The Biggest Risk to Influence in Pharma Is Not Weak Data or Difficult Stakeholders
It Is Allowing the Key Message to Disappear in the Noise
Pharma professionals—from clinical research and regulatory affairs to QA, PV, medical affairs, and commercial—face a common challenge. We deal with complex details, technical language, and audiences who are often busy or skeptical. If we don’t highlight the central point, it gets buried. Once it is buried, so is our impact.
That’s why we need practical language techniques. These techniques ensure our most important ideas are heard, remembered, and acted upon.
1. The Spotlight Move (Cleft Sentences)
Cleft sentences restructure information so that the key part stands out.
Instead of saying:
“The clinical team achieved enrollment targets.”
We can say:
“It was the clinical team that achieved enrollment targets.”
This version places the achievement squarely on the team, ensuring recognition is clear.
Here are more examples:
Regulatory: “It was the updated submission strategy that secured approval.”
QA: “It was the audit preparation that prevented findings.”
PV: “What matters most at this stage is rapid case processing.”
This tool works well in boardroom discussions, audit defenses, and performance updates. It signals to the audience exactly where to direct their attention.
2. The Authority Flip (Inversion)
Inversion alters the usual word order to add strength and authority.
For example, instead of saying:
“This type of outcome is rarely seen in real-world evidence.”
We can say:
“Rarely is this type of outcome seen in real-world evidence.”
The second version feels more formal and decisive.
Here are more examples:
Clinical: “Only after the protocol amendment did recruitment accelerate.”
Regulatory: “No sooner had the agency feedback been received than it was incorporated.”
QA: “Seldom has a site inspection been completed with so few remarks.”
Inversion is especially effective when discussing timing, rarity, or cause-and-effect. It makes the statement sound authoritative and precise—ideal for milestone updates or risk communication.
3. The Drumbeat (Repetition with Variation)
Repetition reinforces a message by stating it more than once, each time with a slight variation to increase impact.
For example:
“Patient safety is the starting point. Patient safety is the guiding point. Patient safety is the end point.”
Each phrase builds on the last, making the message memorable.
Here are more examples:
Medical Affairs: “Evidence builds trust. Evidence builds credibility. Evidence builds value.”
QA: “Compliance protects data. Compliance protects patients. Compliance protects reputation.”
Repetition is particularly useful in presentations and speeches where memorability is essential.
4. The Sharp Edge (Contrast)
Contrast emphasizes the difference between what something is and what it is not.
Instead of saying:
“The project succeeded because of alignment.”
We can say:
“The project did not succeed because of luck. The project succeeded because of alignment.”
Here are more examples:
Clinical: “The trial was not delayed by external factors. The trial was delayed by inconsistent site reporting.”
Commercial: “Value is not defined by price. Value is defined by outcomes.”
Contrast is a strong persuasion technique. It eliminates alternative explanations and strengthens the argument.
5. The Silent Pause (Timing)
Sometimes emphasis does not come from more words, but from silence. Deliver a critical point. Stop. Let it resonate.
For example, in a project meeting, we might say:
“What we cannot afford is another deviation… [pause] …because the impact on timelines would be irreversible.”
Pausing signals weight. It gives the audience time to absorb the importance of the statement. This technique is especially powerful in live presentations, audits, and negotiations.
Why These Tools Work Across Pharma Functions
These techniques are versatile and can be applied across various pharma functions.
Clinical Research: “It was investigator engagement that accelerated recruitment.”
Regulatory Affairs: “Only with complete documentation can approval be secured.”
Quality Assurance: “What must never be compromised is compliance.”
Pharmacovigilance: “No sooner had the event been identified than it was reported.”
Medical Affairs: “Rarely has such consistent data been observed in a post-market study.”
Commercial: “It is overall survival that defines value.”
The context changes, but the effect remains the same: clarity that drives action.
Conclusion: The Path to Effective Communication
Remember, influence in pharma is not about speaking more, presenting more slides, or writing longer reports. It is about ensuring the central point shines brighter than the noise.
By mastering these techniques, we can significantly improve our English communication skills. This will empower us to confidently advance our careers and collaborate effectively on an international level.
Let’s embrace these strategies and make our voices heard!
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