Steve Jobs once said:
“When you first start off trying to solve a problem, the first solutions you come up with are very complex. But if you keep going, you can usually arrive at something elegant and simple.”
This perfectly captures the challenge of building an effective medical strategy for a therapy area. At first, the plan is complex—multiple stakeholders, diverse channels, evolving data, and a flood of competing priorities. But great strategy isn’t about doing everything; it’s about focusing on what truly matters.
The key? Critical thinking. It helps cut through the noise, refine ideas, and drive impact. Below is the playbook I useto break down complexity and create medical strategies that resonate.
Step 1: Define the Real Problem
Too often, medical teams jump into tactics before clearly identifying the core challenge. Before acting, ask:
Are we solving an actual unmet medical need, or just executing tactics?
What clinical barriers do HCPs face in this disease area?
What misconceptions or knowledge gaps exist?
A strategy built on assumptions rather than insights is bound to miss the mark.
Step 2: Challenge Assumptions
Traditional engagement models don’t always match how HCPs actually consume medical information today. It’s easy to assume:
“HCPs prefer in-person interactions.” → What does engagement data say?
“They don’t have time for deep content.” → Or do they just need it in the right format?
“We should push more content.” → Or do we need to simplify access to high-value information?
By challenging conventional thinking, we uncover new engagement opportunities.
Step 3: Expand Perspective
Effective medical strategies aren’t built in silos. They require input from:
Real-world data – How do patient outcomes reflect gaps in knowledge or practice?
Cross-functional teams – Commercial, HEOR, Medical Affairs, Digital—how can we align?
HCP feedback – What do they actually need, and where do they prefer to engage?
A broader lens ensures we design solutions that are both relevant and scalable.
Step 4: Separate Facts from Opinions
There’s a big difference between internal beliefs and real-world data:
Are our insights based on engagement analytics, or just anecdotal feedback?
Are we measuring the right success metrics (engagement, knowledge retention, behavior change)?
Are we prioritizing what HCPs actually need or just what’s easiest to execute?
A strategy built on data-backed decisions is more likely to succeed.
Step 5: Consider Second-Order Consequences
Short-term success doesn’t always mean long-term impact. Critical thinkers ask:
If we launch this initiative, what happens next?
Will this strategy still be effective in 12 months?
Are we building for sustainable engagement, or just short-term gains?
Thinking beyond the immediate outcome helps create a future-proofed approach.
Step 6: Use Data—But Don’t Be Blinded by It
HCP engagement data is powerful—but it must be interpreted correctly. Ask:
Are we seeing genuine engagement, or just surface-level clicks?
Are we looking at trends over time, or reacting to single data points?
How do we balance quantitative data (metrics) with qualitative insights (feedback, sentiment, behavior shifts)?
Data should guide, not dictate, decision-making.
Step 7: Apply Mental Models for Smarter Decisions
Great strategists use mental models to refine decision-making:
First Principles Thinking – Strip the problem down to fundamentals and rebuild.
Inversion – Instead of asking, “How do we succeed?” ask, “What would make this fail?”
Probabilistic Thinking – What’s the likelihood of success, and what factors increase it?
Thinking through different lenses helps uncover smarter solutions.
Step 8: Stay Comfortable with Discomfort
Critical thinking means being willing to change direction when new insights emerge. Ask:
Are we clinging to a strategy just because it’s familiar?
If an idea makes us uncomfortable, is that a sign we should explore it further?
How do we foster a culture where challenging assumptions is encouraged?
The best strategies come from pushing beyond comfort zones.
Step 9: Make Decisions—But Stay Adaptable
A strong strategy isn’t just a plan—it’s a process. It should be:
✅ Directionally correct – Based on the best available evidence.
✅ Flexible – Ready to adapt as new data comes in.
✅ Scalable – Designed to evolve as the therapy area changes.
Decisiveness + Adaptability = Long-term success.
Final Thought: Complexity Is Inevitable. Clarity Is a Choice.
In medical strategy, complexity is the default state. But the best strategies simplify without losing depth. They focus on the right problems, challenge outdated assumptions, and evolve with new insights.
The goal isn’t just to build a strategy—it’s to build the right strategy.
What’s your approach to simplifying complex strategies?
