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The Unexpected Hero at MASS West 2024
MASS West 2024 was fun, exhausting, exciting, all the things. I attended all 16 sessions, and one theme stood out. It wasn’t omnichannel or AI, even though those topics came up a lot. The real hero of MASS West 2024 was storytelling.
Storytelling connected everything discussed. From gaining stakeholder buy-in to communicating value and preparing for successful launches. Storytelling was at the heart of it all, but it also highlighted our biggest challenges. Here are my highlights from the conference and more about this unexpected hero of MASS West 2024.
The Challenge of Turning Science Into Stories
One of the biggest pain points for Medical Affairs teams is translating complex scientific data into clear, engaging stories. We know the science better than anyone, but as Scott McConnell pointed out, knowing the science is not enough. We must tell a story that explains why it matters. This isn’t easy. The data is dense, the details are complex, and the connections aren’t always obvious.
Too often, we get caught in the data, charts, numbers. But what stakeholders need is the bottom line: Why does this matter for patients, physicians, or the company? Scott emphasized that the story must be clear from the start and this is one area that Medical Affairs can help with. A good narrative early helps shape everything that follows. Without it, our message risks getting lost in the noise.
Communicating Value: The Struggle of Getting Leadership to Listen
Communicating the value of Medical Affairs is another challenge we face constantly. The answer is often the same: storytelling.
Candy Vila’s talk highlighted how storytelling was essential in regulatory discussions. It’s not just about presenting data. It’s about weaving that data into a story that shows why it matters in a practical, relatable way. Dan Snyder echoed this when he spoke about always being asked, “How do we know what we’re doing will move the needle?” Data alone doesn’t answer that question. Stakeholders want to understand the impact, and storytelling is how we connect our actions to meaningful outcomes.
Rishi Ohri also highlighted the challenge of communicating wins to senior leadership. Many of our successes seem small, but they add up. Vandana Grover emphasized the importance of showing results, no matter how small. The challenge is making those small wins resonate. A compelling story can frame these wins in a context that leadership understands, making your work visible and valued.
Cross-Functional Collaboration: Speaking Different Languages
Collaboration across functions brings another challenge: different teams speak different “languages.” We all have our own jargon, our own focus. Bridging these differences is hard. This is where storytelling becomes a powerful tool.
Dalila Masic spoke about how half of her job is communicating value to cross-functional partners. We need stories that make our work relevant to their objectives. Throwing more data at them doesn’t work. The challenge is in creating a narrative they understand and care about.
Preparing for Launch: Turning Details Into a Coherent Narrative
Arthur Chan emphasized this when discussing launch preparation. The intersection between clinical and practical value is often where we lose our audience. We know the data, but how do we translate that into patient outcomes? Arthur said it best: telling a differentiated story makes all the difference.
He stressed the importance of a story that connects clinical benefits to real patient outcomes. It is this narrative that helps teams align and prevents surprises when launch comes.
The Human Side of Storytelling: Building Trust and Partnerships
Another recurring challenge is building trust, both with internal teams and external stakeholders. Darryl Sleep said it best: “Partnership is everything.” But partnerships don’t happen by accident. They are built through understanding, connection, and trust. And that starts with storytelling.
A good story helps bring people along. It creates an emotional connection and helps others see our perspective. But this is often easier said than done. We have to simplify complex concepts without losing their essence, and that takes practice and skill.
Dalila also spoke about how storytelling is crucial for showing value to internal teams. So much of what we do begins inside our organization. Telling the right story helps break down silos and align goals. Without this, our work risks being undervalued or misunderstood.
Takeaways: Make Storytelling Your Secret Weapon
Here is what I took from MASS WEST 2024. Storytelling is essential. But it is also challenging. It is the key to turning data into something that matters, to making your work resonate, and to showing value.
To elevate your work, start with better stories. Here are some steps:
- Define the ‘So What?’ Early: Every time you start a new project, ask, “So what?” Why does this matter to patients, HCPs, or stakeholders? Let that answer shape your story.
- Know Your Audience: Whether it is a regulator, HCP, or colleague, tailor your story to their interests. Adapt your narrative to what they care about.
- Communicate the Wins: As Rishi Ohri and Vandana Grover said, share your wins with senior leadership, even the small ones. Use storytelling to make these wins meaningful.
- Bridge the Gaps: When working cross-functionally, focus on crafting stories that translate your objectives into terms that matter to other teams.
- Practice Storytelling: Storytelling is a skill, and it takes practice. If you want to develop this skill, check out my online course on presentation skills. We have a module on storytelling. Or reach out about live training.
What would you add to this list?
Conclusion: The Unexpected Hero of MASS West 2024
At MASS West 2024, storytelling emerged as the unexpected hero. Whether it was demonstrating the value of Medical Affairs, cross-functional alignment, or product launches, storytelling was the common solution to our biggest challenges. But it’s not easy. Translating complex science into a story that resonates is a skill that we need to master.
If you struggle with translating your data into a story, you are not alone. It’s challenging! In my presentation mastery course, you will learn a simple 4-step process to turning dry boring data into a story that sticks.
What are your thoughts on storytelling in Medical Affairs? Share with me on LinkedIn.
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