4/10/2022 | Point of view
Medical communications are in a state of transition. Due to the combined impact of emerging technologies, changing provider preferences, and an evolving post-pandemic world, pharma must navigate new ways to engage providers with relevant, science-driven, digital content. Delivering these materials in the proper format, however, requires a keen understanding of providers’ educational needs, learning science, and creative storytelling. Francis Namouk, managing director of Healthware MedComms, a new medical communications and education division of the Healthware Group, tells us more.
That statement, coined by one of my colleagues at Healthware MedComms, summarises the changing state of communications between pharmaceutical organisations and their healthcare provider (HCP) stakeholders. Triggered both by the industry-wide digital transformation and by the impacts of the COVID-19 pandemic, HCPs’ expectations for the ways they receive information from pharma partners have shifted. Where communications have historically centred on brand, providers now desire more tailored, science-driven messaging.