Engagement

Upcoming Advisory Board? 5 Insights You Need to Consider

Alana — Wed, 27 Jul 2022 10:05:29 +0000

Upcoming Advisory Board? 5 Insights You Need to Consider Alana Wed, 27/07/2022 - 10:05

An Advisory Board Meeting can be an invaluable tool. Having the right agency partner can be the difference between receiving a generic meeting transcript versus actionable insights that will drive brand strategy.

Experience optimizes outcomes
We’ve been running Ad Boards since 1996. What makes our approach so successful is that we work closely with you to understand your needs – we don't just send a writer along for the day. We can pair your meeting objectives with engaging, interactive agendas, identify key data to present and develop the right questions that will provoke thought and garner real insight.

With a team of >30 in-house writers, our expertise covers a diverse range of therapeutic areas, meaning we’re best placed to identify, capture, and deep dive into the insights that matter the most.

Insights don’t end with the Ad Board
As a life-cycle agency, we understand that an Ad Board is a smaller cog in a much larger process. That’s why it’s important to partner with an agency that leverages insights to inform brand strategy and ensure learnings are integrated, built upon, and carried forward through execution.

If your current agency isn’t doing this, give us a call.

KOL relationships need nurturing
“I attended an advisory board meeting, but the company never followed up.” You’d be surprised how often we hear this from Ad Board members. We pride ourselves on our relationships with KOLs – by providing clear communication, support, and follow-up, this allows you to develop and maintain important relationships and increase your brand appeal.

From general practitioners to specialists, traditionalists to innovators, the chances are we have either worked with or heard of the KOLs in your therapeutic area. If you don’t have any in mind yet, our KOL knowledge and relationships can help you identify who is best to approach.

Talk isn’t cheap
We’re mindful of budgets and busy schedules. With our experience and expertise, we can advise on best approaches for a successful, quality Ad Board meeting that’s within budget and that leaves a lasting impression. After all, a well-thought out and coordinated meeting with a trusted agency means you can stay focused on more important matters and increase the value out of your interaction.
Consider your carbon footprint
Have you considered the environmental impact of running your Ad Board? We’ve been recognized as a company that is leading the way in climate action in Med Comms and have been collaborating with clients to provide innovative virtual formats and ‘green’ solutions for face-to-face meetings. Even some of our internal, green travel policies have been inspiring change in the way clients and KOLs travel to meetings.

For your next Ad Board, ask yourself, am I getting the most value out of this meeting? If you find yourself lacking inspiration, distracted by planning, or wanting more from your current agency, get in contact. We’d love to hear from you.
Contact Alejandro.Potes@asandk.com for a consultation today.

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Medical Copywriting Team

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Vagina. That’s right, I said it.

Alana — Wed, 13 Jul 2022 16:43:54 +0000

Vagina. That’s right, I said it. Alana Wed, 13/07/2022 - 16:43

It was a typical Monday morning at AS&K. I’d only been copywriting for a few months, mainly writing about neurology and dermatology. But on that morning, a meteor entered my atmosphere: a writing project, for a client, all about… the vagina.

Yes, you read that right, and don’t worry, I too also almost choked on my scone. We had been tasked with creating an internal-use online resource to cover everything you possibly (literally) need to know about the vagina. It was to consist of 25 topics and over 140 subtopics, written by our Consumer Health Writing Team, upheld and propelled forward by our Accounts Team, and woven into a beautiful SharePoint scarf thanks to our Digital Team.

My Google history has had a good old giggle since we started. I soon became accustomed to targeted ads for fancy foil-packaged, flavored, latex-free condoms while simultaneously being sent top tips on how to best deal with the menopause. However, as my knowledge of the female genitalia grew, my posture worsened, as I found myself cowering over my laptop in an attempt to hide the screen. Then one day, I thought …

Hold on, why am I so embarrassed? Isn’t the whole point of this resource to be liberating, to help alleviate some of the stigma around this subject? Could this be the quintessence of hypocrisy?

I think the pink-faced prude would come out in most of us should we find ourselves sitting in a cafe in central London writing about STDs and sourcing images of sex toys. But I had felt this way looking at medical diagrams of female sexual anatomy.

