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The Top Do's and Don'ts of Value Communication

When your scientific and economic data is complex, the need to extract and communicate a clear value message is more important than ever. These key recommendations will help to ensure you communicate the economic and clinical value of your products in a way your target audience will understand and trust.


  • keep it simple. You all know the KISS principle (Keep It Short & Simple). When it comes to communication, a simple message delivered in a clear way will always win. Even though you might believe you have a novel product, pushing too many features or unnecessary evidence in a presentation will cloud the real value message.

  • keep focused. Telling one compelling story at a time is best. Only when further explanation is required, or if the audience asks specific questions, should you elaborate with other details.

  • know your audience and speak only to them. Keep in mind that each audience has a different interest, or might require different information. This means that if you want to effectively reach more than one audience, you will need to adapt your tool for each audience or create a tool adaptable for multiple audiences. Have you considered localizing your tools?

  • have your story in place before you plan its communication. The story will always dictate how you communicate. This will help to ensure that you are telling the same story throughout your entire communication strategy, providing a consistent front for your audience.

  • make it interactive. Interactivity allows the audience to engage with the product and this will ultimately lead to a better understanding of your value message. It also allows you to tailor presentations to individual audiences, each with their own unique needs and questions. When done well, interactivity can only lead to better client engagement.


  • try to be everything to everybody. If you break this rule, you’ll lose focus and fail to get your message across to anybody. Determine your target audience, understand their characteristics, and build your presentation around this. If you decide to target other groups, you must re-focus your value message.

  • aim only to impress. Being smart isn’t about proving points with elaborate details or technical wizardry. While it can be tempting, this will only obscure the message. Present a clear compelling value message that you know will resonate with your audience. This will instil a sense of trust from your audience.

  • tell your story in three acts. It works well for playwrights and screenwriters, not so much for communicating value. Instead, put the message out there right up front. Your audience needs to know the value offered and how this benefits them directly at the start of the story. Use the remaining time to back it up with supporting details.

  • get lost in your own knowledge. When working intensely in an area, it’s easy to lose sight of the whole picture, especially the fact that your audience doesn’t know what you do. Instead, take a step back and makes sure you cover all the DO’s listed above. A good trick is to have your presentation tested before presenting to potential clients. (DON’T assume customers have any understanding of your products or services)

  • be afraid to ask. Instead, solicit help and feedback along the way. The best way of seeing another perspective is to ask for it! Involve those who will communicate the message/use the tool to ensure they can effectively tell the message you have worked so hard to uncover.

By keeping in mind this simple list of do’s and don’ts while building your value communication tool, you will ensure that your apps create better audience engagement and ultimately transmit effectively the real value of your product.