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Some messages fade within hours. Others stay with us for years, shaping how we think and act. Chip and Dan Heath’s Made to Stick explores why that happens.
Why do some ideas “stick,” spreading through teams and markets, while others fall flat, no matter how important they are?
For anyone leading communication in the pharmaceutical industry — whether launching a new product, inspiring a medical team, or framing a brand story for physicians — the ability to make ideas memorable is not optional. It is central to influence.
This Made to Stick summary distills the book’s essential framework, known as SUCCESs, into lessons you can apply immediately across your field team meetings, marketing campaigns, and customer interactions.
About the Book and Authors
Made to Stick: Why Some Ideas Survive and Others Die was published in 2007 by brothers Chip Heath, a Stanford professor of organizational behavior, and Dan Heath, a consultant and educator. Their research builds on years of studying how teachers, marketers, and leaders communicate complex ideas effectively.
Their central insight is simple: good ideas are not enough. To spread, an idea must be understood, remembered, and acted upon. And that depends not on luck, but on structure.
They identified six key traits of “sticky” ideas — captured by the acronym SUCCESs:
- Simple
- Unexpected
- Concrete
- Credible
- Emotional
- Stories
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Lesson 1: Simplicity — Find the Core Message
Pharmaceutical communication often suffers from one common flaw: too much information.
When launching a product, presenting clinical data, or writing promotional materials, there’s a tendency to overload the audience with every advantage, statistic, and message point. Yet the Heath brothers remind us that clarity beats completeness.
Simplicity is not about dumbing things down. It is about identifying the core message — the one idea that should stay even if everything else is forgotten.
For example, when briefing a field team, instead of saying,
“We want to drive awareness, differentiation, and preference among cardiologists for our lipid-lowering therapy,”
a simpler, more memorable version could be:
“Let’s help cardiologists see our therapy as the first choice for high-risk patients.”
That message guides every call, slide, and conversation.
In field management, district managers who master simplicity create sharper alignment. Every representative leaves meetings knowing what to prioritize and how to translate strategy into action.
You can explore more on this approach in our Business Guide section.
Lesson 2: Unexpectedness — Capture Attention and Keep It
Audiences tune out predictability. In pharma, where physicians hear dozens of similar product claims, the challenge is not only to inform but to surprise.
According to Made to Stick, the key to surprise is breaking a pattern. Start with what people expect, then introduce something that challenges it.
Example: Instead of opening a presentation with “Our product lowers HbA1c by 1.2%,” consider beginning with a question:
“What if a diabetic patient could improve their HbA1c without changing their medication routine?”
This small shift sparks curiosity. The unexpected hook makes listeners ready to absorb the next detail.
For internal coaching, managers can apply this principle by opening meetings with short, unexpected insights — such as a real customer quote, an unusual market observation, or a data point that challenges team assumptions. This keeps the energy alive and builds engagement early.
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Lesson 3: Concreteness — Make It Real
The Heath brothers stress that abstraction is the enemy of memory. People don’t remember “superior efficacy and tolerability.” They remember patients sleeping through the night for the first time in months.
According to Made to Stick, the concrete details anchor ideas in the real world.
For example, in a sales message, instead of saying:
“Our drug demonstrates rapid symptom improvement,”
say:
“Most patients feel better within three days — before their next clinic visit.”
That’s an image a physician can visualize and recall.
In coaching or training, district managers can make feedback more effective by grounding it in specifics:
“You built strong rapport with Dr. Ahmed when you referred to his latest published case — that’s the kind of personalization that opens doors.”
Concrete examples teach better than general advice.
You can explore more applications of this concept in the Learning Hub, where communication and coaching frameworks are discussed in detail.
Lesson 4: Credibility — Build Trust Before Persuasion
In the healthcare world, credibility is the currency of influence. Physicians, pharmacists, and healthcare professionals are trained skeptics; they base decisions on evidence and experience.
The Heath brothers note that “sticky” ideas earn credibility not only through authority but also through believability. You can reinforce both.
By referring to Made to Stick, use credible sources: clinical trial data, real-world studies, or third-party endorsements. But go further — include simple, verifiable details that sound authentic.
