It was a new product launch, but the typical brand-centric sales hoopla was nowhere to be found. Research indicated that the most meaningful information about living with the disease came from those who are in the battle. The voice of patients and care partners clearly came through in simple, concise video vignettes — easy to create, easy to understand and more real and relevant than anything contrived in a typical agency conference room. The shift to authentic voices and genuine story telling is not only a refreshing change, but truly improving people’s lives.
Finding an authentic voice