How to Build a Therapeutic Area Narrative That Works
Автор: Transforming Medical Communications
Загружено: 2026-02-24
Просмотров: 8519
Описание:
What is one of the most unprecedented challenges pharma companies face today? Capturing HCP’s attention in under a minute. This challenge has given rise to a critical yet often overlooked strategic tool: the therapeutic area narrative. In this episode of Transforming Medical Communications, Wesley Portegies is joined by the Director of Scientific Communications and Content at Astellas Pharma, Sean Sheffler-Collins, to explore how cohesive therapeutic area narratives can elevate pipeline visibility, foster collaboration, and build trust across stakeholders.
We’ll talk about:
How to develop and implement therapeutic area narratives that unify pipeline communications across multiple assets
The critical role Medical Affairs plays in bridging R&D and clinical development teams to create compelling scientific stories
Why consistent therapeutic area messaging is essential for building trust with HCPs
Chapters:
[00:00] Intro
[01:04] From Lab Coat to Lexicon
[02:17] What Is a Therapeutic Area Narrative?
[04:01] Why Every Company Needs a Narrative
[09:04] Who Owns the Narrative?
[12:19] Building the Narrative
[15:06] Keeping the Narrative Alive Across Teams
[19:59] Mid-roll
[20:20] Success Story: The Pipeline Booth Makeover
[22:16] Cross-Functional Alignment Is the Hard Part
[29:33] Annual Narrative Check-Ins
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