Core Story Development

We build the story from left to right, starting with data and ending with value. But when we communicate externally we must start with the value and why it’s important to the HCP or patient. There will be a point when data becomes the most important part of the conversation, but it is rarely before the customer has bought into the value. In all likelihood, either through poignant questions or targeted objections, the HCP will determine the right moment to tap into data. Once a core story is in place, lead by value, it needs to be wrapped in context. Unravelling complexity and contextualising science is at the core of how we develop key message banks and campaigns. It’s how we ensure the communication is real; it’s how we resonate and connect with doctors, nurses and patients.