…How are you really going to describe what you’re talking about? Whether it’s the company, the technology, or the product. What lexicon are you using? What words are you choosing? What phrases are you using? And are those consistent from not just meeting to meeting or presentation to presentation, but from person to person. And that needs to be orchestrated. It just doesn’t happen organically. – Bob Finkel, CEO, Freshblood Group
In the early life of a biotech startup, enthusiasm may overtake discipline when it comes to communicating a message about the product. Each of the principals may have their own way of explaining the value proposition. Compound that with passing your message through different thought leaders and the potential for confusion is high.
Bob Finkel has a lot of experience helping companies develop that message discipline and communicate clearly and consistently to each of their diverse audiences. Those audiences can include investors, thought leaders, physicians and patients. You can probably add the press to that list.
In this episode, he explains the value of a unified lexicon and a well thought out messaging platform. He also describes important aspects of building a brand, not just around a product, but around a tone, a voice and shared values.