by Jonathan Kay, MPP, Managing Partner, Health Market Experts & BioHealth Innovation, Inc. Entrepreneur-in-Residence
In our last three posts of this series, we discussed:
- Test, Don’t Guess
- Know Your Stakeholders
- Listen First
The next step is to develop clear, purposeful, and actionable messages with structure.
Lesson 4: Consider Message Anatomy
A structured framework for message development ensures that your communication is consistent, credible, and compelling. The anatomy of a message consists of 3 components:
- Themes
- Purpose
- Proof Points
Themes might include safety, effectiveness, value, convenience, trust, quality of life, etc. Each theme can have many messages used in different contexts and for different targets
Purpose is the job the message is trying to accomplish. A message might be trying to raise awareness, build or restore trust, demonstrate competitive advantage, etc.
Proof points are the snapshots of evidence that support the message and help achieve the purpose. Proof points could come from clinical data, expert testimonials, survey data, outcomes, or success stories.
Additional useful tips:
- Focus on benefits, not only features of a product or service
- After writing messages, ask, “What could make this more persuasive?”
- Ask yourself, “Does the message support the value proposition?”
For example, consider a novel biologic therapy taken at home one time per day rather than three times per day – or instead of a once-a-week infusion in a center. With that information, we can write many messages focused on the theme of convenience.
A basic message: “This product is to be taken once per day.”
Now, how can this message do more?
A stronger message: “This product is more convenient because you only need to take it once per day.”
And how can this message do more?
A closer to optimal message: “The convenient once-a-day regimen is shown to improve patient adherence and outcomes.”
Can this message work harder? Will the message get the job done and achieve the result we want? Recall, we test messages with real stakeholders to predict what will work best
Effective message development almost always comes from input and vetting across disciplines.
Collaborate with marketing, sales, commercialization, market access, medical affairs, policy, and public affairs teams when developing messages. And as needed, seek legal review. Take an interdisciplinary approach to get input and alignment across departments resulting in unified launch communications.
If your organization is preparing to launch a new business or brand, connect with us (message me on LinkedIn) or visit https://www.healthmarketexperts.com/ to learn more about how we can help you with messaging and commercial strategy to set your business and brand on a path of success.
Written by a human. 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.