Category: Blog

As National Science Foundation staff review thousands of active research projects against lists of scrutinized terminology, healthcare communicators face a stark reminder: words carry meaning. But while federal agencies examine grant language and research proposals, time marches relentlessly forward for patients awaiting breakthroughs. Right now, there’s a child in a hospital room who is missing out on a potential lifesaving therapy as we sort out a path forward. We now find ourselves at a critical juncture where our industry is evolving – the words we use, the processes, but at the core, the what and the why remains unchanged: ensuring that lifesaving innovations reach the patients who need them.

When my son Cannon was diagnosed with hypophosphatasia (HPP), there were no approved treatments. Today, there’s one approved treatment, one in clinical trials and others in discovery. This profound shift from hopelessness to hope illustrates why we can’t get bogged down in process, over-thinking, or linguistic debates. These are distractions that slow down medical progress. Every day spent debating terminology is a day lost to a patient somewhere waiting for a breakthrough.

In today’s healthcare world, communications leaders face unprecedented challenges on the daily. Words that once seemed straightforward now carry unexpected weight. Terms we would argue are relatively neutral like “advocate” have become lightning rods, potentially affecting everything from grant funding to clinical trial recruitment. During my pre-med track in college, we learned that the science of biology teaches us that medical responses may vary across populations. For rare disease research, this presents a particular challenge. When you’re already working with a small patient population, ensuring diverse representation in clinical trials becomes even more complex. Diversity isn’t about checking boxes—it’s about developing treatments that work safely and effectively for everyone.

Our role is to thoughtfully navigate how and when to engage in political discourse but most of all, it is to ensure that essential healthcare messages reach those who need them. When words become charged, we must find new ways to convey unchanging truths: every patient deserves access to safe, effective medicine, regardless of their background.

Savvy healthcare communications leaders recognize that crisis communications isn’t just a response strategy anymore—it’s THE strategy. The days of the war room are over as we now engage in triaging strategy and rapid-fire response as a way of working. As we help our clients navigate this frenzied moment while keeping patient needs at the forefront, we are finding that now more than ever we must:

• Ensure that semantic debates don’t delay patient care or scientific progress
• Bring the humanity back to healthcare narratives
• Remember our “why”. The purpose behind what we do is something that unites us while other distractions seemingly divide.
• Support companies in maintaining their commitment to patient care while navigating sensitive discussions

Most healthcare professionals I know didn’t choose this field for financial gain. They chose it because they want to help people and make a difference in this world. Like the physician’s creed to “do no harm,” our communications creed must be to never let wordsmithing stand in the way of patient care.

Looking ahead, our industry faces complex challenges without easy answers. But our north star remains constant: doing what’s right for patients. Whether we’re discussing rare disease research, clinical trial access, or treatment availability, our focus must remain on the fundamental goal of helping people live healthier lives.

In the coming weeks, our “Patients Can’t Wait” series will explore these challenges through the eyes of our Practice Leads, each bringing their unique perspective to this conversation. But regardless of how healthcare communications shifts, one truth remains: Every minute spent debating is borrowed from someone waiting for a cure.

I think of my son Cannon, and how different his future looks today compared to his diagnosis day 18 years ago. I think of countless other families still waiting for their breakthrough moment. They remind us that in healthcare, time isn’t just money—it’s life itself. And that’s something none of us can afford to waste.

As corporate leaders stand at the dawn of 2025, they find themselves navigating unchartered waters as new policy changes have forced companies to reexamine their core identities and public positions particularly on the topic of Diversity, Equity and Inclusion (DEI). While many of us use the New Year to contemplate personal transformations, companies and brands are faced with a different kind of reflection: one that examines their core identity, purpose, and the mark they wish to leave on the world.

Adaptability isn’t just about surviving change – it’s about thoughtfully evolving while staying true to organizational values. As stakeholder expectations transform, businesses face a crucial question: how do you refresh your story without losing the essence of who you are?

However, there should not be a New Year, New Narrative without cause. Meaning, in our perspective, only a significant business change would warrant a wholesale updated narrative. A refresh is a moment in time to reframe who your company portrays itself to be.

