A messaging framework and shared criteria so Product, Marketing, Training, and distributors describe the same company without having to use the same tone.
Every presentation describes the same plate in different words.
When does this solution make sense?
| When it makes sense | It's for | It's not for |
|---|---|---|
| A company with several teams involved in communication: Product, Training, Medical Affairs, and Marketing. | ||
| A company that works with distributors using old versions of the material. | ||
| A company that added brands or product lines, or changed its name, and its narrative became fragmented. | ||
| Deciding whether a product claim is substantiated. The regulatory team decides that; we set up the workflow so there's a record of who validated what. |
How this solution comes together
We start by listening to each team separately.
Product, Quality, Training, and Medical Affairs each hold different information and validate different parts of it.
A set of key messages for each product, validated by the right people.
Material for distributors that says the same as the website.
Work · SAI
Speaking to a surgeon and a distributor without sounding like two different companies.
A kickoff with every team in the same room, followed by a separate workstream for each team. That's where the communication territories came from: technical, institutional, educational, and commercial. The site launch used them, with different materials for physicians, distributors, and the company's own team.
FAQ
What is a communication territory?
A communication territory has its own audience, tone, and key messages: technical content for the surgeon, educational content for the resident. Defining these territories lets each team communicate differently without fragmenting the brand.
Who decides what can be said about a product?
The company, with its regulatory team and Medical Affairs. We set up the workflow so every claim has an associated source and there's a record of who approved it.
Why use one tone for healthcare professionals and another for patients?
They're looking for different things. The healthcare professional wants the surgical technique guide, sizes, and documentation; the patient wants to understand what's going to be done to them. What content is restricted to healthcare professionals is defined by the regulatory team.
How can distributor messaging stay consistent?
By using the same source for distributor materials and the website. An update to the product information then reaches everyone.