Science Story: How We Use Your Science to Drive Creative
Is your product's groundbreaking science truly connecting with the people who need it most? Or does its unique advantage risk being overlooked before it can make a genuine impact? For many healthcare products, the core scientific story, the very essence of their innovation, struggles to be heard and understood.
This is precisely why Let There Be crafts a compelling Science Story at the beginning of each project. With it, we can transform your product’s science into a clear, persuasive narrative that turns potential into results.
What is a Science Story, and why use one?
Our Science Story method can be boiled down to a memorable, consumer-friendly narrative that, when combined with visuals, makes it easy for consumers to understand your product’s science and confidently purchase.
Developing a Science Story also helps us:
Define your Unique Position: When your specific science is articulated with clarity, it becomes your best differentiator, setting you apart from competitors and attracting new audiences who finally understand your distinct advantage.
Unlock New, Substantiated Claims: A focused exploration of your existing research (or even external studies) through the lens of narrative can reveal opportunities for fresh, supportable claims, opening pathways to new marketing angles and consumer benefits.
Streamline your MLR Approvals: A coherent, logical, and well-supported scientific narrative naturally builds a stronger case for Medical, Legal, and Regulatory (MLR) reviews. Clarity fosters confidence and facilitates smoother substantiation.
Delivering Tangible Results with Science Stories
The power of a well-crafted Science Story is demonstrated by these measurable successes:
Flonase: Our Science Story positioned Flonase as the single product needed to block six allergic substances and provide 24-hour relief for six symptoms, differentiating it from single-use alternatives. By emphasizing Flonase's comprehensive mechanism versus antihistamines that only block histamine, the strategy made superior science simple and memorable while reinforcing existing brand messaging around the number six.
Nexium 24HR: Confronting widespread consumer misunderstanding, Nexium’s Science Story clarified that only PPIs like theirs appropriately treat frequent heartburn. By highlighting that 32% of sufferers were using less effective H2s and that 77% of those would consider a better alternative, they successfully repositioned their product.
Lotrimin: With 95% of consumers discontinuing treatment prematurely, leading to suboptimal results and negative product feedback, Lotrimin’s Science Story centered on clear treatment compliance. This led to improved understanding and, for two products in just two months, a 38% surge in page visits and a 29% increase in sales.
Designs for Health Vitamin D Supreme: In a market often treating Vitamin D as a basic commodity, the Science Story educated consumers that "not all Vitamin D is created equal," emphasizing additional nutrients for enhanced bioavailability. This distinct narrative achieved a +45% Click-Through Rate (CTR) and a +42% Return on Ad Spend (ROAS) over prior creative.
Healthcare Aisle: To elevate their private label status, their Science Story highlighted FDA-approval, affordability, and identical active ingredients to leading brands. This educational strategy yielded +26% more page visits and +31% increased sales across four products over six months.
Qunol Advanced Omega-3: To distinguish itself in the dense Omega supplement market, Qunol’s Science Story focused on its 10x better bioavailability, a novel claim that brought vividly to life, clearly showcasing its scientific edge.
iVIZIA Eye Drops: Launching against established competitors, iVIZIA’s Science Story, "We see a better way," spotlighted its unique "multi-moisturizing formulation." This clear articulation of scientific differentiation was instrumental in achieving 70% retail distribution, 9% trial, and 1.2% market share within its first year.
If you're ready to see how your product's unique science can become its most powerful marketing asset, let's talk. Contact us today to discover how we can build your Science Story and drive your brand forward.