How scientific storytelling can help pharma cut through the noise

An Expert View from Kristian Webb, scientific director of Page & Page and Partners.

For many in the pharmaceutical industry, hearing the word ‘storytelling’ in the context of their business might send shivers down their spines. The inference of tall tales, narratives and plots may feel a million miles away from the statistics, evidence and facts that underpin their drug development.

But rather than being afraid of storytelling, pharmaceutical firms should be embracing it. Because what scientific storytelling allows us to do is to communicate quickly and efficiently. It provides a shortcut to understanding, which is a powerful tool, much needed at a time when there is so much pressure on our healthcare systems and we want patients to make good, informed choices as easily as possible.