So let me explain why this is such a problem and why the day we stop pussyfooting around the subject of gynecology, the world will become a much better place.

First, eradicating vagina stigma will help women make better, more informed choices. They won’t need to cringe when asking for a pack of clotrimazole in their local pharmacy or smuggle boxes of tampons to their cars like shoplifters. It’s important to remember that language has immeasurable power, and women still often feel embarrassed to utter the words ‘vagina’, ‘vulva’, ‘labia’, or the hellion word that is ‘clitoris’.

By eradicating shame surrounding these words, the associated subjects become more normalized. Women will be more likely to talk to one another if struggling with an issue, and support each other if going through, say, a life change, like menopause.

As Nelson Mandela said, education is the most powerful weapon which you can use to change the world. Lessening the embarrassment felt when discussing the vagina and related topics will make education less uncomfortable. Teaching women about their bodies will help them know what signs to look for before things get serious. They will be more likely to seek advice from their HCP rather than hide in their bathroom with, say, a horrid case of cystitis that could lead to pyelonephritis.

With alleviation of embarrassment surrounding female genitalia will come the same for their functions. And perhaps the 500 million women currently suffering from period poverty could finally be free of the shame they feel as a result the prejudicial connotations that society has imposed upon the subject of menstruation.

Scrapping shame also results in amelioration of self-esteem. Women will feel more confident and more empowered to stand their ground if, for instance, someone tries to make them feel ashamed of their genitalia.

In summary, it makes no sense to feel embarrassed about a body part that humankind quite literally depends on. So, let’s celebrate the vagina in all its wonder, taking us that little bit closer to being a more honest, accepting and empathetic society.

Finally, as supplied by Glamour UK, a suitable-for-work-version of your very own “Vagina Playlist” to boost your vagina confidence. Enjoy!

“She Bop” by Cyndi Lauper
“Work It” by Missy Elliot
“Body of My Own” by Charli XCX
“Love Myself” by Hailie Steinfeld
“I Can’t” by Foxy Brown

Viva la vagina!

If you are interested in how AS&K can help with your Women's Health communications strategy for healthcare professionals or patients please contact Alejandro Potes for a consultation today at Alejandro.Potes@asandk.com

Author name and role

Olivia Gray - Medical Copywriter

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Engagement

When is a game not a game?

Alana — Thu, 09 Jun 2022 13:20:06 +0000

When is a game not a game? Alana Thu, 09/06/2022 - 13:20

We’ve had an increasing number of requests in the past few years to build gamification into our projects – for a wide variety of project types, from internal communication and training to medical education to branded promotional activities. But, what makes an activity gamified? And, does gamification actually improve its effectiveness?

Gamification is defined (e.g. by Wikipedia) as a strategy to enhance an activity by applying game mechanics to it. It stems from the observation that gamers (myself among them) will often play a game for hours just to reach the next level, beat that lap time, or get on the high-score table. If medical education could be just as fun/marginally addictive, wouldn’t it be more effective, and make HCPs more likely to participate and to complete it?

Well, given we work in an empirical industry, you’ll not be surprised to learn there have been studies of the effectiveness of gamification, even RCTs and systematic reviews. And while perhaps not all the publications describe approaches that would pass muster at the FDA, there is good evidence that it does indeed improve engagement, knowledge, and retention.

So, what elements from games can be incorporated into activities? There are many, but they all try to engender a sense of achievement, of progress, of bettering the computer or your peers. Things like points, badges, leaderboards, objectives to strive for, times to beat. Gamification is intended to make activities like medical education that are arduous – boring sometimes! – more engaging, more fun, in order to help participants do them and finish them.

Actually building these things into educational or training activities can be harder than it sounds. And not all projects are appropriate to be gamified. Take a typical booth activity: a knowledge quiz about a product or therapy area. This is not gamified education, it’s just a game. Participants are unlikely to learn much from the questions. There’s no impetus to have ‘just one more go!’. We’ve also made many activities, include booth quizzes, game shows, even a case-based physical board game, that were games, but still effective in achieving their objectives without being ‘gamified.’

