How do you turn raw data into a persuasive story?

One of the things we’ve consistently heard from our consultancy partners is this: the hardest part of a market access project often isn’t finding the data, it’s knowing what to do with it. Our clients don’t need another database or dashboard. They need a way to move from signal to strategy with confidence. That’s what this Q&A is about.

I’ve asked Louise Street-Docherty, our VP of Market Access and a former consultant herself, to walk through what it really takes to turn raw evidence into a persuasive story. She’s led global projects, worked with countless teams under pressure, and knows firsthand the difference between just reporting a finding and actually changing minds.

What makes a market access story persuasive, not just descriptive?

A descriptive story tells you what the evidence says. A persuasive one tells you what to do next, and why it matters. In market access, that distinction is everything. It means moving beyond a summary to a structured, intentional argument. The most persuasive work starts with a focused question, follows a logical path, and lands with a clear recommendation. It doesn’t overwhelm. It guides.

When a team is under pressure to deliver fast, it’s easy to list facts. But that’s not where value lives. It lives in the ability to frame a point of view that holds up under scrutiny. And that comes from practice, structure, and judgment.

How do you know when you’ve got enough evidence to support a recommendation?

You reach a point where more data doesn’t clarify, it complicates. In my experience, the best signal you’re ready to move is when multiple types of evidence start aligning around the same direction. If your clinical insights, payer trends, and expert commentary all suggest a similar story, that’s usually enough.

It also depends on the strength of your logic. If you can walk someone through your conclusion step by step, without skipping or guessing, then you’re in a position to recommend. Confidence matters more than the number of citations.

What does a strong link between evidence and action look like?

It’s explicit. You should be able to point to a chart, a quote, or a data point and say, “This is why we recommend this course of action.” If the reader has to guess how the evidence connects to the advice, you’ve lost them.

In a strong narrative, every recommendation is anchored. You’re not just saying, “this matters.” You’re showing exactly why it matters, and what decision should follow. That’s the standard I aim for on every project.

What’s the role of visualization in bringing a narrative to life?

It’s essential. A well-chosen visual can make a complex insight instantly clearer. But it needs to be purposeful. I always ask myself: what’s the one idea I need the reader to see and remember?

That might be a shift in prescribing behavior, a gap in the competitive landscape, or a clustering of stakeholder sentiment. When the visual hits the mark, it doesn’t just support the narrative, it sharpens it.

How is Knowledgeable designed to help consultants build defensible, compelling strategy narratives quickly without losing depth?

What we’ve built at Knowledgeable reflects how real consultants think, and work. The platform is designed to mirror the actual workflow, moving from structured evidence to story without friction. You can pull in publications, quotes, visuals, and insights all within a single interface. No toggling between tools, no copy-pasting from PDFs.

It also supports real collaboration. Junior consultants can structure early thinking. Senior team members can step in to refine the argument. And because everything is linked back to its source, you never have to wonder if the evidence holds up. That’s what makes it faster. Not by skipping steps, but by making each one easier to execute.

Summary

Stories shape decisions, but only when they’re built on trust. That trust comes from knowing your evidence is solid and your logic is clear. What I admire most about Louise’s approach, and what we’ve worked hard to reflect in Knowledgeable, is the ability to build arguments that are both fast and defensible. Our goal isn’t to flood you with information. It’s to help you form a point of view that stands up in the room.

Consultants don’t need another tool. They need a partner that understands how they work and helps them do it better. That’s what Knowledgeable is built for. It gives structure without limiting thinking, and speed without cutting corners. We’re here to support strategy, not replace it. And we believe that when evidence is connected, clear, and credible, it leads to better decisions. Every time.