frontiers.health
Think about your audience first, tell your stories on the right platforms, and focus on patients, not products
%5Bvc_row+equal_height%3D%22yes%22%5D%5Bvc_column%5D%5Bvc_single_image+image%3D%225289%22+img_size%3D%22full%22+alignment%3D%22center%22%5D%5Bultimate_spacer+height%3D%2230%22+height_on_tabs%3D%2215%22+height_on_tabs_portrait%3D%2215%22+height_on_mob_landscape%3D%2215%22+height_on_mob%3D%2215%22%5D%5B%2Fvc_column%5D%5B%2Fvc_row%5D%5Bvc_row+css%3D%22.vc_custom_1561037856751%7Bpadding-top%3A+20px+%21important%3Bpadding-bottom%3A+20px+%21important%3B%7D%22%5D%5Bvc_column%5D%5Bvc_column_text+el_class%3D%22post-text%22%5D%0D%0A%3Ch4%3ESurrounded+by+the+health+innovation+ecosystem%2C+I%27ve+been+truly+excited+to+be+part+of+the+%23FH19+global+gathering+where+I+had+the+opportunity+to+share+my+experience+in+filmmaking+and+storytelling.%3C%2Fh4%3E%0D%0AAfter+10+years+of+producing+films+in+the+life+science+sector%2C+I%E2%80%99ve+witnessed+certain+patterns.%0D%0A%0D%0AOver+the+years%2C+I%27ve+noticed+that+pharma+companies+tend+to+produce+videos+that+are%2C+at+times%2C+misaligned+with+their+overall+strategy.+Why%3F+Because+videos+are+produced+in+isolation+-+filmmakers+are+seldom+included+in+the+initial+planning+phase+of+their+film-based+campaigns%2C+and+distribution+is+an+afterthought.%0D%0A%3Ch2%3EOur+experience%3C%2Fh2%3E%0D%0AWhen+looking+at+other+industries%2C+the+importance+of+identifying+key+platforms+and+verticals+that+already+have+a+strong+following+is+a+critical+factor+in+crafting+the+story+that+supports+the+message.+Thinking+about+how+to+reach+and+engage+target+audiences+comes+first.+In+our+experience%2C+pharma+companies+tend+to+do+this+in+reverse%2C+thinking+about+the+message+first%2C+then+creating+the+marketing+materials+and+only+then+looking+at+how+the+materials+will+reach+the+audience.%0D%0AAs+a+result%2C+videos+risk+ending+up+with+low+viewership+and+engagement+rates.%0D%0A%0D%0AAnother+pattern+I%E2%80%99ve+seen+is+the+lack+of+patient+centricity+when+it+comes+to+storytelling.+The+focus+is+placed+on+what+is+perceived+to+be+of+most+interest+to+HCPs+%E2%80%93+the+product+and+its+benefits+%E2%80%93+when+our+conversations+with+HCPs+have+taught+us+that+what+%3Cstrong%3EHCPs+care+most+about+is+helping+their+patients.%3C%2Fstrong%3E%0D%0A%3Ch2%3E15+Minutes+of+Fury%3C%2Fh2%3E%0D%0ARecently%2C+we+came+across+the+alarming+statistic+that+3%2F4+of+suicides+in+the+UK+are+committed+by+men+aged+20-49.+After+learning+this%2C+%3Cstrong%3E%3Ca+href%3D%22https%3A%2F%2Fstreamingwell.com%2F%22+target%3D%22_blank%22+rel%3D%22noopener+noreferrer%22%3EStreaming+Well%3C%2Fa%3E%3C%2Fstrong%3E+in+partnership+with+%3Ca+href%3D%22https%3A%2F%2Fwww.healthwaregroup.com%2F%22+target%3D%22_blank%22+rel%3D%22noopener+noreferrer%22%3E%3Cstrong%3EHealthware+International%3C%2Fstrong%3E%3C%2Fa%3E%2C+explored+how+we+could+reach+this+demographic+with+messages+about+mental+health.+We+realized+that+we+could+reach+our+target+audience+through+popular+sport.%5B%2Fvc_column_text%5D%5Bvc_cta+h2%3D%22Do+you+want+to+know+more+about+this+topic%3F%22%5D%3Cstrong%3ERead+the+full+article+written+by+Francis+Namouk%2C+CEO+Streaming+Well%2C+on+%3Ca+href%3D%22https%3A%2F%2Fwww.healthwaregroup.com%2Fblog%2Fthink-about-your-audience-first-tell-your-stories-on-the-right-570%22+target%3D%22_blank%22+rel%3D%22noopener+noreferrer%22%3EHealthware+Group+blog%3C%2Fa%3E.%3C%2Fstrong%3E%5B%2Fvc_cta%5D%5B%2Fvc_column%5D%5B%2Fvc_row%5D%5Bvc_row+css%3D%22.vc_custom_1561037874898%7Bpadding-bottom%3A+20px+%21important%3B%7D%22%5D%5Bvc_column%5D%5Bvc_empty_space+height%3D%2245px%22%5D%5Bvc_custom_heading+text%3D%22MORE+STORIES%22+font_container%3D%22tag%3Ah1%7Ctext_align%3Acenter%7Ccolor%3A%2523de3014%22+use_theme_fonts%3D%22yes%22%5D%5Bcarousel_slide+id%3D%224048%22%5D%5Bvc_empty_space+height%3D%2245px%22%5D%5B%2Fvc_column%5D%5B%2Fvc_row%5D%5Bvc_row+full_width%3D%22stretch_row%22+bg_type%3D%22image%22+parallax_style%3D%22vcpb-default%22+bg_image_new%3D%22id%5E1916%7Curl%5Ehttp%3A%2F%2Ffh2019.stage.healthwareinternational.com%2Fwp-content%2Fuploads%2F2019%2F03%2Fbktg-frontiers-health-01.png%7Ccaption%5Enull%7Calt%5Enull%7Ctitle%5Ebktg+frontiers+health-01%7Cdescription%5Enull%22+bg_image_repeat%3D%22no-repeat%22+css%3D%22.vc_custom_1561456131965%7Bbackground-color%3A+%23000000+%21important%3B%7D%22%5D%5Bvc_column+width%3D%221%2F6%22%5D%5Bvc_empty_space+height%3D%2210px%22%5D%5B%2Fvc_column%5D%5Bvc_column+width%3D%222%2F3%22%5D%5Bvc_empty_space+height%3D%2245px%22%5D%5Bvc_single_image+image%3D%221120%22+img_size%3D%22medium%22+alignment%3D%22center%22%5D%5Bvc_empty_space+height%3D%2210px%22%5D%5Bvc_separator+color%3D%22white%22+border_width%3D%222%22+el_width%3D%2250%22%5D%5Bvc_empty_space+height%3D%2210px%22%5D%5Bvc_column_text+css%3D%22.vc_custom_1553793983115%7Bmargin-top%3A+15px+%21important%3Bmargin-right%3A+15px+%21important%3B%7D%22%5D%0D%0A%3Cp+style%3D%22text-align%3A+center%3B%22%3E%3Cspan+style%3D%22color%3A+%23fff%3B%22%3EIF+YOU+WOULD+LIKE+TO+TAKE+PART+IN+THE+EVENT%2C%0D%0AOR+BE+THE+FIRST+TO+FIND+OUT+ABOUT+OUR+2019+EDITION%0D%0A%3C%2Fspan%3E%5B%2Fvc_column_text%5D%5Bvc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