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New year, new approach?

January 7, 2019

Talking about science and selling scientific products and services to varied audiences is often not so different from traditional marketing.

Success is underpinned by a compelling and authentic proposition that can be supported with evidence. It’s essential that all touchpoints with your product or service communicate this proposition. This allows your product or service to begin to build a unique foundation in the minds of the people who you want to use it and benefit from it.

These simple insights, developed through experience, allowed the team at Enzyme Communications to create a process that helps our clients to craft this success, while avoiding traditional pitfalls of inconsistency and overcomplication. It’s a process that we call the ‘4P’s’- Position. Promise. Proof. Patient.

Position – how do you want to position your product or service in its market? How does this relate to the competition?

Promise – what is the compelling reason to use your product or service? More simply, how will it improve people’s lives? This doesn’t have to be about the science, it could be about emotion, such as hope or choice.

Proof – how are you going to back up your position and promise with evidence? This is where the science comes in.

Patient – based on your position, promise and proof points what sort of patient(s) will your product or service benefit the most? This is an essential final step that will connect your evidence to the healthcare community actually using your product or service. At the end of the day, this is about making sure the right people benefit in the best way possible from your offering.

The result of this process is a product or service that has a compelling, authentic and evidence-based story to tell. With this foundation complete, we can rollout a suite of bespoke materials from apps and websites to sales brochures and videos, in the knowledge that each and every piece will be telling the same story. It’s this consistency that is the final piece of the puzzle in supporting sales and ensuring people can benefit from your product or service in the best way possible.

How do we do it?

The process itself is a mix of research, collaborative workshops, science/medical writing and creative output. There is no one size fits all process as different companies have different pieces of the puzzle already in place and different research outputs available – we focus on making sure the process is right for you.

What do I get?

At the conclusion of the process you will have articulated a product position and promise – which go on to underpin creative development. You will also have a set of proof points (key messages) that have been referenced and approved for external use. Finally, you will have agreed and articulated one or more ‘correct/target’ patients who the product or service is most suited to. The full process will be summarised in a written report and presentation which will be available for you to use with all relevant stakeholders moving forwards.

If you would like to find out more about our communications process or any of the other services we offer, please don’t hesitate to get in touch.

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