Excellence in Innovation

Summary of work

In a world where the volume of medical information continues to double at an exponential rate, and in which nine out of ten physicians will admit to not reading clinical papers cover to cover, it becomes increasingly challenging for medical practice to keep pace with innovation in therapies and care.

Informed by direct research with physicians, and by the needs we hear daily from our clients and partners, Syneos Health has developed Talking Papers, a process and platform for applying the creativity of our marketing and communications practices to medical and clinical content. Rather than dry, linear text-based content, Talking Papers utilises short-form interactive content types including video, animation and interactive infographics to provide a richer, quicker and more relevant way of conveying the data that matters to the people who need it most.

Originally launched as an iPad-based tool for guided discussion between MSLs and their customers, learning and feedback have since seen Talking Papers further developed for web, for congress booths and for entirely new audiences – most recently prospective clinical study participants. Why try to read all the content available, when you can watch, hear, interact with and experience it – faster, better and with increased personal relevance?

Judges' comments

This was good quality work that used different channels from Syneos Health Communications. It was impressive that they got top quality professionals across Europe to talk on the video. It aims to get more people to engage and stay on the trials and it feels like it’s moving things forward to address a big problem. This was executed well, showed developing learning and was clear on the market and customer challenges.