So next time you write an RFP for a project and include gamification as a requirement, first ask yourself what you’re trying to achieve, whether gamification is really right for the activity (whether in fact what you’re asking for is just a game). And, please send the RFP our way!

Contact me directly at alana.zdinak@asandk.com

Author name and role

Alana Zdinak - Sales and Marketing Director

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Storytelling through Data Visualization

Alana — Tue, 10 May 2022 17:07:02 +0000

Storytelling through Data Visualization Alana Tue, 10/05/2022 - 17:07

Advances in technology and communications have made it possible for us to have an ever-growing amount of information at our fingertips, ready to be consumed, shared… and quickly forgotten? In a world that revolves more and more frequently around images, leaving a mark has become an increasingly difficult challenge, particularly when complex information is involved: our knowledge can be expanded now more than ever, but what about our capability to understand, memorize, and recall?

Data visualization has the power to engage our brains at a level that words cannot reach; it speaks to our innate ability to recognize patterns, detect trends, isolate outliers. It is also more than making numbers look beautiful: it makes sure they tell a story, a story that encapsulates our clients’ values and carries their messages loud and clear, thus influencing the viewers’ decision-making process in a concise, effective way.

At AS&K, we appreciate the enormous difference this can make when communicating potentially practice-changing results to your stakeholders. Thus, we have become masters in capturing your perfect narrative and in distilling complex data into a series of informative, impactful visuals that best endorse it.

We know this takes more than an imaginative mind and good design software. To this end, we combine experts in Strategy, Creative and Content to ensure that our client’s objectives are fulfilled, the message clear and consistent, and the science robust.

We are also aware that displaying an asset in the right environment is just as important in boosting its reach and influence. Our in-house digital experts optimize placement of the finished piece and harness its full potential by capturing the interest of a growing population of digital opinion leaders.

“We showed a range of assets – some more traditional, others more adventurous – to a group of ‘visually-oriented’ specialists. Those that resonated most not only offered a visual cue and context for the dataset discussed (e.g. adding an emotive, human aspect to patient-reported outcomes, clearly depicting the condition as a burden rather than emotionless numbers...), but were also grounded in familiar elements. Axes, scales, the sensation of a data chart were important as framing for HCPs, but use of people, iconography, aligning language to the direction of a given trajectory ensured the broader meaning remained front and center” AS&K Market Research Team

Data visualization has the power to speak to your audiences in a unified language and yet still cater to different preferences, which we have learned to recognize and leverage.

We appreciate that visuals need to resonate with each viewer rather than being completely alien to their day-to-day experience, and have honed our skills to produce materials that speak about innovation in a language that feels familiar, is easy to understand, and brings our clients’ narratives to life in an impactful – and of course beautiful! – way.

Want to consult with our visualization specialists? Contact Alejandro Potes at alejandro.potes@asandk.com to arrange a meeting today!

Author name and role

Medical Content Team

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Engagement

Diary of a Newbie Medical Copywriter

admin — Wed, 06 Apr 2022 12:44:59 +0000

Diary of a Newbie Medical Copywriter admin Wed, 06/04/2022 - 12:44

In November 2021, my career trajectory did a full 180°. With a Pharmacy degree and a few years of med comms experience, I joined the Creative Club – taking my first big step into the cool and colorful world of medical copywriting. Before I had time to doubt myself, it was day 1 at the virtual office, and with Stephen King’s wise ‘On Writing’ words engrained, and my A-level grammar refreshed, it was time for me to bellyflop into the pool of the unfamiliar.

Three months in and I’ve dipped my toes, mastered the doggy paddle, and taken my armbands off. Heck, I’ve even done a few lengths! In this time, I’ve learnt more lessons than I can count and know I still have a long way to go... but as the old saying goes, ‘you only know what you know’, so here are my top newbie-copywriter tips, just in case you are considering buying a swimsuit anytime soon.

1. Isolation inspires

In the modern world, it’s tough to get creative – a process heavily reliant on getting lost in your own thoughts – with so many pings and bleeps to distract us. So, I highly recommend finding your own space with no distractions – somewhere you feel safe and relaxed so that you, inspiration, and the English language can get chummy.

