by Jonathan Kay, MPP, Managing Partner, Health Market Experts & BioHealth Innovation, Inc. Entrepreneur-in-Residence
Last week, we introduced our series, Optimizing Launch Messaging. We began by encouraging testing communications rather than guessing about what will work best.
Testing provides data and evidence. Evidence matters in prevention, diagnosis, and treatment. Likewise, evidence matters when it comes to the performance of messaging and communications. It’s an important reminder for leaders in marketing, commercialization, medical affairs, communications, and others.
Tactic #2: Know Your Stakeholders to Avoid a One-Size-Fits-All Approach
In healthcare, a one-size-fits-all approach is a recipe for noise, not impact.
“Knowing” your stakeholders is much more than knowing their title, role, or level; it’s about understanding their role, baseline knowledge, priorities, motivations, and behavior. And what they value. All of that can vary. That’s why we segment the market and test messages by segment.
Not everyone needs the same message, even if they need similar information. The healthcare stakeholder landscape is complex and includes: physicians, NP/PAs, other providers; patients, caregivers, and patient advocacy groups; payer decision makers; policy influencers; health system executives; a variety of specialties and settings of care; and more!
To be effective💡, communication needs to be precise and purposeful.
Who is the message for? What information do they need? Will the message fulfill its purpose? Will the message influence opinions and motivate behavior? The goal is to deliver messages that are relevant, credible, and actionable.
Recently, I worked with a team supporting a start-up that has a new technology in cell therapy. The value proposition is relevant to stakeholders in therapy development, manufacturing, commercial / clinical use. In discussions with representatives from all of those functions, it became clear some features and functionality were valued by all stakeholders; the importance of other attributes varied by role or individual. We learned how to optimize telling the story of the technology for different audiences. The result? Precision messaging for precision medicine. 🎯
If your organization is preparing for launch, connect with us to learn more about how Health Market Experts can help you execute and maximize the success of your product launch with optimal positioning and messaging.
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.
BioHealth Innovation is expanding its Entrepreneurs in Residence (EIR) network and is seeking experienced leaders at the intersection of biohealth and advanced technologies, including artificial intelligence and quantum computing.
IonQ Vice President and GM of Quantum Platform Matthew Keesan joins BioTalk for a clear look at how they are advancing quantum computing from its home base in the BioHealth Capital Region. He shares the story of IonQ’s Maryland roots and explains quantum computing in straightforward terms for listeners seeking a high-level understanding. The conversation moves into why biohealth leaders should track the hardware race, what distinguishes IonQ’s approach, and how quantum is already being paired with AI to strengthen modeling and analysis. Keesan walks through early use cases showing traction today, challenges common myths about timelines, and shares which biohealth applications he expects to gain mainstream momentum by 2030.
William Hurley, known widely as Whurley, joins BioTalk for a deep look at how quantum computing is moving from theory into practical use across the biohealth landscape. He opens the conversation with an introduction to Strangeworks and explains why the company is focused on making quantum computing more accessible for real-world problem-solving. The discussion explores how quantum could support breakthroughs in genomics and personalized medicine, improve the way clinical trials are modeled, and strengthen manufacturing and supply chain operations. Whurley also talks through the ingredients required for regional leadership in this space, including infrastructure, strategic partnerships, and a specialized workforce. He shares his view on what will distinguish successful players in quantum from those who overpromise or misread the market, and closes with a forward look at the convergence of quantum, AI, and biotechnology and the impact these capabilities could have on healthcare innovation. The conversation follows his recent keynote appearance at the BioHealth Capital Region Forum this past September.
Secretary Juan Pablo Segura joins BioTalk for a conversation about Virginia’s growing position in the biohealth economy and the statewide strategy behind it. He outlines the significance of the new partnership with AstraZeneca, Lilly, and Merck, including up to $120 million in private investment to create a workforce development center and expand the Commonwealth’s life sciences capacity. Segura talks through how Virginia approaches company recruitment, what investors are responding to, and why the state is seeing increased interest from biomanufacturing and advanced R&D companies. He also discusses Virginia’s use of public-private partnerships to accelerate industry growth, strengthen the talent pipeline, and support emerging hubs across the Commonwealth. The conversation closes with a look at Virginia’s role in the BioHealth Capital Region and how the regional identity helps amplify the state’s message as it continues building a competitive biohealth ecosystem.