The Shifting Corporate Landscape
The corporate landscape is experiencing a seismic shift in how organizations approach DEI initiatives. Meta Platforms Inc. sent shockwaves through the business world by dismantling its DEI programs, including the dissolution of dedicated teams and the termination of diverse supplier initiatives. This decisive move has sparked a chain reaction, with industry giants like Amazon, Target, McDonald’s, and Ford following suit.

In the wake of these transformative changes, our clients are grappling with profound questions about their own positioning. They’re seeking guidance not just on policy adjustments, but on the delicate art of communicating these changes to increasingly diverse stakeholders. The challenge lies in striking a balance between evolution and authenticity —ensuring that any shifts in approach remain rooted in founding principles while embracing a forward-looking vision that provides a moment to put a fresh focus on core values, culture and ways of working. This is a moment not just to update, but to reaffirm what matters most to your company.

Interestingly, while headlines spotlight major corporations stepping back from DEI, data tells a different story. According to the Association of Corporate Citizenship Professionals (ACCP), 96% of surveyed companies report no reduction in DEI budgets or goals. What we’re witnessing isn’t the end of DEI, but rather its transformation – a strategic shift from standalone initiatives to integrated business practices.

Building a Resilient Narrative
At Green Room, we advocate for a nuanced approach. Your corporate identity shouldn’t sway with every changing wind but rather stand firm on its foundational values while adapting its expression to the current climate. Think of it as refreshing your company’s voice without changing its soul.

This process demands regular attention – quarterly reviews at minimum for companies of a certain market cap while emerging or smaller companies may revisit annually – and should respond nimbly to significant developments affecting your brand. Consider it an ongoing dialogue with your stakeholders rather than an annual monologue.

Strategic Considerations for Your Narrative
Key reflections should include:

• How your business objectives resonate with or diverge from current societal dynamics
• The alignment between your core mission and your company’s growth trajectory
• The impact of both triumphs and setbacks on your brand story
• The resilience of your values in an increasingly complex social landscape
• The enduring value you deliver to employees, shareholders, and customers

The magic happens when leadership teams engage in candid discussions about these elements, creating productive tension between current perceptions and aspirational legacy. This is where your narrative truly comes alive.

And here’s the exciting part – once we’ve crafted this authentic, refreshed narrative, we get to bring it to life through compelling storytelling. Because at the heart of every refined narrative and strategic shift should be the people we ultimately serve—patients—where clear and thoughtful communication helps ensure that they remain the priority. A strong narrative isn’t just about positioning; it’s about reinforcing commitment to the people who rely on these innovations and essential services every day. When we get a narrative right, we don’t just align with business goals—we reaffirm our role in improving patient outcomes in a meaningful way.

For our 2025 clients, the journey ahead promises to be both challenging and infinitely rewarding!

The atmosphere in San Francisco was buzzing with healthcare’s brightest minds collaborating and striking deals to help usher in the next generation of innovative medicines and technologies. After attending Fierce Life Sciences JPM Week events, meeting with colleagues and soaking in the excitement of the biggest healthcare investor event of the year, I was left with a lot to think about. Here’s what I took away:

Mergers and Acquisition Have Rebounded to Historic Highs
Right out of the gate, Johnson & Johnson set the tone for this year’s dealmaking playoffs with its announcement of a $14.6 billion acquisition of Intra-Cellular Therapies, bringing Caplyta into its portfolio. PwC’s M&A Report predicts that 2025 is going to be the year of corporate courtships – lower interest rates and post-election clarity are setting the stage for some serious healthcare hookups. What I’m most interested in is a potential shift toward investment in earlier stage assets that may come with a lower price tag, but hold incredible promise to change the treatment paradigm in therapeutic areas of high unmet need like oncology and rare diseases. This trend signals an increased need for strategic healthcare communications that can effectively position early-stage assets, build investor confidence, and differentiate innovations in crowded markets. PR efforts will need to focus on storytelling that highlights the long-term value and patient impact of these emerging therapies.