By 9 am, you’ll typically find me in my study with a double-shot latte in my hand, the end of a biro in my mouth and a Pink Floyd playlist or something similar humming in the background. I’m not going to pretend that my phone remains permanently out of sight, but what I will say is that when it’s completely out of the room, it does wonders for my creativity. Find what works for you; but regardless of your music taste or caffeine stimulant of choice, learn when it’s time to be alone.

2. Get comfortable with not being the smartest person in the room

When I first became a copywriter, my lack of experience coupled with my excitement meant I was both willing and hungry to learn. It was a career jump, and I knew I was relying on a background of avid reading as well as a dash of common sense and skill, so I went into it with an open mind.

On reflection, it was the best approach I could have taken because I soon came to learn that a subjective art like writing means corrections are inevitable and critique is unavoidable. It’s all about accepting and enjoying this process, and over time I’ve come to learn that almost all corrections have in fact bettered my writing in technicality, style, or often both. Enjoy being surrounded by the more experienced and be prepared to take notes.

3. Find your own voice

The irony of using a cliché to continue the subject of uniqueness makes it no less true. While being a copywriter requires fluidity in style and the ability to match specific tone and brand voice, that doesn’t mean your voice can’t be heard too. Having a blog section on our website means I get to write about things that I’m passionate about; write about these things and you’ll soon discover your voice. It might (probably) need a bit of tweaking, but you’ll find it.

On the note of standing your own ground and staying true to yourself, sure, critique is an opportunity to learn, but sometimes you are exceedingly fond of that superb choice of simile, use of imagery or word choice (after all, you spent half an hour painstakingly selecting it!). As a creative, hopefully you’re passionate about the work you produce. This, plus a sound explanation as to how your choice of words enhance the story, might be enough to swing a decision. Remember, personality and professionalism need not be strangers.

4. Keep it simple

For a while, I believed that interesting writing had to be intellectually impressive, but I’m gradually learning when it’s time to put the thesaurus back on the shelf.

In medical copywriting, you are not trying to convince your reader that you’re the next Charlotte Brontë. It has taken me a while to trust my own vocabulary, but I now appreciate the sweetness of simplicity and accept the fact that it does not equal stupidity.
What’s the most valuable lesson I’ve learnt in recent months? It takes skill to write, but it takes talent to write simply.

In conclusion

There you have it: goggles, flippers, a cap and snorkel.

If you’re considering a career in medical copywriting and are looking to get your creative juices flowing in an agency that values all ideas and voices, drop the AS&K recruitment team an email at Amy.Bremner@asandk.com

To read more about the perks of being an AS&Ker read our benefits blog here.

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Olivia Gray - Medical Copywriter

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Working at AS&K

Top Ten Tips to Create an Outstanding Infographic

Beatrice — Thu, 28 Oct 2021 13:40:53 +0000

Top Ten Tips to Create an Outstanding Infographic Beatrice Thu, 28/10/2021 - 13:40

The word ‘infographic’ gets used a lot in Med Comms. It sometimes feels like the ubiquitous solution to every challenge – big chunk of data, turn it into an infographic; latest study results, turn them into an infographic; promoting disease awareness, let’s make an infographic!

The days of large, dense chunks of text are long gone – no one has the time or the patience to wade through them. Instead we want an eye-catching infographic – enjoyable to read, easy to understand and visually striking.

But creating an infographic that works from a visual and storytelling perspective takes time, thought and creativity. It requires more than adding a few icons and splitting text into bullets.

We asked Harry Cooper and Bruna Milanez, our Design Director and Head of Design respectively, to devise their top tips to make a stand-out infographic. And here is their list:

Think of an infographic as a visual representation of a story. So first you need the story! We work closely with our Content colleagues to develop a compelling narrative that can be visualized.

Remember that beautiful design is not enough. The infographic has to resonate with its target audience. So we need to understand who they are and what are their needs to ensure that we deliver a solution that works for them.

Before you start make sure you ask the right questions. What are the deliverables? Print, digital or both? Where will it be seen? At an event? On a social media channel? Can it be interactive? To be creative, you need to know your parameters.

