Top 5 Recommendations for Successful Interactive Value Messaging

Over the past two decades in health economics and market access, I’ve seen firsthand how the way we communicate the value of a new drug or medical device can make or break a conversation. The science behind a product is essential, and how we present that science to decision-makers can also be critical. Interactive value messaging has become one of the most effective tools in our toolbox, especially when it is done with care.

Here are my top five ideas for making your interactive tools resonate, engage, and drive results.

1. Start with a Story, Not Just Data

Effective communication begins with a narrative that puts your audience front and center for the discussion. Instead of simply itemizing vital evidence, build a targeted story around it. Introduce the challenge from the stakeholder’s perspective, walk them through how your solution addresses it, and visualize the potential outcome. Whether you’re talking to a physician, payer, or policymaker, each needs to see how your message fits into their own unique scenario.

2. Tailor to the Audience – Focus and depth

Not every stakeholder wants or needs the same level of complexity. Emergency room directors may worry about resource allocation; Ministers of Health work to understand how choices affect their entire population; physicians may be seeking specific clinical results related to patient outcomes, and health system administrators may need to understand how a solution affects the overall budget. Customize your message to their priorities, their vocabulary, and their pain points. And don’t overlook the importance of a discussion leader who’s credible in that space. It makes a big difference.

3. Embrace Transparency and Clarity

A fast way to lose trust and interest is to present a “black box” calculation. Always show your work. When you ask users for input, like patient population size, explain exactly what’s needed and why. Provide default values from published literature, include assumptions, and always make references easy to access. Clarity earns confidence.

4. Engage Cross-Functional Experts Early

The most effective interactive tools are built through dynamic collaborations, not in silos. From early in the initiative, involve your experts inmedical , marketing, HEOR, regulatory, and digital. Their input shapes better strategy and smoother execution. Plus, those stakeholders have ownership and become champions who often advocate for the tool’s use and value across the organization.

5. Train, Refresh, and Celebrate Field Teams

A great tool requires users who are well-trained and confident with the interactive message. Invest in onboarding, discussion scripts, and regular refreshers. Support superusers who can then become local experts for the rest of the team. Remember to acknowledge their efforts – whether it’s sharing a success story or simply making time to thank the team and gather feedback. Empowered users are the key to long-term success.

When Storytelling Meets Strategy

Interactive value messaging has transformed how we communicate complex healthcare information. But technology alone isn’t enough. To create tools that are actively used – and that influence decisions – you need strategy, structure, empathy, and collaboration. Done well, these tools not only deliver your message; they open the door to meaningful conversations that can truly make a difference.