Strategic medical communications by scientists trained in marketing
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About

Mission

We are dedicated to helping physicians:

  • brand themselves as leaders in their communities
  • improve their relationships with patients
  • achieve higher rates of adherence and better health outcomes
  • focus their time and attention on clinical care

Digital communication is a powerful – and cost effective – instrument for achieving these goals. Though consumers across industries have learned to ignore advertisements, they seek out and engage with content that is valuable to them.1 This desire for information provides an opportunity for those with specialized knowledge to develop and nurture relationships with interested readers and to equip them with critical knowledge.

Patients want more and better information from their doctors.2,3 Physicians who satisfy this unmet need accomplish more than attracting and retaining patients. They also establish authority in their fields, advance health literacy, and improve health outcomes. As patients are searching for health information online more today than ever before, physicians who initiate content marketing strategies have the benefit of an established audience.

Unfortunately, time constraints make it impossible for most physicians to execute communications efforts themselves. Delegating the work is also challenging due to the unique combination of skills required for effective medical communications.

Medical Marketing Formula

Expertise across communications, medicine, and behavioral science is required to successfully:

  • conduct meaningful discussions with healthcare providers
  • translate key messages from the scientific literature
  • build content that is impactful for patients
  • present information in a manner that maximizes its utility and digestibility
  • develop deployment strategies that increase visibility and engagement

By bringing this interdisciplinary approach to medical communications, CureComms differentiates physician leaders as providers who can add substantial value to the patient experience.

References

  1. Waitzkin H. Doctor-patient communication. Clinical implications of social scientific research. JAMA. 1984;252:2441-2446.
  2. Pew Research Center. Health online 2013. One in three American adults have gone online to figure out a medical condition. http://www.pewinternet.org/2013/01/15/health-online-2013/. Published 2013. Accessed January 22, 2017.
  3. Harvard Business Review. The content marketing revolution. https://hbr.org/2014/07/the-content-marketing-revolution. Published 2014. Accessed January 22, 2017.

Leadership

Nisha K. Cooch, Ph.D., P.M.P. is the Founder and C.E.O. of CureComms.

The vision for CureComms arose when Nisha recognized that the healthcare industry is far behind other industries in content marketing, despite the value digital content can provide to both physicians and patients.

While working with investors in the medical device, pharmaceutical, and biotechnology industries, Nisha observed that the success of an idea depends on the creators’ ability to effectively convey its value. Since 2013, she has spent much of her time helping life sciences organizations with their strategic communications and development.

As an AAAS Science & Technology Policy Fellow, Nisha has contributed to communications efforts related to White House initiatives and Congressionally mandated programs for scientific discovery and commercialization. She has also continued supporting scientific entrepreneurship through her work with the Small Business Innovation Research (SBIR) and Innovation-Corps (I-Corps) programs at the National Science Foundation.

Nisha’s doctoral research focused on the factors that affect the way the brain both automatically and deliberately processes information and the impact those factors have on attention, learning, valuation, and decision making. Nisha enjoys using her behavioral neuroscience expertise to improve communication.

Selected Publications

  1. Cooch NK, et al. Orbitofrontal lesions eliminate signaling of biological significance in cue-responsive ventral striatal neurons. Nature Communications. 2015;21(6):7195.
  2. Cooch NK, Stalnaker TA, & Schoenbaum G. What the orbitofrontal cortex does not do. Nature Neuroscience. 2015;18(5):620-627.
  3. Stalnaker TA, Cooch NK, et al. Orbitofrontal neurons infer the value and identity of predicted outcomes. Nature Communications. 2014;5:3926.
Learn more about Dr. Cooch
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