Keep it simple. This will help communicate the story and message without confusing the reader.

Focus on the flow. A good story flow will help us create designs that will engage and connect with our audience. Our aim is to keep the reader interested and guide them from one data point to the next.

Understand the hierarchy of the data. Drawing attention to key aspects and knowing when to switch the readers’ attention is just as important as getting the flow right.

Maintain a consistent style throughout. Like any good story we want to immerse the reader. We can achieve this by keeping a consistent style and making the whole design feel connected.

Give the design space and room to breathe. A busy or cluttered graphic will leave the reader confused and disengaged.

Working in healthcare we deal with a lot of heavy data. Find a way to simplify this, focus on the data that really is key and best conveys the message. Remember, less is (often) more!

Think outside the box! A bit of a cliché but it still holds true. If you want your infographic to stand out and be memorable, consider the bigger picture, the journey you are taking your reader on. And then let your imagination run wild!

Are you looking to turn your dense data into an outstanding infographic, or have a narrative that needs visualizing, then please contact Alana Zdinak – alana.zdinak@asandk.com

Author name and role

HARRY COOPER - DESIGN DIRECTOR & BRUNA MILANEZ - HEAD OF DESIGN

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Engagement

5 Ways to Engage the Modern Medical Learner

Beatrice — Fri, 10 Sep 2021 18:33:46 +0000

5 Ways to Engage the Modern Medical Learner Beatrice Fri, 10/09/2021 - 18:33

Today’s modern learner is overwhelmed, distracted, and impatient for information, according to a recent report by global industry analyst Josh Bersin. So, as a medical education professional, how do you tailor your programs to meet the personal needs of 21^st century learners?

Whether you’re educating healthcare professionals (HCPs), medical science liaisons, sales reps or carers, you need to start by understanding each audience’s needs. In this post, we’ll review some key ways to develop and present clear, engaging content that your modern medical learner will value.

Get blended learning
Blended learning is a flexible educational method. It allows you to mix traditional face-to-face classroom learning with digital technology. According to research, blended instruction is more effective and cost-effective than traditional face-to-face teaching.

In medical education, blended learning can include:

Medical e-learning modules, independent online study, interactive webinars
Workshops: face-to-face or digital
Conference calls, and live or online sessions with instructors
Chat rooms, blogs, podcasting, Facebook, YouTube, Twitter, Skype and online forums

Get mobile
A recent survey revealed 47% of doctors are using smartphones, tablets, and computers for clinical work. Today’s pharmaceutical company employees are also working from multiple locations, including home. Many of them also use mobile devices to learn during travel.

The largest amount of learning – 52% – occurs at the point of need, or when the learner requires missing information. So they often seek out answers through a Google search on a mobile phone. Therefore, your medical training for HCPs and employees needs to be flexible and accessible from any location.

Get micro modules
Today’s HCPs are short on time. So providing online education in short, bite-sized bursts that doctors can use in their clinical work can increase their knowledge on a convenient, ongoing basis, over time.

The modern workforce also prefers learning through short content, rather than being overwhelmed with too much information that will interfere with their job routine. Furthermore, most modern learners “won’t watch videos longer than four minutes,” according to the Bersin report. So many organizations are now converting lengthy e-learning modules into shorter, micro modules.

Get personal
Your medical-healthcare education audiences have a diverse range of personal preferences and learning styles. Personalizing medical education content is one way to ensure modern learners stay on-track.

So it’s important to empower your learners by including a wide range of online and offline activities, exercises and media into your educational programs. This allows each individual to choose what works best for them and use these resources at their own pace. Customizing educational resources can also encourage your audience to stay open to new ways of learning.

Get quality content
While speed and convenience are high priorities for increasing personal knowledge, the quality of the information that today’s learners receive is their key priority. In addition, 57% confirm that they want to be able to increase their professional development through further certifications and qualifications.

In the pharmaceutical industry, these certifications include continuing medical education (CME) and continuing professional development (CPD) for employees. So to meet these needs, you should consider getting your courses accredited.

