Columbus, OH– The world we live in is constantly bombarded by extraneous messaging. We are hit with over 5 trillion impressions each year in a fashion that a Microsoft study calls “irrelevant information overload.” And of all industries, healthcare has been one of the slowest to adapt to the changing needs and expectations of patients receiving this “irrelevant information overload.”

All too often we receive information at the wrong times and in forms that are inopportune to our everyday lifestyles or conditions. And our increasingly distracted attention spans are not helping the case for long-style important safety information nor does it set patients up for long-term success.

We can’t forget that the patients that we deliver information to are people just like us who desire intriguing stories in fashions that go beyond just data and product information. In order to understand decision-making and even non-adherence issues, we need to step back and first look at the human side of healthcare. The side that matters most.

At GSW, we recently conducted our own experiment to see just what it would be like if we spoke to people in other industries the way that the pharmaceutical industry often speaks to its consumers. The results provide a great snapshot into understanding how crucial creating human connections that empower our consumers is.

“The Speak People Experiment”


 

About the Author:

As Managing Director of Innovation for Syneos Health Communications, Leigh is responsible for shaping the company’s perspective on the next era of healthcare marketing. Through thought leadership, strategic innovation workshops and new products and capabilities, Leigh focuses on identifying marketing approaches that will fuel that new era and generate significant growth for clients. Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for over 17 years. She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she had several leadership roles at one of our agencies, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business. Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes. A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.