For instance:
“Over 80% of patients in the trial completed therapy without dose adjustments.”
feels more tangible than
“Excellent patient tolerability was observed.”
In team communication, managers build credibility through consistency. When a leader follows up on commitments, recognizes effort fairly, and grounds decisions in data, their words begin to carry more weight.
Trust, once built, becomes a multiplier for every message that follows.
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Lesson 5: Emotional — Make People Care
The Heath brothers emphasize that people act not because of information, but because of emotion. Logic makes us think; emotion makes us act.
In pharma marketing, emotion is often misunderstood. It is not about sentimentality or exaggeration. It is about connecting ideas to human outcomes — showing why they matter.
Instead of presenting your product as “a new therapeutic option,” show how it changes daily life. For example:
“For mothers managing asthma in their children, fewer night attacks mean peaceful nights for the whole family.”
Emotion also drives team motivation. When a first-line manager connects performance targets to patient impact — not just numbers — the purpose becomes tangible.
“Every prescription filled is a patient breathing easier tonight.”
According to Made to Stick, Emotional communication reminds teams why their work matters, and it transforms routine goals into shared purpose.
Lesson 6: Stories — Turn Lessons into Narratives
Stories are not decoration; they are the delivery system of memory.
The Heath brothers found that people remember stories far better than abstract messages. A story provides context, emotion, and a model for behavior.
In pharma, storytelling is essential — both for external communication and internal leadership.
- A marketer telling the story of how a therapy was discovered brings science to life.
- A sales representative sharing a physician’s success story builds credibility.
- A manager recounting a team’s turnaround during a tough quarter demonstrates resilience and leadership.
Stories serve as mental training. They show what “good” looks like in action.
In post-call coaching, instead of simply saying, “You need to improve objection handling,” a manager could say,
“Last month, Hany faced the same objection from Dr. Nabil. He acknowledged the concern, referred to a local case, and scheduled a follow-up. That approach turned a skeptical doctor into a supporter.”
That story teaches better than a checklist.
To deepen your understanding of storytelling in leadership and sales communication, visit the Business Book Summaries section for complementary reads.
Integrating SUCCESs into Pharmaceutical Communication
The SUCCESs model is not theoretical; it can reshape how every message is designed and delivered.
Below is how each element applies to pharmaceutical teams:
| SUCCESs Principle | Pharma Application Example |
|---|---|
| Simple | Define a single, clear takeaway for each meeting or campaign (e.g., “Be the treatment of choice for uncontrolled diabetes”). |
| Unexpected | Open training sessions with surprising data (e.g., “Did you know 30% of patients stop therapy due to dosing complexity?”). |
| Concrete | Use patient and physician language rather than marketing jargon. |
| Credible | Share balanced data, supported by trusted sources. |
| Emotional | Connect strategy to patient benefit or societal health improvement. |
| Stories | Use field success cases or patient journeys to demonstrate impact. |
Each layer strengthens the others. Together, they create communication that informs, persuades, and lasts.
Why Made to Stick Still Matters Today
The healthcare and pharmaceutical industries are changing faster than ever — digital transformation, patient-centric models, and value-based healthcare all demand clearer communication.
Yet despite new channels and technologies, the human brain remains the same. We still crave simplicity, surprise, and stories.
Made to Stick reminds us that the best communicators are not those who say the most, but those who make ideas unforgettable.
For pharmaceutical leaders and marketers, mastering these six principles can elevate every part of the business — from sales messaging and brand storytelling to coaching conversations and organizational alignment.
You can explore more practical frameworks for team leadership and communication in the Learning Hub section of the site.
Conclusion
Chip and Dan Heath’s Made to Stick is a manual for clarity and impact.
In a field as technical and competitive as pharmaceuticals, it is easy for messages to drown in data. But when communication follows the SUCCESs formula — simple, unexpected, concrete, credible, emotional, and story-driven — it becomes not only memorable, but persuasive.
The next time you design a campaign, lead a meeting, or coach a representative, ask yourself:
Will this message stick — or slip away?
If the answer is the former, you have not only shared information but shaped understanding — the true measure of communication success.
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