Three Objects, Three Lessons: Overcoming the Healthcare Attention Economy

4 min read

At the front of my office, I keep three objects that might look ordinary to most people: a hip replacement model, a LEGO set of diverse figures, and a miniature Golden Snitch from Harry Potter. But to me, these three items are far from ordinary, they encapsulate the lessons I’ve learned through years of navigating the challenges of the healthcare attention economy.

They serve as daily reminders of what it truly takes to stand out, connect meaningfully and succeed in a crowded, competitive landscape where attention is scarce and value must be conveyed carefully and cleverly.

Let me share the stories behind these objects and the lessons they hold—not just for me but for anyone trying to thrive in today’s healthcare marketing landscape.

1. The Hip Replacement: Demonstrating Value

The hip replacement model is more than just a tool for teaching—it represents one of the proudest achievements of my career. It was the first product I ever helped bring to market and remains my favorite. At first glance, it seems plain and unremarkable but its simplicity hides an incredible complexity.

This hip replacement had a list price of £2.5k and was a marvel of engineering. Designed to withstand millions of cycles, it allowed patients to walk pain-free for up to 20 years—transforming their day-to-day existence. It wasn’t just a product; it was a life-changing innovation implanted by some of the most skilled surgeons in the world, including those on Harley Street.

Yet, even this groundbreaking product faced a challenge familiar to anyone in healthcare sales: value doesn’t sell itself.

When we launched this product, we quickly realised that its complexity could work against it. Surgeons, decision-makers and procurement teams didn’t intuitively understand why it was worth the investment. It was up to us to craft a narrative that told its story: why it was designed, the problems it solved and the impact it could make on patient care.

The Lesson? Demonstrating value is essential.

In today’s healthcare attention economy, complexity often hides brilliance. If you can’t cut through the noise to tell your product’s story in a clear, compelling way, even the most innovative solutions risk being overlooked. Whether it’s through a product playbook, sales engagement tools or your products for prospects, your ability to communicate value isn’t just important… it’s everything.

2. The LEGO People: Knowing Your Audience

The colourful LEGO set on my desk, featuring a diverse group of little figures, might seem whimsical at first but its meaning is anything but trivial. It’s a reminder that no two people are the same. Each figure represents a different individual with unique challenges, preferences and behaviours.

This lesson was hard-earned. Early in my career, I thought I could approach every healthcare professional (HCP) the same way. However, I quickly learned that understanding your audience is the first step to building meaningful connections.

In today’s attention economy, this lesson is even more critical. HCPs are busier than ever, juggling patient care, leadership roles and career development. They’re bombarded with information and generic 'one-size-fits-all' messaging doesn’t just fail to engage - it actively pushes them away.

The Lesson? Meet your audience where they are.

To truly connect with your audience, you need to do your homework:

What are their priorities?

How do they prefer to receive information?

What are the pressures they’re facing?

Whether they’re online, in person or somewhere in between, your strategy needs to adapt to them—not the other way around.

This is why we emphasize audience-first messaging and tools like distance selling kits, product microsites and digital-first campaigns. When you approach HCPs on their terms with messaging that respects their time and speaks to their challenges, you’re no longer just pitching—you’re building trust.

3. The Golden Snitch: Standing Out with Unique Value

The Golden Snitch from Harry Potter might seem like an odd choice for an office decoration but its meaning resonates deeply with the work we do. 

In the chaotic sport of Quidditch, two teams engage in a frenzied battle, chasing the quaffle, dodging bludgers and fighting tooth and nail to score more points than their opponent. Amid this chaos, there’s one player whose job is entirely different: the Seeker. Their mission? Catch the tiny, elusive Snitch and end the game winning outright.

To me, the Snitch represents the power of unique value. It’s not about working harder or shouting louder—it’s about creating something so distinctive that it changes the game entirely.

The Lesson? Find your Snitch.

In healthcare marketing, standing out isn’t just about listing features or benefits. It’s about identifying the one thing that makes your product indispensable:

What is the unmet need you solve?

What’s the unique benefit you bring that no one else can?

This could be a technical feature but often it’s something deeper like helping HCPs build a private practice, improving their workflow or offering unique insights that simplify their decision-making.

With healthcare professional testimonials, patient marketing and the setup of centres of excellence, we help our clients identify and amplify their added value and advocacy. Sometimes the best salespeople aren’t the ones you pay: they are the people who use and receive your treatments. The difference between your success and obscurity isn’t more effort - it’s smarter strategy.

Tying It All Together: Lessons for the Healthcare Attention Economy

The healthcare attention economy is relentless. HCPs are inundated with messages, products and information every day. Breaking through this noise isn’t easy but the lessons behind these three objects offer a roadmap:

1. Demonstrate Value: Your product’s brilliance means nothing if it’s not communicated effectively. A clear, compelling story is your best asset.

2. Know Your Audience: Build your strategy around their needs, preferences and behaviors. If you don’t know them, you can’t reach them.

3. Stand Out with Unique Value: Find what sets you apart and make it the centerpiece of your strategy.

These lessons aren’t just theoretical—they’re the foundation of how we help healthcare companies succeed. Whether you’re launching a new product, revamping your sales approach or trying to stand out in a crowded market, these principles will guide you toward meaningful connections and measurable impact.

What’s Your Story?

If you’re navigating the challenges of the healthcare attention economy, I’d love to hear from you. What are the biggest hurdles you’re facing, and how are you overcoming them? Let’s start a conversation about how we can help your innovations shine.