entrepreneur-in-Residence
Healthcare is complicated. Communicating effectively doesn’t need to be.
For a new medical technology, biologic, pharmaceutical, or digital health solution, a critical element of go-to-market strategy (GTM) and initial commercial success is messaging.
But messaging often doesn’t get the attention it deserves.
GTM messaging could include messages to any: physicians, hospital administrators, policy makers, patients, caregivers, payers, and more.
This post kicks off our 7-part series on Optimizing Launch Messaging 🚀, where we will share 7 valuable tactics to help achieve your goals related to access, commercial success, and improved patient outcomes.
Tactic 1: Test, Don’t Guess
The first step to optimizing launch strategy is embracing a data-driven mindset:
Healthcare markets are complex in so many ways. Think of the scientific, clinical, regulatory, reimbursement, and competitive landscape. Testing in a complex and changing environment helps minimize risk and maximize potential.
Companies run clinical trials to test the impact of a therapy. Similarly, commercial teams should test their launch communications to ensure they are effective and safe. That is, are the messages clear, credible, and persuasive? Do the messages avoid unintended consequences?
Why test messages? We test messages to:
- Understand unmet needs
- Assess competitive differentiators
- Understand which messages resonate and why
- Learn how to motivate appropriate behavior
Do you have a positive example from when you tested messages in advance of using them? Share your thoughts below!
At Health Market Experts, we make corporate and brand messaging more efficient and effective. If your organization is preparing to launch a product or a campaign, connect with us to learn more about how we can help you develop and execute your launch plan and maximize success. Ask us about message awareness and attribution, too.
This post was written with NI not AI (written by a human using natural intelligence).
This post expands on content I previously wrote as a blog at Catalant and delivered in guest lectures at Rutgers Business School.
Visit https://www.linkedin.com/in/jonathan-kay-healthcare/ to connect with Jon on LinkedIn.