EXPERIENCE STORIES
MultiplAI Health
Getting close enough to emerging science to build a brand and story people could understand without losing what made it credible.
How I worked here
Get close to complexity · Evidence before answers · Find what matters · Make complexity usable · Lead through making
The situation
MultiplAI Health was an early-stage healthcare technology company working at the intersection of AI, RNA sequencing and advanced science.
I joined early in the company’s development and worked alongside the founding team as a creative and communications partner. The proposition, the audiences and the external story were still taking shape.
The challenge
The company needed to explain an ambitious scientific and technical proposition to investors, healthcare and life-science stakeholders, partners and wider audiences.
The relationship between the AI, the science and the potential healthcare value was not easy to communicate. Simplifying it too far would make the company sound generic or weaken its credibility. Leaving all the complexity in place would make it difficult for people outside the science to understand why it mattered.
The approach
I began by learning. I worked directly with the founders and technical experts, read the material and kept asking questions until I could follow the proposition well enough to contribute to it.
My contribution included:
Identifying where internal explanations relied on knowledge an outside audience would not have
Working out which scientific details carried meaning and which were getting in the way
Helping shape the company’s positioning and core narrative
Adapting that story for investors, healthcare stakeholders, partners and public-facing audiences
Applying the thinking across identity, presentations, white papers, the website and social content
I also represented MultiplAI through healthcare innovation and ecosystem programmes and events. Those conversations provided a practical test of whether the story could work outside the founding team.
Defining moment
I was not the scientist in the room and did not pretend to be. My responsibility was to develop enough working fluency to ask useful questions, recognise what mattered and see where the story was losing people.
Getting close to the subject meant I could contribute while the proposition was still being formed. I was able to connect scientific, technical, business and audience perspectives, then use that understanding to give the brand and communications a clearer centre.
Results
MultiplAI gained a more coherent brand, positioning and external story that could work across investor presentations, white papers, the website, social content and live conversations.
The communication gave different audiences a clearer route into the proposition while retaining the detail needed to support its scientific credibility.
What it means to you
This is how I approach unfamiliar and complex subjects. I do not need to arrive as the subject-matter expert, but I do need to respect the subject enough to do the work.
I am comfortable asking basic questions in expert rooms, staying with difficult material and noticing where an explanation assumes too much knowledge. Once I understand the wider picture, I can find the important point and shape it for different people without losing what makes it credible.
In a similar situation, I would bring the same curiosity, discipline and range. I would learn first, help clarify what the organisation is really trying to say and turn that understanding into communication people can use.