(Because communicating science is not copying the vademecum)
The healthcare professional doesn’t need more information. They need better reasons to provide care.
He’s saturated with studies, emails, visits, conferences, and publications.
And you want him to get your message across. For him to remember you. For him to value you.
The solution? Create content that communicates science… but also excites, inspires, and makes their daily lives easier.
And to do that, you need to stop sounding like a “brand that wants to sell them something” and start sounding like a “brand that understands them.”
Here are 8 keys to achieving it (and not dying in the attempt).
Choose carefully who you talk to (and what matters to them)
Not all doctors are the same.
A hospital oncologist is not the same as a neighborhood pharmacist.
Your content must respond to their real needs, not what you think they need.
Do this instead:
Segment by specialty, care setting, patient type, or decision-making role. Personalize your message.
Don't explain everything. Contribute something they'll remember.
Too many pharmaceutical brands want to show they know everything… and in the end, they say nothing.
Useful content doesn’t tell everything. It tells what’s necessary, at the right time, and in the right tone.
Do this instead:
Focus on high-value micro-content: a training pill, a visual summary, a quick guide, a well-constructed graphic.
It tells science… but with human language
You can maintain rigor without sounding like a PubMed paper.
Excessive technicality creates distance. Clarity generates trust.
Do this instead:
Work with writers specializing in health and science.
And always filter it through: Would someone at a conference, on call, or over coffee understand it?
Use formats that are eye-catching and appealing
Healthcare professionals are on their phones, in their inbox, on WhatsApp.
If your content isn’t scrollable, visual, and tailored to the channel… they won’t see it.
Do this instead:
Microvideos, infographics, carousels, interactive emails, 3-minute podcasts. Form matters as much as substance.
Be timely. Not intrusive.
It’s not about sending more.
It’s about showing up when it’s time, with what you contribute, on the right channel.
A healthcare professional’s time is precious. Don’t waste it.
Do this instead:
Trigger automated flows with content based on specialty, funnel stage, or previous interest. And measure actual opens.
Humanize your content with people, not logos
Do you know what generates more connection than a clinical fact?
Watching another professional explain. With their voice. With their words.
Do this instead:
Short interviews with KOLs, real testimonials, coffee-chat videos among colleagues. Science can have a face, too.
Write as if you had 30 seconds to convince
Spoiler: you got them.
Dense content, unstructured, unrhythmic, with no call to action… isn’t read. It’s ignored.
Do this instead:
Clear headings, short paragraphs, prominent key messages, direct CTAs: “download guide,” “view summary,” “save resource.”
Take a useful next step (not a meaningless PDF attachment)
All content must end with an action.
A guide. A practical resource. A training course. A contact. A subscription.
Don’t let it end with “Okay, interesting.” Take it to something more.
Don’t let it end. Do this instead:
Design content paths. Let a video lead to a document, let the document lead to an action, let the action lead to a conversion. Take it to something else.
If your content doesn’t connect, it’s useless.
Healthcare professionals don’t need more PDFs or more emails.
They need to be spoken to like a colleague, with respect, clarity, and the intention to help.
And if you do it right, it’s not just your brand that people will remember.
They’ll want to work with you. They’ll repeat. They’ll trust you.