AI Will Continue to Shape Healthcare Advancements
No surprises here — AI was everywhere at this year’s conference. Morgan Health’s CEO Dan Mendelson announced that the company wants to do more in AI, and several companies introduced new AI-based products and initiatives. Tempus AI unveiled new upgrades to Tempus One, its generative AI tool for clinical decision-making, while Nvidia announced partnerships with IQVIA, Illumina, Mayo Clinic and the Arc Institute to push digital pathology, drug discovery, and multiomics analysis forward. Talkspace is rolling out an AI-powered tool to help therapists with pre-session prep and post-session notes.

AI’s influence on healthcare is undeniable—however, speakers at JPM also emphasized that real-world impact depends on thoughtful implementation and ongoing technological refinement.

Health Insurers Remain Under Scrutiny
The tension between insurers and healthcare providers is reaching a boiling point and it was palpable at JPM. The recent assassination of UnitedHealthcare CEO Brian Thompson cast a sobering shadow over discussions and prompted some insurers like CVS Health and UnitedHealth Group to forgo the event entirely. Meanwhile, protesters outside the conference called for prioritizing patients over profits. The friction between payors and providers is only intensifying as costs rise and contract disputes escalate. How this dynamic plays out in the coming months will be critical.

Women’s Health Is in the Spotlight
Women’s health was a standout topic at the conference. At Fierce Life Sciences JPM Week, Dr. Jill Biden reaffirmed her commitment to push for more investment in women’s health research, calling it an area with too much potential to ignore. In a powerful visual statement, women from the Biotech CEO Sisterhood showed up in pink to call out the ongoing gender gap at the conference.

On the product front, Bayer announced that its new menopause drug, elinzanetant, is under FDA review. Meanwhile, Morgan Health is actively looking at startups like Kindbody, a fertility and family-building healthcare provider as potential investment opportunities. Conversations estimate the size of the women’s health market will grow from $9 billion to $29 billion in just eight years due to momentum from founders and funders.

The GLP-1 Market Will Evolve, But Where Is It Headed?
The GLP-1 obesity drug market is still booming, but Eli Lilly’s CEO David Ricks said the long-term trajectory is still uncertain. He emphasized that despite the hype, predicting consumer demand and sales patterns for obesity drugs remains tricky. Ricks also pointed to an overestimation of the market’s short-term growth, which has led to some financial setbacks.

GSK’s Chief Scientific Officer Tony Wood said the company is steering clear of the overcrowded obesity market for now and instead focusing on obesity-related conditions rather than diving directly into weight loss treatments.

The Takeaway
As healthcare stands at the intersection of technological innovation and human-centered care, the 43rd J.P. Morgan Healthcare Conference revealed a future where AI, strategic investments, and patient-focused solutions will redefine medical advancement. The industry is not just adapting to change but actively shaping a more precise, efficient, and inclusive healthcare ecosystem. These transformative trends signal a pivotal moment where technology and compassionate care converge to unlock unprecedented potential in medical science and patient outcomes. For communications professionals, this evolving landscape will require a shift toward corporate and investor relations communications to support investment narratives, while heightened M&A activity will demand a sharper focus on internal communications to ensure seamless integration of operations and corporate cultures.

The communications landscape underwent a seismic shift in 2024. From the emergence of AI-powered content generation to the transformation of traditional journalists into personal brand powerhouses, these changes are fundamentally reshaping how organizations communicate with their audiences. As transparency and authenticity become increasingly vital, companies and their communicators must adapt to a new reality where technology and human connection are inextricably linked. Here are the most significant trends we saw in 2024: 

New Focus on the Safety of Executives
As Amazon workers are striking in an effort to unionize, they follow a growing trend among Americans who are collectively frustrated and becoming more vocal about shareholder capitalism. The recent tragic murder of UnitedHealthcare CEO Brian Thompson has heightened discussions on the safety of company executives, particularly in healthcare. This could lead to limitations on access and transparency, such as more thorough screening of social media connection requests and careful topic selection. We are currently working through these discussions with our clients to assess executive visibility on a case-by-case basis particularly as we prepare for JP Morgan Healthcare in January. 

Proposed TikTok Ban
The Supreme Court announced it will review TikTok’s challenge to the federal court that could ban the app, scheduling oral arguments for January 10, just days before the law is set to go into effect. “Designed to address legitimate national security and privacy concerns,” the ban was introduced by the Biden Administration in April. Several companies, including Amazon, are purported to be in talks with parent company ByteDance to purchase the platform and operate it as a US company. 

