Do You Really Know Who You're Talking To?

In diagnostics, the answer is almost always more complicated than it looks. Working with a novel lung cancer diagnostic, we mapped the full NSCLC patient journey and discovered five distinct stakeholders — PCPs, Interventional Pulmonologists, Thoracic Surgeons, Medical Oncologists, and Pathologists — each with fundamentally different motivators, objections, and definitions of value. One message doesn't reach all five. The companies that take time to build true stakeholder personas don't just communicate better — they close faster, retain longer, and build advocacy that compounds.

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