It’s true that many of the corporate materials–like earnings announcements and medical meeting posters–we put out into the world are consumed by a lay audience, including patients, even though they may not be the primary intended target.
However, this should not preclude efforts to explain our science and technology in more accessible ways for patient communities.
These are a few of the opportunities we invite life science comms peers to evaluate.
Launch a dedicated patients and families section on your corporate website. Include content like community profiles and patient advocacy organization resources. Don’t forget to use lay language, and avoid jargon and acronyms.
When meeting with patient groups or welcoming community guest speakers onsite, think twice before whipping out the corporate deck. Take the time to develop a tailored presentation.
Create a version of your mechanism-of-action video that’s not overly technical and appropriate for a patient audience.
Partner with trusted HCPs and KOLs who already have established relationships with the community on a campaign or webinar series. You may also explore unbranded disease awareness campaigns, which sometimes can run in conjunction with a patient registry, but not always.
It’s never too early to attend PAO family summits and other community events, even if you’re not sponsoring. Establishing a consistent presence is key to building long-term relationships.
And, perhaps needless to say, work very closely with your medical, legal and regulatory colleagues to ensure compliance.
What strategies have you successfully employed to educate patient and caregiver communities and other lay audiences on your company’s or clients’ science?