Get on message… stay on message.
Sep 14, 2020
Innovation is exciting. It drives conversations and prompts people to ask more. In organization where innovation is rich, managing a clear story at the onset is paramount. Using specific language and setting specific expectations paves the way for clarity in communication and understanding. In drug development, thoughtfully constructing a Scientific Lexicon can streamline communication and build a foundation for product and brand impact.
What could a Scientific Lexicon do?
Scientific Lexicon aligns individuals and teams to specific words and ideas about a drug product. It does things like define the indication(s) a drug hopes to benefit. It lays out mechanisms of action and organizes highly scientific terms. It allows teams to discuss what goals or next steps in development are in cue for a product.
Who benefits from a Scientific Lexicon?
The people and teams that enjoy the benefits of a well-defined Scientific Lexicon are many. Having a multi-functional core team that has a common verbiage and footing for a product makes team communication more seamless. Allowing the scientific experts to communicate and sharpen language alongside others on the team is invaluable for understanding how a drug works.
Company leadership is informed and fluent about how to communicate on behalf of the development team to board members and external audiences. Investigators, Key Opinion Leaders and press get clear and aligned messages they understand. The list goes on and on.
What innovations need Scientific Lexicon?
You may be thinking that this tools sounds amazing for breakthrough innovation, and it is, but it is also extremely valuable when innovation is an alternative to many, existing treatments. For breakthrough innovation, often times teams are introducing and defining new terms to the medical community. There could be new discoveries or new scientific processes that need to be consistently articulated. There is also frequently a great deal of uncertainty.
Being direct about predictions, early data and goal outcomes is important to build excitement while communicating aspirations without the full evidence that we be uncovered throughout the drug development process.
For improvement and alternatives to existing treatments, there are different considerations in a Scientific Lexicon. For example, there are likely more competitors or alternatives with defined science and messages. Being accurate and distinctive is important. Often times these existing products have established verbiage, expectations and assumptions about a product or class. If your innovation is different or an improvement over those expectations, having a clear story directed at those assumptions is critical to your audience understanding the value of your innovation.
Do you have a product in development?
Think about whether your team has well defined language, clearly articulated goals, and/or words they use or don’t use when talking about the product. A Scientific Lexicon could be a great tool to get your team and your organization aligned around starting this product and brand on the road to success.
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Get on message… stay on message.
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