Introduction to creating an omnichannel content campaign for event activation A multinational pharma company organised a two-day virtual event on diabetes that included presentations and dialogue with experts in the field and a global audience of healthcare professionals. The event was hosted on a web platform which potentially made it possible to extend delegate participation …
Choosing the right format for your medical story Storytelling is the cornerstone of every piece of content you create. A strong story makes content more engaging for your audience. Therefore medical story must captivate the reader audience if they are to understand the information it contains and follow up afterwards with further research. Stories are an important way of connecting with the …
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What is digital fatigue and how can we beat it? Drowning in emails, news reports, work assignments and webinar invites? Avoiding your inbox altogether? You might have a case of digital fatigue. In the wake of the pandemic, this phenomenon has become widespread among professionals in every field. And expert audiences, business partners and research collaborators are all experiencing increasing levels of digital fatigue. First, we need to identify what that problem …
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How to create a plain-language summary of a clinical study The disconnect between healthcare professionals and patients is sometimes disconcerting. Health Care Organisations make informed decisions for their patients after weighing up the available medical knowledge. This information, however, is often presented in a format laden with technical jargon. Patients on the receiving end are left struggling to understand what the latest research findings mean for their treatment. Even healthcare professionals …
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What is an explainer video? When we search online for information on a scientific or medical concept or company, an explainer video will almost certainly be among the results. This is a short-form video produced for sales, marketing, and informational purposes. The video talks about a company’s products or services in a compelling manner. The About Us menu on a company’s …
Conducting interviews – online or in-person? Video is often seen as a more personal form of communication than text, as discussed in this study on inter-human communication. Are there still benefits to written communication in media, especially when it comes to an interview? Interviewing an expert is a brilliant method of conveying medical and scientific information quickly to a wide audience. …
How to create compelling science content? Many in innovation and research circles ask the question: what makes great science content writing stand out. The obvious answer is: its ability to engage with its intended audience. When going through the process of science content writing — whether the objective is to inform, educate or influence — it is essential to keep the audience reading. Digital fatigue is a major problem …
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How to make your medical content accessible Medical information is only accessible to wider audiences when it is communicated in a way that is easy to understand. The need to summarise clinical study results into clear, concise, compelling plain language summaries or multimedia content stems from the limited time available to healthcare professionals (HCPs) as well as patients …
How to interview a scientist or a medical expert A subject matter expert interview is usually a short article, and one of the most common tasks in science journalism, which can be adopted by anyone who is interested in spreading meaningful ideas. It can be published as a stand alone 500-600 words Q&A article, or be part of a lengthier investigation sharing the perspective …
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Explaining science to non-experts There are many benefits to communicating science to non-specialist audiences — be it professionals in different fields or the general public. Explaining the latest scientific and medical discoveries to the wider audiences helps increase awareness of the issues at stakes. More importantly, it helps decision markers, who are not expert in the field, to make informed decisions. Disseminating scientific studies in an accessible manner increases knowledge, support, …