In the latest episode of The Top Line podcast, host Heath Clendenning interviews Cheryl Lubbert, CEO of Reverba Global, to discuss how science-led storytelling is reshaping communications in the pharmaceutical industry. Lubbert, a veteran executive with experience at Amgen, Abbott and Bristol Myers Squibb, says authenticity, empathy and transparency are now critical to rebuilding public trust. She argues that scientific data, when paired with real patient and caregiver stories, becomes more impactful—helping both healthcare providers and patients better understand and engage with treatments.

Lubbert also highlights the growing importance of breaking down silos between marketing and medical affairs. By integrating these functions, she says pharma companies can provide more consistent, credible messaging and support shared decision-making in clinical settings. With real-world examples—from peer mentorship programs to immersive educational initiatives—Lubbert makes a compelling case for treating storytelling as a strategic tool, not just a creative one. For more on how these approaches are driving better outcomes, listen to the full episode of The Top Line.

In the latest episode of The Top Line podcast, host Heath Clendenning interviews Cheryl Lubbert, CEO of Reverba Global, to discuss how science-led storytelling is reshaping communications in the pharmaceutical industry. Lubbert, a veteran executive with experience at Amgen, Abbott and Bristol Myers Squibb, says authenticity, empathy and transparency are now critical to rebuilding public trust. She argues that scientific data, when paired with real patient and caregiver stories, becomes more impactful&mdash;helping both healthcare providers and patients better understand and engage with treatments.
Lubbert also highlights the growing importance of breaking down silos between marketing and medical affairs. By integrating these functions, she says pharma companies can provide more consistent, credible messaging and support shared decision-making in clinical settings. With real-world examples&mdash;from peer mentorship programs to immersive educational initiatives&mdash;Lubbert makes a compelling case for treating storytelling as a strategic tool, not just a creative one. For more on how these approaches are driving better outcomes, listen to the full episode of The Top Line.

Biopharma and medtech explained. Every week, journalists from Fierce Biotech, Fierce Medtech, and Fierce Pharma recount the latest industry trends and why they matter. We'll analyze the week's biggest business news, from mergers and marketing to drug R&D and device development. Available every Friday morning. 

Biopharma and medtech explained. Every week, journalists from Fierce Biotech, Fierce Medtech, and Fierce Pharma recount the latest industry trends and why they matter. We'll analyze the week's biggest business news, from mergers and marketing to drug R&amp;D and device development. Available every Friday morning.&nbsp;

The Top Line

Biopharma and medtech explained. Every week, journalists from Fierce Biotech, Fierce Medtech and Fierce Pharma recount the latest industry trends and why they matter. We’ll analyze the week’s biggest business news—from mergers and marketing to drug R&D and device development. Available every Friday morning.

 

Biopharma and medtech explained. Every week, journalists from Fierce Biotech, Fierce Medtech and Fierce Pharma recount the latest industry trends and why they matter. We&rsquo;ll analyze the week&rsquo;s biggest business news&mdash;from mergers and marketing to drug R&amp;D and device development. Available every Friday morning.
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