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3 trends to watch out for in the Medical Communications sector

Posted on: 12 Feb

Medical Communications teams help pharmaceutical companies connect with their patients. Using their extensive medical knowledge, they design and execute communications and marketing plans that inform patients about better health outcomes. Professionals in this field will also write legal and regulatory documentation to keep key stakeholders up to date with the latest developments.

Because the sector is ever-evolving, to get ahead in Medical Communications, you need to work on your expertise. This means constantly developing your knowledge and keeping a finger on the pulse of the industry. To help you stay up to date with the latest development, we’ve put together the top three trends you need to watch out for in the sector:

The digital space

The pandemic has accelerated the adoption of technology in many ways and will no doubt have been a catalyst in bringing Medical Communications further into the digital space. It has illustrated how important it is to embrace the latest technologies, identify digital gaps and ensure information is available to patients digitally.

People are increasingly digesting their information through searches on their phone and in the form of video content. Therefore, MedComms teams are witnessing the need for patient communication to use immersive and interactive technology. These can bring medical information to life and ensure that growing content libraries reach more people and enhance the user experience.

Scientific communications is a key practice area for Medical Communications teams. With data now adding another layer of complexity for healthcare teams, professionals who can understand and translate complex clinical information and real-world data into compelling material are golden.

The healthcare-consumerism link

Evidently, the link between healthcare and consumerism is strengthening. Five of the largest pharmaceutical companies spent more on marketing and advertising than research and development (R&D) and it looks as though other pharma giants are following suit.

A consumer-driven approach to Medical Communications puts the patient in the driver’s seat at every touchpoint. Patients have now come to expect as much from healthcare companies as other businesses. Their rising expectations include superior customer service, good value and personalised drugs and therapies. What does all this mean for the Medical Communications sector?

Those seeking healthcare solutions may research providers and shop around until they find one with the highest patient satisfaction. So MedComms professionals are poised and ready to help pharmaceutical companies deliver accessible information about their medicines and services, providing patient support and assisting with adherence communications. Acting as the bridge between the pharmaceutical industry and the patient means that relationship-building is one of the top skills you need to be a successful medical writer.

The need to stay relevant

Working in Medical Communications is the chance to help healthcare clients find unparalleled insights. When it comes down to brand communications, at top priority for all pharmaceutical companies should be staying relevant and MedComms teams must help these companies to create innovative communication solutions that enable them to do so.

Research shows that the majority of c-suite executives believe that 40% of Fortune 500 companies will cease to exist in a few years. Why? Because they’ll fail to be forward thinkers and anticipate change in consumer demand. But healthcare is arguable the most robust industry in the world.

This inextricably links the first two growing trends; by leveraging big data and placing patients at the heart of all decisions, MedComms teams can help the pharmaceutical industry understand their growing market and ensure they remain focused on providing value.

We are looking for expert Communicators

Are you interested in taking your Medical Communications career to the next level? At IQVIA, we have a global network of colleagues, all helping our clients ensure that the right products are prescribed for the right patients.

The scale at which we operate means that our work extends well beyond those of a traditional Medical Communications agency. Our Medical and Patient Communications team develop a range of offerings, including medical affairs, market access, promotional activities, patient support and adherence programs.

If you have experience writing within the pharmaceutical or medical device industry and want to be at the forefront of developing better patient engagement solutions, browse our Medical Communications jobs.