Question: How do we apply a deep understanding of digital technology and capabilities, and communicate complex scientific concepts in a coherent and compelling way to improve the ways in which an organization communicates?
The pharma sales' reps were already on the "not welcomed" list prior to the COVID-19 shut down, and hospital management continues to be, (can we say), pharma unfriendly. The time has come to seek alternatives to this challenge of communicating with HCPs, and their decision teams by providing succinct but very important information to educate and inform regarding the advancements.
The type of challenges are not new. Finding an entry point into the hearts and minds of people has been studied long and hard. Our tools may have advanced but perhaps the methods have not changed too drastically. Articulating science has never been an easy process. Boiling down a complex concept into an easy and simple statement is an art form. We went as far back to 1632, when Elzevier published Galileo’s ‘Dialogue. We found the Elzevier publishing house was betting on font design to be the impetus to effective scientific communication. It took in the fact that good design was important to attract buyers. Fast forward to Steve Jobs and his conceptions for the iPhone. In the commencement speech delivered at Stamford University, he described his gap years between his two-time Apple CEO/ownership as the most important years of his life. In addition to meeting his soon to be wife, those gap years also provided him an opportunity to explore ideology and design. He reviewed various cultures and the 'giving form to signs in an expressive, in a harmonious and skillful manner.” He later attributed these lessons to Apple products.
To augment the challenge of "No Sales Rep Welcomed," we have found clear and full-proof ways to deliver digital educational content at the right place and right time with the support of data analytics to measure the impact and adjust accordingly. Design through data addresses the complexity, and moves past the obstacles, to deliver pharmaceutical management information needed to accomplish its mission. We certainly aren’t touting our inner Copernicus or Newton, but we do know that communication is multi-dimensional. There has never been a better time to adapt different techniques into communicating science, than now.