The Growing Need for Transparency
The most successful crisis communications strategies in 2024 have been those that prioritize transparency and authenticity. The numbers can attest, with 70% of consumers more likely to trust a company that communicates transparently during a crisis, according to the Institute of Public Relations. With exponential growth in social media use, companies must take accountability and immediate action that makes their efforts to combat the issue at hand clear. 

AI and Responsible Creation
Artificial intelligence has become a game-changer in media production with outlets strategically leveraging AI tools to generate content. The key challenge is striking a delicate balance between technological efficiency and maintaining the human touch that audiences crave. Audiences are increasingly looking for ways to trust their information sources and there’s mounting pressure on media sources, influencers, and companies to validate their stories authentically. These trends emphasize the need for clear ethical use guidelines and transparent communication strategies. Within healthcare, the FDA has issued several guidelines this year on the use of AI in medical products and drug development aimed to balance patient safety with the use of innovative technologies. We believe the Agency will continue to remain supportive yet cautious. 

The Rise of the Personal Brand Journalist
Traditional journalism is undergoing a radical transformation. Journalists are no longer just reporters; they’re becoming personal brands and content creators. Among local news reporters, many have TikTok accounts sharing behind the scenes intelligence gathering. This provides a new level of intimate, personality-driven connection to audiences, which over time could influence who and which journalists they trust.

The shift is driven by independent newsletters that offer direct audience connection, podcasts that provide in-depth, personality-driven storytelling and platforms like Substack that enable direct monetization of expertise. In our world, we’re watching heavy weight reporters like Endpoint’s Beth Snyder Bulik launch her own newsletter, Marketing and Pharma, to former FDA staff launching a Substack about regulatory initiatives. The modern journalist must now navigate the complex terrain of being both a credible expert and an engaging personality, creating unique content that stands out in an increasingly crowded media landscape.

Show and Tell 2.0
Visual storytelling has reached new heights with virtual and augmented reality technologies. Particularly in complex fields like healthcare, these technologies offer unprecedented ways to explain intricate concepts visually, create engaging, quick-to-consume content, and connect with audiences, especially younger demographics who prefer short-form video experiences. AR and VR are even being used in modern medicine studies where surgeons can simulate surgery before it is performed to help them think about various scenarios. 

Evolving Influencer Dynamics
Influencer culture is no longer just about popularity—it’s about creating genuine connections. Trends show a growing need for authentic storytelling, partnerships between companies and influencers for educational content and emphasis on building trust through transparent and ethical communication. Look no further than political influencers who received priority access to this year’s Democratic National Convention over mainstream journalists; this is just the start of a more significant shift towards influencer generated content particularly as it resonates among younger generations. In the case of influential TikToker Nina Pool, who become the subject of controversy after she gave her followers advice for over-the-counter PMDD treatments, is calling into question the regulation of content offering medical advice or treatment recommendations from non-professionals.  

Short-Form Video Revolution
Quick, immersive content continues to dominate, with platforms prioritizing bite-sized, engaging video narratives, storytelling that captures audience attention in seconds and leveraging technologies like VR and AR to enhance visual communication. The future of communications is not just about broadcasting messages—it’s about creating meaningful, immersive experiences that resonate with audiences on a deeper level. 

Needless to say, it was a dynamic year with a lot of unexpected turns. We’ll be back in January with rested heads, fresh eyes and a new blog! Until then, we wish all our readers a wonderful, restful holiday season.

Whether you’re navigating the complexities of AI in content creation, developing an authentic executive communications strategy, or exploring innovative ways to tell your story through emerging technologies, Green Room is here to help shape your communications approach for 2025 and beyond. Let’s connect! 

In healthcare, we often refer to a “moonshot” in aspirational terms – making a monumental effort to reach a lofty goal – like when it comes to cancer research – but in 2024 private companies like Space X and Axiom Space are expected to drive significant growth in the commercialization of moon exploration potentially making the “moonshot” of accessible space travel a tangible reality. This incredible leap into the future is just one of the seismic events that are likely to shape our perceptions of the world this year. At Green Room, we pride ourselves on remaining on the leading edge of emerging trends in culture and science to drive timely and relatable messaging no matter what kinds of surprises may come our way.

