Communicating complexity

There’s nothing simple about a biopharmaceutical. Application of molecular biology to pharmaceutical development has projected it to the leading edge of technology. When it comes to explaining what a product is, and how it works, however, there is a growing problem of communication.

We may be experts in molecular genetics, in protein chemistry or in gene therapy. But our audiences – who will include, for example, practising clinicians, clinical pharmacists, health managers – are not, and nor should they be. Our challenges are to explain complex structures, multifactorial and multisystemic modes of action, and often subtle differences and similarities between entities.

The issue may purely be descriptive, and in our work communicating biopharmaceuticals we often make frequent use of high-quality imagery, especially high-end computer graphics, to convey complex mode-of-action stories in ways that are engaging, understandable and that ensure consistency of storyline whether used in a symposium, online or detailing situation. Using computer graphic techniques, we can take the viewer from the whole-body level to cellular and molecular detail seamlessly, telling the story as the action moves from cell to cell or from tissue to tissue. And, by using the highest-quality techniques and broadcast-quality production values, the utility and lifetime of the animation can be greatly extended.

High-quality computer animation can help visualise a complex structure or mode of action. [Copyright Novo Nordisk, reproduced with permission]

One danger when using animation, however, is that the ‘cartoon’ nature of the film takes over – how long can it be before we see Trevor the T-cell starring in Attack of the Killer Lymphocytes? Our audiences are sophisticated, qualified professionals, and whatever the tone of the film, we would always strive for scientific accuracy and credibility alongside the engaging storyline.

Beyond the visual storytelling, a problem in the biopharmaceutical business is that things are not always as clear-cut as we’d like them to be. We may have a product which is an engineered analogue of a naturally-existing human, animal or even reptile protein, designed to retain its desirable properties and improve on those where we feel nature has underperformed. But physiology is a complex system and once we start supplementing or replacing elements of complex pathways that may involve dozens of other molecules in almost every tissue or organ system of the body, the story becomes hard to tell simply. The keys are consistency and clarity, together with an appreciation of the interests of each audience group. Identify what the key clinical advantage of your product is. Describe, in the simplest possible way that retains accuracy, how it achieves that advantage. And, as with all communication, be consistent across all your materials, publications and internal discussions. Avoid diving into the details too soon in the lifecycle of your product.