The Value of Effective Evidence Communication
Writen by Sonya Snedecor
In HEOR, we generate evidence to be communicated to diverse stakeholders for the purpose of inspiring some type of action. To encourage this action, we must guide these stakeholders toward understanding and caring about our evidence. In other words, we want them to value it. Therefore, our mission is not simply to communicate knowledge but to communicate value.
A meta-analysis of 75 studies found that narrative stories were more easily understood and better recalled than essays.
The key to communicating value is to communicate a narrative that answers to each audience’s “So what?” and “Why should I care?” questions along with the information that leads to understanding. Narrative stories are easier to understand, and your audience will be most likely to take the action you want to inspire.
They give the audience the exact information necessary to understand the message.
“If you can't explain it simply, you don't understand it well enough.”
- Albert Einstein
Too much information is a barrier to effective communication
Which triangle is easiest to identify?
Visuals transmit information easier, faster, and with more durability
Sonya Snedecor is an Executive Director of HEOR with 15+ years of experience in economic modeling, meta-analysis, and literature reviews. She combines her technical skills and consulting experience to develop interactive tools and interfaces to enhance scientific evidence dissemination and communication.