Beyond Simplicity: A Strategic Guide to Pharma Infographics
- Lucilia C
- Jul 5, 2024
- 2 min read
A few days ago, I was trying to help out a new-to-medcomms colleague who needed to produce a lot of content quickly. Understandably, their concern was also putting a lot of effort into long-form materials that might not be read – nor appreciated. "What about an infographic?" I suggested. “They're visually attractive, repurposable, and convey key messages efficiently. What’s not to like?” But when asked how do I go about them, I realized it's not as simple as it seems.
In all their simplicity, infographics can be incredibly effective. But, there is also a lot of of operational and strategic work put into them. They require careful information selection, clear presentation, and strategic design. And, above all, adherence to compliance. The first thing we learn in our careers is to reference meticulously everything we do and avoid misleading statements made with selective data points. When working with a limited amount of space and copy, this challenge is magnified, making it easy to oversimplify or misrepresent information.
Oversimplification vs Over-referencing
In highly regulated spaces, such as pharma, there's a natural tendency to overwhelm with nuance and detail. However, infographics burdened with too much text, visual clutter, or dense language fail to communicate clearly. This invariably becomes the most daunting task for people who work with MedComms. In one side, the content creator, wanting to convey messages effectively. On the other, the MLR team, who prioritizes precision of language and low risk statements. Here’s how I try to reconcile these needs:
Clarity & Concision: I ruthlessly select and clearly present key facts. As a rule of thumb, for each paper I reference, I read three others.
Visual Hierarchy: As with storytelling, I try to guide the reader's attention logically, emphasizing the main takeaway.
Design Harmony: Regardless of my vision, I trust the graphic designer's expertise to bring it to life in a harmonious way.
The Power of Simplicity
Creating simple yet impactful infographics is possible by:
One Message, One Focus: I focus on extracting a single, impactful message for each piece. Often, a series of infographics is the best solution.
Hook The Reader Early: I start with a surprising statistic, question, or captivating image. This is when B2B experience becomes useful. What is the need I am trying to address?
End with a Bang: I leave a lasting impression with a bold statistic or key fact. If possible, I answer the question posed at the beginning.
By prioritizing clarity, visual appeal, and a singular message, it is possible to create infographics that effectively cut through the noise and resonate with various audiences – from patients to HCPs and specialized professionals. This balance between simplicity and compliance ensures that messages are not only heard but also remembered.
Comments