“The two words 'information' and 'communication' are often used
interchangeably, but they signify quite different things. Information is giving
out; communication is getting through,”
Sydney J. Harris, a renowned Anglo-American journalist, asserted half a century
ago. In the modern digital world of mass communication, this statement seems
more relevant now than ever.
How can we cut through the noise to
develop a communication strategy that is not only heard, but also understood?
This, and other questions, are the focus of an article in the September issue
of PME magazine. Alongside other prominent voices, Dennis O’Brien (Lucid Group Co-founder
and CEO) writes about the importance of focusing on a desired outcome from the
start.
“The best communications programmes start
by identifying the patient outcomes they want to improve and work backwards
from there,” says Dennis. “The most progressive companies develop briefs that
start with the ‘true end’, rather than just the end of the programme. If you
begin with the change you want to create, you’ll inevitably think a little
differently.”
The article further identified that the
right tools and metrics are crucial to developing effective communication
strategies that make a difference. The launch of the Lucid metrics platform (link)
demonstrates that this, too, resonates with their ideology to improve patient
outcomes measurably through medical communication.
Read the full article here or view the full issue of PME here.
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