Our outlook for 2024 includes several significant events that will impact our country, our industry and how and when we communicate.

It’s a presidential election year in the U.S.

With presidential primaries already well underway, we can expect to see coverage of the 2024 presidential race dominate headlines throughout the year. While we can’t predict the outcome, there are sure to be some surprises. With passions running high across the electorate, this could be a year like no other. Heated political discourse often finds its way into mainstream conversations, so we’ll be watching to see how developments in the election process and external factors such as legal filings, congressional actions and citizen activism could influence how or when we communicate.

Some of the key dates we have on our radar:

• Republican National Convention – July 15-18, 2024
• Democratic National Convention – August 19-22, 2024
• Election Day – November 5, 2024

Supreme Court decision could significantly impact the role of federal regulatory agencies.

Have you heard of the Chevron Doctrine (AKA the Chevron Deference)? This pivotal case, decided in 1984, which is related to the power and scope of federal regulatory oversight, is currently being challenged in front of the Supreme Court. With a decision expected imminently, a ruling that overturns or limits the scope of the 1984 guidance could significantly impact the process and power of federal regulatory agencies including the FDA.

Pending the outcome, we could see significant disruption in the FDA approval process. If the guidelines for regulatory oversight shift, federal agencies, including the FDA, will need to scramble to interpret the ruling. As the agency determines how best to adapt their current standards, we could see a delay in FDA decisions and approvals while federal regulators hash out the best path forward.

The Olympics are coming!

The 2024 Olympic Summer Games are scheduled to take place in Paris this summer, from July 26-August 11. After the pandemic disrupted the scheduling and scope of the 2020 Olympics, we will likely see a surge in interest this year as athletes and spectators converge on the City of Lights. If audience viewing trends continue to follow the path set during the previous games, social media is going to play a pivotal role, with many tuning in to coverage on social platforms such as YouTube or Tik Tok and bypassing traditional television viewing altogether.

It’s tempting to want to leverage a global spectacle of this magnitude to drive communications but be aware that the Olympic committee maintains tight control of who can use their branding and how. Even sponsorships are tiered, so understanding how – or even if – you can mention the event will be critical before developing any communications tied to the games.

Climate has entered the chat.

With several major climate conferences set to take place around the world in 2024, the topic of global warming and sustainability is sure to remain top of mind this year. As the world continues to grapple with the fallout from natural disasters and evidence of our changing climate continues to pile up, climate activism is also on the rise.

This year we’re likely to see more activity on all fronts: climate-related events could wreak havoc on supply chains, scheduling and travel; while climate activism will likely continue to disrupt planned events and the ability to pivot when plans go awry will be critical.

The elephant in the room

2023 saw an alarming rise in global political and social conflict and unfortunately, 2024 is likely to bring more of the same. With active fronts in both the Middle East and Ukraine and a heated national debate over the best ways to aid our allies, there will be no shortage of fodder for debate here in the U.S. and around the world.

Social media will continue to be the global water cooler for discussion, with conflicting, passionate opinions driving all sides of the conversation. It will be more important than ever to tread carefully when mentioning even the most tangentially related topics and to monitor social engagement diligently with a plan of action tailored for individual scenarios.

What else is on our radar?

Big ideas, shifting trends and unexpected events are all certain to be on the menu for 2024. As we continue to navigate whatever comes our way, some of the other topics we’ll be watching closely are workplace culture and the continued push/pull around hybrid structures, shifting consumer demographics and the remarkable growth of AI. Buckle up for an exciting year ahead!

As the new year begins, we are reflecting on our Green Room team who work hard every day to provide excellent client support. Throughout 2023 our team has also experienced many personal wins. To celebrate the team’s excellence, we are sharing some of our team’s professional and personal bests of 2023!

