Communication Experts

RxRxBalance Communication Philosophy

We are medical advertising creatives trained in solving critical communications challenges. Our approach to communicating with clinicians and patients is adapted from intensive training and apprenticeships with the medical communication companies that sadly shape medical practice in America.

Strategize ruthlessly.

Research, planning, and understanding your audience are key to communicating effectively with clinicians and patients.

Change how people think.

Beliefs, not facts, drive people’s thinking. If you want to change healthcare behavior, check your emotions at the door and start listening to your audience. Accept that most people believe they know the facts and do not want to be corrected. Bombarding people with facts may backfire, leading people to hold on more tightly to their misinformed beliefs.

Simplify your story.

Use evidence sparingly, citing agreed-upon facts. Embrace the fact that many (including clinicians) do not understand numbers and statistics.  Metaphors and stories – backed by a few evidence points – increase  uptake and retention of your key messages

Test your content.

Test and refine your content with a metric that is specific, measurable, achievable, and relevant. Continuously refine and improve your content based on user feedback. Create content designed to change behavior, not merely to inform.

Implement your plan.

You put your passion, time, money and resources into developing relevant, complex clinical content to improve patient care. Create an action plan early on so your content is seen, budgeting for “push” marketing such as social, paid and digital media.

Diabetes A1c Campaign During the 1990s and early 2000s, pharmaceutical companies sponsored 'educational' campaigns urging all patients with Type 2 diabetes to "aim" for an A1C of < 7%. At that time, the American American Diabetes Association (ADA) and the American Association of Endocrinology (AACE) also modified their guidelines, recommending an HbA1c <7 or lower for all patients. Now, in 2021, more professional assoications and researchers is harmful for vulnerable older patients. These diabetes ad concepts - co-developed by RxBalance, VA physicians and medical school professors - showcase the dangers of tight glycemic control.