17 Dec Data Promotion Primer: 5 Proven Ways to Maximize Every Data Milestone
Maximizing every data milestone takes planning and consistency. Looking broadly to the story behind the numbers offers opportunities to shape the narrative, drive change, and ultimately improve patient outcomes. By thinking ahead, telling compelling stories, and leveraging multiple channels, you can transform your data into powerful engagement. Consider these tips:
Plan Early & Pivot
Plan out communications 12-18 months in advance for potential data milestones – and always be prepared to pivot. Working closely with the clinical team, map out submissions and consider media potential. Outline different scenarios and strategies including previewing data to build a broader drumbeat and elevate overall health issues and unmet patient needs.
Tell the Bigger Story
Offer the “why” behind the data and what researchers are looking to solve in simple terms. Look for ways to tie in to larger trends and tell the story behind the story. Does this health condition impact women differently? Is there a cost-effectiveness angle? A discovery or collaboration? How do these outcome further patient care or clinical practice – and what’s the “why now” for media?
Think Beyond the Abstract
Could results be conveyed visually or in an infographic? What’s the overall aim or benefit to clinicians? What’s the potential benefit to patients? Can the data results be shared in 60 seconds or in a headline, post or thread?
Create & Communicate Embargo Strategy
Determine embargo strategy to give media enough runway to consider and cover key news. If data is being published in a peer-reviewed journal or presented at a medical meeting, you’ll need to follow the organization’s embargo policy. BRG recommends communicating embargoes across platforms and internal audiences – consider meeting apps, align with simultaneous publications, industry relations, field and social media teams.
Engage Early & Often Across All Channels
Plan out the year ahead for potential data milestones. Consider a curtain-raiser announcement or media outreach ahead of the milestone. Offer an editorial or a LinkedIn article to place the data in context. Encourage internal teams, partners and KOLs to share the data with #hashtags, template materials and graphics.
To learn more about maximizing your data milestones, contact Laurie Mobley at lmobley@brgcommunications.com.
