Beyond Talking Heads: Capturing the Real HCP Experience

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From scripted soundbites to lived experiences: a new and authentic way to engage HCPs and KOLs

Pharmaceutical and healthcare brands have long relied on healthcare professionals (HCPs) and key opinion leaders (KOLs) to help shape perception, build credibility, and ultimately influence better care.

But let’s be honest: conventional “talking head” videos rarely cut through. They often lack authenticity, feel disconnected from real-world practice, and don’t capture what life is truly like for the people making critical patient decisions every day, and yet they have become the norm.

At FIXING US, we don’t just create authentic patient journey content, stories that bring the patient’s lived experience to life. We’ve extended that approach to help elevate HCP content to new levels, creating real and relatable stories that go beyond the clinical setting and resonate more with audiences by including the wider context of their work, family and everyday challenges.

Our new HCP and KOL Journeys go far deeper than conventional interviews. By spending time with doctors, specialists, and frontline practitioners and other HCPs in the full context of their lives, we create compelling narratives that reflect both their professional and personal realities:

• The push and pull between patient care and administrative demands

• The emotional burden of complex decision-making

• The human side of balancing medicine, family, and self

• The unmet needs they see in their systems and patients

For clients, this provides a powerful new tool: content that isn’t just credible, but relatable and stands out, capable of shaping conversations in ways that those static and conventional testimonials cannot. 

Whilst health systems are increasingly patient-centric, more needs to be done to make HCPs communications more authentic, resonating and relatable. These new HCP and KOL Journeys can help to highlight gaps in care and opportunities to improve outcomes — aligning commercial objectives with the industry’s mission to support better health. 

In a sea of talking heads, authentic HCP journeys stand out. They bring nuance, empathy, and depth to communications, enabling companies to truly connect with these critical audiences — whether that’s peers, policymakers, or the wider healthcare ecosystem. This is storytelling that works because it’s real.