As a long-time editor of medical communications, I review—or view—content written by a host of people from across the pharma world. That includes everything from prescribing information to sales training materials to coupon offers.
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Developing messaging is not a quick, ad hoc exercise that can be done over a cup of coffee or during a weekly team meeting. Instead, impactful, sales-driving messaging requires a disciplined approach that starts with understanding the customer.
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We found that the brain absorbs new information in stages. It starts with taking in new information, then storing it into memory, and finally recalling it for future use. This learning journey is impacted by stress, state of mind, and even sleep.
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