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European Biopharmaceutical Review

Medical Communications Transformed

Like other business sectors, medical health communications or ‘medhealth comms’ has been completely upended by the COVID-19 pandemic. This £13 billion industry has had to adapt to a new reality, and fast, in order to meet the rapidly changing needs of its stakeholders. First let’s take a step back and explain the importance of medhealth comms.

Explaining Medhealth Comms

Simply put, medhealth comms help pharmaceutical developers to better communicate with their stakeholders, including healthcare practitioners, such as doctors, nurses, prescribers, and, of course, patients. A drug company launching a new product will have reams of highly-technical data and reports that are hard to understand. Medhealth comms can help turn these complex data into clear, credible, and effective communications. Alternatively, a national regulator like the National Institute for Health and Care Excellence, which is responsible for providing national guidance and advice to improve health and social care, might publish new guidelines on COVID-19 or a specific treatment. Medhealth comms will help interpret them so healthcare professionals (HCPs) can better understand them. Accurate information and honest opinions help HCPs to make treatment decisions with confidence, leading to better patient outcomes.

Traditionally, this has been done in a variety of ways, by creating impactful collaterals such as interactive publication tools, case studies, educational videos, logos, and branding. It’s also done by organising seminars and conferences that bring together HCPs, drug companies, and third-party independent experts.

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Following a successful career in the pharma industry, Shairose Ebrahim founded imc in 2006 from her home office. The company has gone from strength to strength and today employs over 100 staff across five divisions, with five offices in London, Cambridge, Toronto, Boston, and Cairo, working with some of the world’s biggest pharma companies to deliver better outcomes for patients. Shairose credits healthcare heroes who inspired her to succeed in her career, including Dr Jane Cooke Wright who developed a non-surgical method of fighting tumours, Dr Mae Jemison who was appointed by NASA to conduct experiments in space, and Dr Patricia Bath who created an entirely new discipline of ophthalmology focused on public health.
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