Thriving in the Data Desert: Building Engagement Without News, Navigating the Ship

For health and science innovators, credible news drives interest. This is particularly important for small, publicly traded micro- and small-cap companies. For therapeutic, medical device, and digital health companies, data plays an important role, along with regulatory decisions, business development, and corporate updates. In clinical development, time is a virtue, and large-scale, robust clinical development plans can take not just months, but sometimes years to complete. This often leaves companies in prolonged periods without much news, known as “data deserts.” Still, a press release is the obvious choice when important milestones arise. Navigating these rough waters is an essential skill that can be learned. Our agency, LaVoieHealthScience, helps clients steer the ship during these times. Here’s our advice:

Thought Leadership:
A thought leadership program helps companies stand out by showcasing their science and strategy to key audiences. Key elements of an effective thought leadership plan include:

1. Identify the target audience – Who do you want to reach? Advocacy groups, potential partners, investors?
2. Choose the right channels – Is your message best delivered through a bylined article, or perhaps a roundtable discussion that can be shared through social media channels and your website? Don’t forget about media opportunities—check out those suggestions below.
3. Engage company leadership – Have your leaders participate in interviews, podcasts, or contribute guest articles to industry publications such as Life Science Leader, Fierce Pharma, PharmaVOICE, or STAT. Webinars and podcasts are also excellent platforms for showcasing your team’s expertise. Additionally, encourage leadership to speak at industry conferences or participate in panel discussions to further establish their authority. Strategically leveraging LinkedIn and other professional networks to share their insights can help expand your reach, as personal profiles often engage broader audiences and drive meaningful interactions. This multi-channel approach boosts both individual and company visibility, reinforcing thought leadership across the industry.
4. Keep your website fresh – Even news not significant enough for a press release—such as attending an exclusive conference or leadership appointments—can be shared on your website. Additionally, offering white papers or reports on specific topics positions your company as a valuable resource. Regular updates and keyword-optimized content can improve your website’s search engine rankings, helping your company stay visible and discoverable by key audiences. This SEO-driven approach ensures your thought leadership efforts reach a broader audience and enhance your online authority.
5. Educate your audience – Share insights on your science, platform capabilities, and the complexities of the disease area you’re addressing to build understanding and credibility.  Focus on what you’re doing to address target patient, caregiver and physician needs.
6. Leverage social media – Use social media to maintain engagement with your target audience, including investors, particularly during data gaps. Share articles, research, or polls, and amplify executive interviews or podcasts to increase visibility. Consider developing a social media strategy with a crawl, walk, run approach.

Thought Leadership and Media:
Engaging with the media as part of a thought leadership strategy allows a company to amplify its expertise and influence in the industry by shaping conversations and driving the right level of awareness. It’s about positioning key executives and subject matter experts as authoritative voices on relevant topics, whether through interviews, contributed articles, or commentary on current trends.

By collaborating with reputable media outlets, such as Fierce Pharma, STAT, or PharmaVOICE, a company can reach a broader audience and enhance its credibility. This engagement can take various forms, including:

• Expert Commentary: Offering insights on breaking industry news or scientific advancements.
• Interviews & Profiles: Positioning company leadership in interviews that highlight their expertise and vision for the company’s science and strategy.
• Contributed Articles: Publishing bylined pieces that share the company’s perspective on key topics, from innovation to trends in clinical development.
• Multimedia Contributions: Participating in podcasts, webinars, or video content to reach new audiences and reinforce the company’s thought leadership in an accessible format.

A well-crafted media engagement plan supports broader communication goals by building trust, sparking industry dialogue, and keeping the company top of mind between major milestones like clinical data releases. Be sure to align with other advisors such as regulatory, compliance, medical affairs and legal to ensure you’re complying with SEC and FDA/EMEA guidelines.  It’s better to be cautious and have a well thought out dissemination and message plan.

Post-Data Reinforcement:
When new data is released—whether through a poster or plenary session—a press release is the obvious choice for dissemination. However, to maximize visibility and impact, consider a multi-channel approach. Along with the press release, host a KOL event to tie the data to its real-world implications. These events can range from intimate luncheons to full-day programs, depending on the phase and significance of the data.

Additionally, leverage digital platforms to extend your reach by hosting live webinars, creating on-demand content, and amplifying key messages on social media. Engaging influential voices early and driving consistent coverage across multiple channels can significantly enhance the visibility and uptake of your data, ensuring it resonates with both the scientific community and key stakeholders.

Key Takeaways on Navigating Data Gaps:
Long gaps between data releases don’t have to mean silence. By implementing a proactive communications strategy, you can keep your health and science innovations top-of-mind.

• Use this time to spotlight ongoing research
• Highlight patient stories
• Share thought leadership insights
• Offer updates on regulatory or development milestones

Consistent engagement through social media, blog posts, podcasts, and expert interviews can maintain momentum, build anticipation, and ensure visibility. With the right mix of content and timing, you can bridge the gaps and keep your audience engaged on the steady path toward success

Looking for a strategic partner to guide your health and science innovations through the data desert and unlock new opportunities? Reach out to us today at hello@lavoiehealthscience.com and let’s start driving results together.