In 2023, I graduated college in the spring! Between transferring schools and navigating college during the COVID-19 pandemic, I didn’t have a traditional experience but I’m so grateful for where I ended up. Post graduation, I joined Green Room as a fellow (my first job post-grad) and I’ve learned and grown so much in my position over the past 5 months!
This year at Green Room, I learned how to organize media interviews, from outreach to scheduling, to follow-ups with media contacts. In my spare time, I was able to read more books and discover new authors I enjoy in historical fiction and mystery genres.
After supporting a client for 4 years, I had the opportunity to take the partnership to the next level by starting a 6-month in-house solutions role. I also had a personal best of seeing my 4-year-old overcome significant speech delays to become much more verbal, social and really thrive in school.
I had the opportunity to work on three different FDA approvals this year, which was exciting. I was also promoted to Account Executive! In August, I adopted a kitten from the shelter.
My professional best of 2023 was receiving my promotion to Senior Account Supervisor this year, as well as contributing to the growth of and providing mentorship to other team members across Green Room. On a personal note, I (unexpectedly!) got engaged in Italy back in March.
After 10 years working with a client, I began working on part of the business I had never touched before and helped the team become more strategic and purposeful in their communications. My family celebrated two milestones this year as my daughter, Sarah, graduated from the College of Charleston in May and my daughter, Anna, got married in October!
In 2023, I got to be a part of developing logos and branding for a Phase 1 clinical trial and provided overarching communications support for emerging biotechs. I also, purchased a Kindle which led to the rediscovery of my love of reading!

At Green Room we promote a work-life balance to allow our team to flourish both professionally and personally. We are thankful for our team and look forward to seeing what we accomplish in 2024!

Carrie Goldstein, SVP and Head, Product and Corporate Communications

Emerging biotech companies face a unique challenge. How do you demonstrate leadership and commitment before you have an approved therapy on the market? In a four-year period leading up through 2021, 42% of the innovative medicines approved in the U.S. have been first launches for their respective companies.^[1] That is a dramatic increase from previous timeframes. This means to emerge as a leader in an industry crowded with newcomers, the journey to define your company and position begins long before your product ever sees the light of day.

At this early stage, biotechs are often focused on pipeline science and fundraising, which are, of course, critical success factors; but there is an equally important need to define who you are to your stakeholders. There are several ways burgeoning companies can set themselves up for success by focusing on the value of a thoughtful and strategic narrative approach to serve as the underlying current for future product launch communications.

Define Your Corporate Narrative

Be prepared to answer questions like: What differentiates your company in the marketplace, to healthcare providers and to patients? What impact do you want to have on the world? How is your business story reflected in what you are trying to achieve with your investigational product?

Define the vision for your company’s destination. This North Star may include how it will change the way a disease is diagnosed or treated, how it will shape the patient journey, and what outcomes it strives to give patients. But it should not be tied to one product and must consider the future of the company holistically.

The value proposition you define may need to have nuance depending on the key audience you are communicating with; and it should be reflected in all materials you proactively distribute, including executive visibility in the media, industry events and social media and your corporate assets including the website, social profiles and industry presentations.

Tell A Brand Agnostic Story

Differentiating your broader corporate story from a product narrative is essential to building a strong foundation with all your stakeholders, not just your investors and future prescribers. As your asset reaches clinical and regulatory milestones, the corporate narrative will guide how you tell the bigger story of your company; aligning with product messaging and delineating the future of your pipeline.

Your corporate vision and your esteemed leadership team will provide the foundation and the fodder for the brand agnostic corporate story. To support this, executives can share their passion and depth of experience, leadership transitions and corporate growth milestones. While a strong product narrative can differentiate your therapy and build customer interest; a well-crafted corporate story will serve to attract and retain investors, customers, and employees long-term in the highly competitive biotech industry.

And especially at the intersection of your company and your product, always communicate with transparency and authenticity. Be upfront about your challenges and setbacks as well as your successes; which will help build trust and instill confidence in your company and your brand.

Build Your Community

A McKinsey analysis found that successful biotech companies define and initiate patient advocacy strategies four to six months sooner that their less successful counterparts. Companies that are viewed as leaders, deeply committed to their mission, are often those that have developed enduring connections with patient and professional communities, regardless of the status of their leading therapeutic asset. To do that, it’s imperative to understand the needs of your stakeholder communities and identify what support they need to address the obstacles they encounter and the needs of their patients.

