Content Development

Translating evidence into action

Creating high quality healthcare content is time-intensive and costly. To streamline and scale up the process, we break down the content creation cycle into a series of small, well defined steps. Each step is assigned to either the research or advertising team who work independently, closely collaborating with each other at those points where synergies are maximized. 

STEP ONE: Identify – Medical Experts

The first step is selection of the clinical research and guidelines that will be the basis of drug and disease recommendations. While evidence scoring systems are helpful to evaluate the quality of research, these scoring systems cannot identify publication bias, which results in underreporting of negative findings and overreporting of favorable outcomes. This is why identification of evidence sources is best done by experts who understand study design.

STEP TWO: Interpret  – Medical Experts

RxBalance believes that evaluation and interpretation of clinical research and guidelines belongs in the hands of subject matter experts.  Since “key takeways” and recommendations are often formulated in the face of conflicting evidence, experts without conflicts of interest are best qualified to undertake this critical task.  

STEP THREE: Summarize – Collaborative

The average community-based physician —working 60 or 70 hours a week — has limited time. Consumers have varied literacy levels. This is why it is so important to communicate your evidence clearly and concisely. RxBalance medical advertising professionals will help you do this so that your conclusions are clearly communicated. 

STEP FOUR: Frame – RxBalance

Framing is a highly empathetic process that acknowledges that healthcare decisions, however irrational, are inherently logical to the individual decision maker. Your medical advertising team evaluates your objectives and researches the underlying beliefs, attitudes and perceptions governing current medication use. During this step, we develop a Communication Work Plan for overcoming obstacles standing in the way of getting your message across to providers, patients and consumers.

STEP FIVE: Communicate – RxBalance

RxBalance has witnessed the powerful impact of medical advertising on healthcare behavior. Our ad-style messages are steeped in science and communicate your recommendations in ways that resonate with audiences on a rational and emotional level.  As experienced medical advertising professionals, RxBalance knows how to create content that communicates authoritatively and with the right balance of scientific accuracy and creativity.

STEP SIX: Refine – Collaborative 

Once your campaign is developed, you will want to conduct qualitative and quantitative research with providers and consumers. Testing is critical to make sure that the voice of community practitioners and patients is part of your content development process. Methods of testing include focus groups, online surveys, observations or one-on-one interviews.