“Snackable” content is better, right? It all depends on how you write it.
We’re living in a 3.4 second reader attention-span marketplace and the competition for our customer’s attention is fierce. Inundated with paid ads and thousands of decisions about what to pay attention to—just like us—HCPs are overwhelmed by the sheer noise of it all. It’s our job as healthcare marketers to...Has Medical Storytelling Been Canceled? Rethinking HCP Engagement in an Age of Information Overload
Long, glutted, linear medical presentations are a thing of the past. What we say to HCPs, how we say it, and where we say it has transformed dramatically. HCPs’ educational preferences have changed, and the competition for their attention is fierce. Still of fundamental importance to medical education,...
Connecting the Dots, Episode 1
In this episode of Connecting the Dots, our Marketing Copywriter, Sean Armie, sits down with Chief Science Officer Arun Divakaruni to discuss the future of medical communications, artificial intelligence, and how cancer immunotherapy is a lot like Star Wars. Podcast Transcript Sean Armie: Welcome to Connecting the Dots with Avant Healthcare. I’m your host Sean Armie. Today I’m so...
Designing HCP Behaviors
Designing HCP BehaviorsAmong the buzzwords on the tip of every healthcare marketer’s tongue these days is behavioral design. For years, we’ve known that one of the keys to creating greater value for our clients is to change their customers’ behaviors. And for years, the best way to do that has remained...
Want Medical Education That Moves Audiences?
Medical Education That Moves AudiencesMedical storytelling differentiates your key messages by framing them into a narrative that is both compelling and compliant. It elevates data-driven content from informative to transformative – engaging, educating, and ultimately changing behavior.Understand the...Inspiring Healthcare Professionals to Action: Changing Behaviors Through Medical Storytelling
Storytelling may seem like an antiquated tool in modern times, which is exactly what makes it so powerful. How? Life unfolds in the narratives we share with each other. A great story can go where quantitative analysis often cannot: straight to the heart. Clinical trial data can instill confidence and persuade...
Understanding HCP Behavior to Tell Better Medical Stories
As healthcare marketers, we know crafting compelling stories can help change healthcare professionals’ behaviors and that changing those behaviors is crucially important to accomplishing our customers’ goals—but how do we know which behaviors to target? And how do we actually influence behaviors?...
Complex Data: Can You Visualize Such a Thing?
How many times have you created or received presentations with an abundance of bulleted text and endless charts? Although well intended, the main idea and message can get lost in translation—or worse, bore the audience into disengaging. (more…)
It’s About the Step Before the Step
Think about creating a “good story” for disease state education or sharing your brand’s value proposition. How do you approach it?We likely jump to thinking about how to create a hook: an interesting, engaging story customers will want to hear. But how often do we begin with the end in mind? Instead of...