Get ready to customize your medical education
Are you taking all the steps you can to ensure that your company connects with new generations of modern medical learners? AS&K can help you to create customized, quality blended learning content to engage and hold the attention. Contact Alejandro.Potes@asandk.com for a consultation today.

References

Pereira JA, et al. Effectiveness of using blended learning strategies for teaching and learning human anatomy. Medical Education. Volume 41, Issue 2. https://onlinelibrary.wiley.com/doi/abs/10.1111/j.1365-2929.2006.02672.x
Banditvilai C. Enhancing Students' Language Skills through Blended Learning. The Electronic Journal of e-Learning. Volume 14, Issue 3, 2016. http://www.ejel.org/main.html. Accessed Feb 2020.
Kerry, T. 47% of doctors use smartphone, tablet and PC https://www.informationweek.com/mobile/47--of-doctors-use-smartphone-tablet-and-pc/d/d-id/1111170. Accessed Feb 2020.
Penfold, S. Modern Learning: 6 Reasons Why Learning Has Changed Forever. June 21, 2016. https://elearningindustry.com/modern-learning-6-reasons-learning-changed-forever. Accessed Feb 2020.
Deloitte Consulting LLP. Meet the Modern Learner: Engaging the Overwhelmed, Distracted, and Impatient Employee. https://login.bersin.com/Login.aspx?p=http%3a%2f%2flegacy.bersin.com%2flib%2frs%2fShowDocument.aspx%3fdocid%3d18071. Accessed Feb 2020.

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The AS&K content team

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Engagement

Inclusive Language: Time to Move Beyond the Buzzwords

Beatrice — Tue, 31 Aug 2021 08:12:57 +0000

Inclusive Language: Time to Move Beyond the Buzzwords Beatrice Tue, 31/08/2021 - 08:12

Equity, Diversity and Inclusion (EDI) policies and initiatives have long been considered a pinnacle of ethical business practice. These seek to create an inclusive company culture, i.e. the absence of exclusion or perceived exclusion by team members. These relate to protected characteristics under the UK Equal Opportunities and Discrimination Act (Equality Act 2010): age; disability; gender; marriage and civil partnership; pregnancy and maternity; race; religion; sex; and sexual orientation.

Language is a powerful cultural tool. The words we use, no matter how subtle, subconsciously influence human thought, beliefs and behavior. As such, how we describe people and their identities can have a profound effect on how we perceive them, for better or for worse. It also transforms the experience of the reader or listener that either identifies or disagrees with the positions and descriptors that we use in our writing. Because of this, the importance of language has long been understood as a fundamental pillar of EDI practice.

However, ‘inclusive language’ and other EDI buzzwords are thrown around so often in corporate spaces that they sometimes lose their meaning and importance. What does this phrase really mean? How can our language as communicators work to pursue our EDI aspirations, from both a company perspective and as individuals? At AS&K, we believe that commitment to the following principles attests to the success of an inclusive writer.

1. Consider both your audience and your subjects.

We are taught that attuning to our audience – their level of comprehension, wants and needs – is paramount to producing an effective piece of writing. However, we need to go a step further and also adapt for those we are writing about, and do so empathetically and from a position of understanding.

Be sensitive to identity and consider identity-first language (e.g. person with diabetes vs diabetic person) and specificity, i.e. whether being specific about pronouns or protected characteristics is necessary to make your narrative clearer or if it serves to be exclusionary. Regarding your audience, make sure you are comfortable with the region(s) for which you are writing, as variations around correct terminology may exist.

2. Interrogate and understand your positionality.

Positionality is your own personal worldview and the position you adopt when you set out to write something. You may view the task from a unique social and political context, where any unconscious biases may cause blind spots in your writing. Sit with your own thoughts often so that you understand your own beliefs and whether it is appropriate to bring this positionality into your writing (e.g. in an opinion piece) or to remove it entirely and write from a neutral perspective (e.g. in an advisory board report).

3. Educate yourself on stereotypes.

Although we may think we’re entirely aware of extreme stereotypes, often there are much more subtle assumptions we can make whilst writing that may go unnoticed by the uninitiated but will be picked up on by those affected. Avoid reinforcing them.