Advocacy is a part of our DNA at Green Room. Not only is our Managing Director, Deb Fowler, the founder of Soft Bones, a U.S.-based advocacy group focused on the rare disorder, hypophosphatasia, but we have the first-hand experience of how and when to engage patients to infuse critical insights throughout the development process. It is an area where we constantly counsel clients and shape mutually beneficial partnerships with advocacy groups and patients/caregivers.

We see time and time again the positive impact organizations who choose to engage early and often, have on their bottom line results come launch season. Our proprietary approach to mapping and engagement infuses advocacy engagement at every step of the life cycle, ensuring strong buy-in from these essential stakeholders. These relationships should start as a two-way dialogue, and demonstrate the commitment your company has to the patient population, beyond providing a potential treatment option. This bridge-building exercise can result in a broader understanding of the niche issues they face and the broader challenge your company is working to solve.

Align Your Corporate and Brand Narratives

Emerging biotechs often have a singular focus – to get their clinical asset over the finish line. What we are proposing here is that a 360 degree view of the long-game is necessary for success in building your reputation and garnering the attention of your audiences.

^[1] https://www.mckinsey.com/industries/life-sciences/our-insights/making-the-leap-from-r-and-d-to-fully-integrated-biotech-for-first-launch

National Matchmaker Day is typically all about dating and falling in love – but at Green Room, matchmaking is part of our day-to-day operations. We sat down with our resident matchmaker, Heidi Floyd, EVP, Strategic Operations & Integration, to better understand the benefits of building powerful teams and how it works in practice.

As Heidi describes it, “At Green Room, we look beyond the scopes of work that we are expected to deliver and develop long-lasting, impactful partnerships. Having the right person, in the right seat, with the right client, makes all the difference. No one does it like we do and this matchmaking process is a crucial factor for forming relationships between colleagues, clients and agencies.”

Q: Why is a “matchmaking” approach so important to staffing accounts at Green Room?

A: Every client has a “what I want in an agency” wish list. Matchmaking allows us to figure out what clients really want or need from their agency team and identify the right set of skills to deliver on those needs. Making the match is critical! Our agency’s success hinges on our perception as a partner, not a vendor, to our clients. This allows us to gain a deep understanding of their world, their needs and how their organizations work, so we can deliver the most value (and efficiency) as possible. This only happens when matches are strong.

On the flip side, there are also benefits to making the right match for our Green Room team members. People who are happy are more productive. We keep an open conversation with our team about the areas they want to work in, and if they don’t have the skills, we see this as an opportunity to grow. Addressing those gaps becomes an integral part of development plans.

Ultimately, a great match is a win-win for everyone involved.

Q: How do you implement a successful match for Green Room’s clients?

A: When looking to find the right team for our clients, whether it’s an agency team or a consultant, we always follow the same process:

-Ask the right questions: Aligning with the client on the specific skillset needed for the role is critical, but don’t stop there! Understanding their personality traits and work styles is also important. Slow down and try to identify the subtext—sometimes what clients don’t say is as significant as what they do say. For example, a client may say that they need someone with data communications experience and related skills, but what they may also need is someone who can work directly with a senior executive to communicate about the data. These nuances can make or break a successful client/agency relationship.

-More than skillsets: In an interview, we ask questions like “What’s your Enneagram number?” or “What’s your Myers-Briggs type?” It’s all part of the “secret sauce!” and we really try to understand each person’s personality, interests and where they perceive their strengths, and where they want or need to grow. This tells us not only about the different types of roles where they will be successful – but also thrive! There’s a place for generalists or jack-of-all-trades, but identifying a team member’s unique passions and strengths, and aligning them to the right client, makes a meaningful difference.

-Pressure test and assess: Like any new relationship, there may be a few bumps before finding hitting a stride, but we keep a close eye on how things are progressing (from both sides) to determine if it’s a fit.

Q: How do you know when a match is working or needs to be re-evaluated?

