It’s an enviable problem for a global biopharmaceutical company: a groundbreaking compound with more than a dozen approved indications across a wide range of diseases. But this tremendous accomplishment comes with a critical communications challenge. How do you pull together a cohesive and impactful story when your treatment touches many different medical specialties and patient populations– from high-incidence adult and pediatric conditions to those living with rare diseases – each with its own considerations?
While the drug’s versatility is remarkable from a scientific standpoint, this complexity of impact makes it difficult to communicate clear and consistent messages to healthcare providers, patients, caregivers and payers across different and uniquely challenging therapeutic areas.
Green Room aligned with the brand team’s strategic business priorities and focused on developing distinct yet connected messaging threads to share a compelling and coherent narrative without losing the customized elements that were critical to key audiences across multiple therapeutic areas. Our efforts helped unify the brand while highlighting its mechanism of action and the overarching value. We deployed content across multiple channels and were able to significantly increase relevant trade media coverage reaching target healthcare providers. We strategically engaged with advocacy partners to reach patients and caregivers as well as liaising with key professional societies around treatment guidelines to bolster the brand’s credibility among diverse target audiences. These collective efforts have resulted in a continuous steady increase over benchmarks in awareness, engagement and bolstered corporate reputation.
Yet more was needed – patients and caregivers wanted and deserved answers to important questions about their specific needs and concerns. To address this, we developed a robust issues management and response protocol to address questions, including those about disparate pricing across indications. We helped craft answers to the complicated questions and created a process for a feedback loop that ultimately helped evolve the conversation and provide clarity around the company’s position. This approach allowed us to address the unique needs and concerns of each patient population while acknowledging the different perspectives across their conditions with a nod to the greater impact of the brand and its growing impact on various diseases.
The lesson? Having a compelling story isn’t enough when navigating complex healthcare communications. You need clear, actionable takeaways for each audience. Moving beyond general messaging about a treatment’s versatility to developing focused narratives that demonstrate specific impact for each indication enables stakeholders to understand and contextualize its therapeutic value, leading to more meaningful conversations about access and outcomes.
Our expertise in navigating complex healthcare communications has helped transform scientific successes into meaningful stories that drive action. Interested in more on how we are storytellers and advocates? Get in touch with Green Room.
