Focus: The role of medical communications agencies in healthcare

Medical communications agencies work with pharmaceutical, biotechnology, and healthcare companies to enable them to communicate effectively with a wide range of target audiences

By breaking down complex medical and scientific data, medical communications agencies make information accessible to healthcare professionals, patients, regulatory bodies, and the wider public. Their contribution to clear messaging, scientific understanding, and informed decision-making is a key part of healthcare communication.

Scientific and medical writing

A fundamental service offered by medical communications agencies is scientific and medical writing. Whether in-house or freelance, medical writers have the expertise to convert complex clinical data into required formats such as scientific manuscripts, medical articles, conference abstracts, and clinical trial reports. Medical writers also ensure that the materials produced adhere to the required regulatory and style guidelines.

Content strategy and development

Excellent content is the cornerstone of medical communication but a good agency also looks beyond the words and thinks and acts strategically. When working closely with a client, it is important to understand their communication needs as well as the requirements of the target audience. Good strategy combined with excellent, concise and clear writing creates printed and digital materials that are readable, visually appealing and that resonate.

Education and empowerment

Medical communications agencies design materials to help healthcare professionals stay current with advances in medical knowledge and drug development. Medical education materials are also valuable for in-the-field representatives who are talking to healthcare professionals about new drugs and medicines on a daily basis. Drug information sheets, leave pieces, slide decks and infographics are all within the remit of the medical communications agency.

Materials are also developed to explain developments and the properties and actions of a newly-approved drug to patients and the wider public. These are more simple in content and format but still need to be accurate, concise and never condescending.

Navigating publications and conferences

With a vast amount of medical research produced globally, getting work recognised can be a challenge. Agencies help companies plan for publications and manage their research submissions. They also support clients in preparing for conferences, assisting in creating materials and presentations to ensure their research stands out.

Regulatory compliance and multichannel communication

The healthcare sector operates under some of the most stringent regulations globally. To maintain public trust and safety, it’s imperative that all output by medical communications agencies align with the established standards and guidelines set by regulatory bodies.

In the USA, the Food and Drug Administration (FDA) oversees the pharmaceutical and biotechnology industries, ensuring that all communications, from drug labels to advertising, are accurate, non-misleading, and compliant. Similarly, in the UK, the Medicines and Healthcare products Regulatory Agency (MHRA) holds a comparable role, safeguarding public health by ensuring that medicines, medical devices, and blood components meet applicable standards.

For countries within Europe, the European Medicines Agency (EMA) sets out the criteria for medical communications, ensuring a consistent regulatory framework across member states. Over in Australia, the Therapeutic Goods Administration (TGA) manages the quality and safety of health products, including their communication guidelines.

Medical communications agencies shoulder the critical responsibility of navigating these multifaceted regulatory landscapes. They play an essential role in assuring that every piece of information disseminated, whether it’s a clinical trial result or a new product launch, adheres strictly to regional and international standards.

Beyond regulatory compliance, these agencies also recognise the importance of effective communication across varied platforms. They employ an array of digital tools and strategies, ranging from websites, social media platforms, and webinars, to engage with diverse professional audiences. This multichannel approach ensures that healthcare professionals, regulatory bodies, and other stakeholders receive accurate, timely, and compliant information, regardless of their preferred communication channel.

The omnichannel approach

Consistency across multiple platforms is important for user experience. A small number of pioneering medical communications agencies ensure that information flows seamlessly across channels, from print to digital platforms and across new territory such as social media.