A: Similar to the feeling you get on a good first date, it’s easy to tell when there’s a match. There are early signs that it’s going well: open communication, trust and an ease of collaboration. There’s a spark in the air and, if you pay close attention to the energy around a project, the good matches are easy to spot. Equally as important is recognizing signs that a match may not be going as smoothly as anticipated. A sudden shift in tone, behavior (e.g., a client is no longer as responsive as usual) or heightened critical feedback is a telltale sign. Sometimes what works on paper does not always match in practice. Staying connected to the client, paying attention to cues and addressing challenges quickly is critical to earning and maintaining client trust and creating a successful environment for everyone involved.

Whether building or growing new relationships, we all maintain a “Heidi” mindset at Green Room. This Matchmaker Day, and throughout the year, we hope these tips help to shape your business relationships for greater trust, connection and success!

In the last few years, companies committed to driving positive social impact have embraced ESG and DEI – the framework used to evaluate a company’s diversity, equity, inclusivity, performance and sustainability. Having previously taken a backseat to Corporate Social Responsibility (CSR), ESG and DEI have recently evolved to become a moral imperative and vital tool to conduct business. Investors are making moves based on company ESG and DEI commitments and disclosures. In fact, the Securities and Exchange Commission has yet to finalize new rules for company disclosures regarding ESG and DEI policies, but initial thoughts are these topics will continue to be a high priority.

Now, on the heels of the Supreme Court decision to strike down affirmative action, it’s more critical than ever that companies evaluate their existing ESG and DEI commitments – or develop an ESG and DEI strategy if they have yet to build one – to assess the implications of the ruling on their workplace culture, policies/benefits and charitable giving initiatives.

As a communications agency that has partnered with a variety of healthcare clients to build internal and external awareness for DEI and ESG programs, we believe that a well-thought-out communications plan can support companies in not only remaining consistent, impactful and transparent in their ESG and DEI communications, but can help align positioning around key societal issues that impact their commitments.

We offer three critical steps for communicating your value system that you should be doing right now.

Evaluate Your ESG and DEI Strategies

First, assess the possible implications of the Supreme Court ruling on any diversity and representation initiatives you support so you can proactively prepare for future impacts to your key stakeholders and business values. The potential impacts on the corporate world are still unclear, but the decision could embolden attacks on corporate diversity, equity and inclusion initiatives. It could result in a less diverse candidate pool in coming years or in companies feeling obligated to remove ‘diversity’ from titles, for example. It’s also important that all programs and activities align to a clearly defined ESG and DEI strategy that has buy-in from both leadership and employees, to ultimately serve as your north star as you navigate external factors and influences. Finally, assess what has been communicated already around your ESG and DEI commitments and where, to guarantee continued transparency and accountability, and pivot or reinforce messaging as needed.

Tell Your Story – Consistently.

If you can’t articulate your story, no one else can. Creating a core narrative that holistically captures your ESG and DEI commitments while reinforcing its connection to your values and business strategy will ensure your efforts are well-articulated by leadership and understood by internal and external stakeholders. A compelling narrative will assist in the short-term, allowing you to present business changes in a coherent way and in the long-term by catalyzing engagement across your employee and customer base. A core narrative also enables you to remain nimble and agile in taking a stance on societal issues by providing a framework for all proactive and reactive statements – and it doesn’t stop there. How you measure against this strategy is equally important. Ensure that you’re developing a measurement plan with key metrics to track return on engagement. How you cascade the narrative is also essential to its adoption within the organization. Don’t forget – your people managers are a critical communications channel and essential to bringing employees along your ESG and DEI journey.  It’s important that everything you include in your narrative has proof points of tangible actions taken by your organization — in short, proof that you’re really walking the walk.

Deploy Your Plan

Once your defined strategy has been communicated to key audiences, it’s time to scenario plan. Scenario planning as soon as an issue arises that has implications to your business will ensure your ability to engage quickly, decisively and in alignment with your strategy and values.

While these steps will aid your organization immeasurably in the short term, it’s the long run that will matter even more. In an ever-polarizing world, these divisive topics will continue to make their way to the forefront, and corporations will be increasingly pressed to put their stake in the ground. Where you put that stake is an individual choice for each organization to make, but the expectation will be to make that decision and communicate it widely internally and externally. As the longtime leader of Walt Disney Co., Roy E. Disney, once famously said, “When your values are clear to you, making decisions become easier.”