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.