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Market Access Strategic Execution Consultant

Content Development

Align

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Align

The deck will ALWAYS look different depending on who does it and when. Even the same person will do it differently 6 months from now.

So, when there’s disagreement, you’re better off seeking alignment rather than engaging in a tug of war. There is no such thing as the right answer because, just like everything else in life, it’s not black-and-white. What was right back then could be wrong now. It depends on the situation and the people at the time.

It’s ALIGNMENT that brings all hands on deck and causes forward motion.

Punchlines First

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Punchlines First

In training sessions, say the punchline first and then articulate the intricacies that support it. Not the other way around.

If the topic is alternative payment models, start with why it matters to them. Then go into its history if you have to. Not the other way around.

Working Hard For What?

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Working Hard For What?

Is it fair that the hardest worker on the team to receives the least recognition?

When drafting a journal article, there’s no question that writers are the ones that work the hardest. Nevertheless, subject matter experts’ names are listed first in the authorship.

Whoever takes on the greatest RESPONSIBILITY should receive the greatest recognition. After all, the writer is off the hook after doing his part—the subject matter expert is not.

The hardest workers don’t always get the most recognition. But that doesn’t mean that they should stop working hard.

If not for the recognition, then what for?

Connections

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Connections

Throwing facts into a training deck is almost like littering. It creates pages but not a story that can be retold.

Your audience won’t appreciate the information without you appreciating it first.

In “the principles for the development of a complete mind,” Leonardo Da Vinci advised, “Study the science of art. Study the art of science. Develop your senses—especially learn how to see. Realize that everything connects to everything else.”

Old Material In New Context

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Old Material In New Context

Don’t think that you’re wasting your customers’ time by telling them what they already know.

New information can be news for your customers.

Old information packaged in new ways can ALSO be news for your customers.

Presentations that contain familiar material can still set off light bulbs around the room.

Speak Their Language

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Speak Their Language

Imagine the limited communication if we speak only our primary language and encounter someone else who speaks only his primary language, which is different from ours. The communication would be limited to pointing, grunting, drawing pictures, or acting out our ideas.

Effective business-to-business communication means learning the language of the customers with whom we wish to communicate.

Embrace the fact that payers care about how much each patient costs, because they’re answerable to that. As humans, there is no doubt that they care about the humanistic burden—but at work they have a responsibility to fulfill.

They’re ready to listen if you’re willing to communicate in their language. If you can communicate in their dialect, even better.

Can you? 

Market Access professionals are an elite group of multilinguals.

Training Guides

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Training Guides

A tool is just that.

How will it be used? Who will use it? When should they use it? Do the users know its use-case and how-to?

If you’ve created an expensive tool that no one uses, it’ll be hard for you to get funding to do it again.

On the contrary, if your tool becomes the talk of the town, surely they’ll want more of what you’ve got.

Tools that are used to market to customers must first be marketed to internal stakeholders (its users).

Training guides can help with this.

Ossification vs. Technology

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Ossification vs. Technology

Years of doing work a certain way ossifies our habits and approaches to projects. Introduction of a new technology can really throw us off. When this happens, do we embrace the new technology or run away from it? What SHOULD we do?

Getting there is the hard part. Once we’re there, we feel at home.

Key Business Questions

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Key Business Questions

When explaining a project to someone, be crystal clear about which key business questions/objectives your project seeks to answer. Nailing this will create many efficiencies at numerous touchpoints later on.

You’ll thank yourself for this!

Instant Message

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Instant Message

Executives spend, on average, 22 minutes daily staying up to date on business-related content in the form of journal articles, etc.

If they happen to find your business article, they better be able to process the message INSTANTLY. Title, introductory/concluding paragraphs, headlines, and graphics should be able to tell your story. The rest of the content is there in case they’re interested.

Effective content is thoughtfully engineered.

Krishna Patel, PharmD
Market Access Strategy and Execution Consultant
info@sojusllc.com
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