4. Commit to evolving with the language of the present.

Language is constantly changing, as those who are marginalized become more empowered to express what makes them uncomfortable, and influence what becomes inappropriate in our language. Keep your ear to the ground in diverse spaces and on social media, where many of these changes occur and solidify.

Remember that writing inclusively is only part of the solution for a more equitable world. We must commit to educating our colleagues, friends and family about the importance of inclusive language (and the detriment that non-inclusive language can have), so that we can collectively shift wider discourse from irritation or rejection to acceptance and eventually advocacy.

Whilst one company alone cannot solve the problems of discrimination and prejudice, a company that walks the talk of EDI principles provides opportunities for the workforce to be exposed to different perspectives, beliefs and struggles, enhancing our ability to relate and empathize with each other.

When it comes to the pursuit of equity, diversity and inclusion, there is no finish line. Language will always evolve, and we will continue adapting our communication to the new paradigm. At AS&K, we are always challenging our understanding of the current cultural lexicon, using training and regular updates to EDI resources to keep our writing inclusive. Even though the race will never be over, unlearning and relearning in our pursuit of practicing EDI principles is a process that any aspiring company must commit to, to make a real difference.

Author name and role

Aysia Lawrence, Senior Medical Writer

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Less Can be More, Thanks to Modular Content Strategy

Beatrice — Tue, 13 Oct 2020 13:47:28 +0000

Less Can be More, Thanks to Modular Content Strategy Beatrice Tue, 13/10/2020 - 13:47

Impactful content that stands out from the crowd is key to the success of a campaign, but can we leverage its full potential with limited resources, time, and attention spans?

As the ancient Greeks used to say, Panta Rhei - everything flows. The world changes relentlessly, and in the modern business of marketing this necessitates constant adjustment, refinement, and attunement to grab the attention of audiences that are continuously bombarded with content.

Impactful content that stands out from the crowd is key to the success of a campaign, but can we leverage its full potential with limited resources, time, and attention spans? The secret is to ensure that the target audiences can access it with ease, from their platform of choice, and with consistent messaging that clearly drives the point home.

An omnichannel strategy supported by agile, modular assets allows exactly that and is increasingly embraced by our clients, who favor bite-sized fragments that can be easily used in isolation or combined and consumed via multiple outlets. In the ever more digital world of communication, this approach integrates seamlessly with CRMs such as Veeva, and supports an effective implementation of AI solutions that both streamline and sharpen interactions with customers.

Our multidisciplinary teams of medical writers, copywriters, data visualization experts, designers and digital strategists are already embracing this new way of working with numerous clients. Hence, the concept of integrating and streamlining content is in the project mindset from the outset.

The benefits of this strategy are multifaceted. First and most evidently, it ensures consistency in messaging and in look and feel, which is key to information recall and brand recognition. This builds a strong identity that stands out from the crowd and promotes a solid, clear brand voice, fostering a sense of familiarity and encouraging both adoption and promotion. In the background, it leads to greater flexibility and enhanced responsiveness, allowing to promptly refine communications based on customer and patient feedback. And last but not least, it gives our clients the opportunity to save precious pots of money that can be shrewdly reallocated to accomplish more with a wider reach.

Our versatile approach not only grabs the attention of target audiences, but keeps them engaged, and can convert interest into advocacy, ultimately benefitting both medical and patient communities alike.

Consider adding modular content in your strategy!

Find out more about how modular content can work for you, contact Alana.Zdinak@asandk.com for a consultation today.

Author name and role

Chiara Triulzi - Strategic Content Lead

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Engagement

Engagement

Upcoming Advisory Board? 5 Insights You Need to Consider

Vagina. That’s right, I said it.

When is a game not a game?

Storytelling through Data Visualization

Diary of a Newbie Medical Copywriter

Top Ten Tips to Create an Outstanding Infographic

5 Ways to Engage the Modern Medical Learner

References

Top Tips for Creating Exceptional Slides

Inclusive Language: Time to Move Beyond the Buzzwords

Less Can be More, Thanks to Modular Content Strategy