Boil it down… what is the 'nut' of influencing in pharma?

There is so much involved in influencing in pharma. It is my life’s work to learn and teach how to become influential in pharma.
What would you say if you were asked to boil it down to the “nut” of influencing in pharma? Would it be reach? frequency? key message?
Here’s my 1 slide, 1 minute answer.
What do you think? Post your thoughts below.