In our latest edition of our PR ACE column, spotlighting young PR leaders, we feature Mythily Nair, VP of Communications at UE LifeSciences. She shares communication strategies implemented to raise awareness about the company's mission and the unique challenges of discussing medical devices and cancer detection. Nair reflects on how her agency background has shaped her approach and recounts her experience navigating a communication crisis, including lessons learned. She also discusses anticipated trends in the medical devices industry regarding communication and branding, as well as balancing business results with creative branding and communication efforts, and more.
UE LifeSciences is known for its innovative approach to early cancer detection. Can you share how the company differentiates itself in this critical space and what communication strategies you have implemented to raise awareness about UE LifeSciences and its mission?
UE LifeSciences has been in the early detection game for well over 16 years. We operate like a startup, and have the mindset, the hustle and most importantly, an uncomplicated way of going about things. It’s simple- cancer sucks. We can quite clearly see a catastrophe coming our way. Our founders spent a long time developing, implementing, and testing these solutions, and have had immense success in the B2G and B2B spaces. I think our approach in going patient access and comfort first, is what sets us apart from our competitors- we always wanted to ensure that the device reached the women, and that it wasn’t the other way around.
To ensure that this is effectively communicated, we’ve gone for a three-pronged approach- one, to maintain our very grassroots-level approach where screening camps and ensure coverage in vernacular newspapers; second, to plan the positioning of senior leadership as key opinion leaders in English dailies; and finally, trying new and innovative approaches partnering with docuseries houses like BBC Storyworks. We have some exciting projects coming up, so stay tuned!
What unique challenges do you face when communicating about medical devices and cancer detection, and how do you overcome them?
So many! For starters, there’s an immense gap in REALLY educating the population about breast cancer. In the decades past, campaigns to associate the pink ribbon with Breast Cancer Awareness Day have succeeded in making pink synonymous with Breast Cancer Awareness Month. Monuments light up around the world, but what do folks know about incidence rates? About chances of survival, if you find it early? About the current legislative conversations happening around the world surrounding breast tissue density? Most folks (including myself, until a few months ago) don’t know about Triple Negative breast cancer, one of the deadliest types.
Breast cancer awareness, unfortunately, has been packaged and sealed into a really pretty CSR project for large firms to spend their budgets on. But to say you support Breast Cancer Awareness Month is one thing- but you don’t educate or help the populations around you know what they need to do.
With medical devices, the problem is twofold. You want to explain the technology in a way that highlights the innovation, but also simplifies it for all audiences, regardless of their background.
For both issues, we’ve found that the easiest way to tackle it, is simplify and story tell. Explaining breast cancer awareness sessions in vernacular languages, with simple imagery, or a treatment protocol interactively, with storytelling. We believe in telling universal stories that highlight a sense of community, and that when women feel a sense of community, they take everyone forward with them.
Having experience in both agency and in-house roles, how do you think your agency background has influenced your approach to communications at UE LifeSciences?
Agency shapes work ethic. With agency life, you had no time to get attached to a project or a pitch. If something doesn’t work, you have to scrap it and move on to turn something around. I think that approach is what I’ve brought with me to UE LifeSciences- I remember telling my bosses early on that I will come up with ideas, we will try things out- if it works and you like it, great. If it doesn’t, we scrap it and try again. All I asked for was the freedom to try and to experiment. I’m really grateful that they’ve trusted me with the same.
Can you share an experience where you had to navigate a communication crisis? What did you learn from that situation? What trends do you foresee in the medical devices industry, particularly in communication and branding, over the next few years?
I think medical devices will have an overhaul in terms of communications and branding, leaning towards more transparent, consumer centric communications. With Millennials slowly becoming more financially stable, considering that they were the first of the internet generations, they are more media literate, and they will ask critical questions around efficacy, access and affordability, demanding transparency. It’s an exciting time!
What advice would you give to young professionals aspiring to build a career in communications and branding?
Learn around it! I’m fairly green myself, but I’ve always relied on my understanding of areas around communications (like sociology, politics, economics) to inform my communications and branding strategy. It’s important to be well informed in today’s world, so having a well-rounded perspective of why one strategy may work can ensure a holistic lens is applied when you pitch a campaign!
How do you balance the need for business results with the creative aspects of branding and communication?
That’s a tough one. I generally to take a call in tandem with my founders and the needs they have operationally, but most of the time, I balance it by focusing on any pressing events or announcements we have in the next 6 months, and work backwards, allocating priority/importance to each event, and taking a call from there. I believe there’s merit to a slow-burning brand building exercise.
Can you share an experience where you had to navigate a communication crisis? What did you learn from that situation?
Navigating a communications crisis is never easy. But from the ones I’ve experienced, here are a few valuable pieces of advice I’ve picked up in my time. In the event of a communications crisis, maintaining composure and strategic action are paramount. Based on experience, I recommend the following approach:
Remember, a well-managed crisis response can strengthen brand trust and reputation in the long run.
