I was honored to join the DOC debut. Trust in healthcare has gone local because of the erosion of trust in national and global institutions. The Finding Signal in the Noise conversation that kicked off last year is ever urgent today. We have to fill the trust void with fact and evidence-based guidance in the channels where people see information and from trusted advisors. With TikTok is a leading source for news, we need to rethink how and what we communicate along the way. Bravo, DOC, for leading the charge of critical conversations and paths forward.
Recent posts:
- Discipline 6: Keep it conciseThe clock is ticking! The best-performing TikToks run 41 seconds. The average peer-reviewed medical journal article runs 4,000 to 7,000 words. The average attention span on a digital screen has dropped from 2.5 minutes in 2004 to roughly 47 seconds… Read more: Discipline 6: Keep it concise
- Discipline 5: Reach the left brain with evidence wrapped in story delivery vehicle.At the recent American Society of Clinical Oncology annual meeting, a data slide appeared on a screen in a packed convention center hall. It was a Kaplan-Meier survival curve. Two lines diverging across a graph: one for patients receiving a… Read more: Discipline 5: Reach the left brain with evidence wrapped in story delivery vehicle.
- Discipline 4: Use the right brain to engage people, not institutionsWhen making a fact-based appeal, many leaders pursue data and evidence as the foundation of their argument: in support of a new innovation, a change in clinical approach, or a policy position. These are essential, but usually not enough to… Read more: Discipline 4: Use the right brain to engage people, not institutions
- Discipline 3: Plan for Stakeholders, Not ScenariosIn biopharma, building stakeholder trust before a Phase 3 trial readout is crucial. Instead of traditional scenario planning, an integrated stakeholder engagement plan was implemented, fostering proactive conversations to enhance relationships. This approach ensured that even with a negative outcome, stakeholders maintained respect for the company, reflecting effective, long-term engagement strategies.
- Discipline 2: Establish a Clear Narrative ArcStructure isn’t decoration. It’s the argument. Early in almost every client engagement, I ask the same question: can I see your corporate narrative? What arrives next is reliable. A flurry of analyst reports. A deck or two. Messaging documents. Perhaps… Read more: Discipline 2: Establish a Clear Narrative Arc
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