Jan 152014

To me the future challenge in healthcare is increasingly about value; about communicating the product’s place not just vs its peer set, but about understanding the patient pathway in the context of continual challenges to this pathway given evolving care and payer systems (market access). How we communicate product evidence is one thing (science-focussed medical communications); how we identify and use (and generate) additional evidence to be able to make it more persuasive moves us into the territory of social media, data and analytics… this is where we need to be finding the story and exploiting the earned and shared space in which to tell it (digitally). Creative and the owned space will diminish relative to the above – at least this is what I see happening. The old med comms rhetoric of creative+science = effective product story is all a bit generic as a standalone.

…which way?