When your audience has less than a minute to spare, less is almost always more.
Sean Sheffler-Collins, PhD, is Director of Global Scientific Communications and Content at Astellas Pharma. A global medical affairs professional with 14+ years of medical communications experience, Sean leads integrated, omnichannel scientific content strategy across therapeutic areas and the product life cycle. Before moving into communications, he researched the molecular mechanisms of synapse formation and earned a PhD in neuroscience from the University of Pennsylvania.
In this episode, Sean joins Kristen to discuss how to create marketing and communications content that earns healthcare providers’ attention.
Sean explains how, in medical communications, you have roughly a minute of a physician’s attention before they move to the next email or browser tab. Healthcare providers are bombarded with more content than anyone could possibly consume, and it’s on marketing and comms pros to earn their attention by being relevant, credible, and concise.
What makes Sean’s take distinctive is where he lands on how to win that minute. His strategies include giving physicians clean data and trusting them to draw their own conclusions, making the same information available in multiple formats, and developing concise messaging.
Expertly Said is a podcast on the art and impact of communication. Each episode features a conversation about how people connect with understand and influence one another.
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