From Compliance to Creativity in Medical Communications with Andrea Lacasia
|
|
|
|
Episode Summary
Welcome to the Transforming Medical Communications podcast brought to you by MedComms Experts. I am your host, Wesley Portegies. This podcast explores the dynamic landscape of Medical Communication strategies, innovations, and challenges. We aim to facilitate insightful conversations that contribute to advancing effective Medical Communications practices.
Our guest today is Andrea Lacasia. Join us as we discuss the intricate balance between innovation and compliance in Medical Communication, the unique challenges of communicating in the rare disease space, and innovative engagement strategies.
Guest at a Glance
Andrea Lacasia is a highly experienced Medical Affairs professional with nearly 20 years in the biotech and pharmaceutical industry. Her expertise covers Medical Information, Scientific Communications, Medical Education, Congress Planning, MSL training, and Global Product Launches.
- Andrea Lacasia on LinkedIn
Host at a Glance
Wesley Portegies is the CEO and Founder of MedComms Experts, an agency specializing in effective Medical Communication strategies for pharmaceutical companies. Wesley, an experienced entrepreneur, started his first company at 19 and has built multiple successful companies. With over 20 years in the Medical Industry, both on the agency and industry side, he is driven by a passion for Medical Communications.
- Connect with Wesley Portegies on LinkedIn
Topics we Discuss:
- The challenges in rare disease Medical Communications
- How cross-functional teams enhance Medical Communications
- Engaging audiences with innovative formats
Hot Takes and Key Highlights
- 0:00 – 4:30 Introduction and Guest Background
Brief introduction of the podcast and host, Wesley Portegies. Welcoming Andrea Lacasia and highlighting her expertise in global medical affairs and scientific communications in the rare disease space. Discussion of Andrea’s career journey from pharmacy to medical communications and her passion for bridging the gap between patients, physicians, and medical data.
- 4:30 – 8:30 Unique Challenges and Opportunities in Rare Disease Communications
Highlighting the key differences between medical communications in rare diseases versus other therapeutic areas like oncology. Emphasis on the limited availability of epidemiological and standard-of-care data in rare diseases. Discussing the challenges of addressing the lack of educational material for both patients and physicians in the rare disease space.
- 8:30 – 14:00 Fostering Collaboration and Integrated Communication Strategies
Exploring the importance of integrated communication approaches to maximize limited opportunities in the rare disease space. Describing the collaborative partnerships across different functions within Ultragenyx, including molecular diagnostics, field medical teams (MSLs and patient liaisons), and health economics and outcomes research. Detailing the development of a comprehensive global medical affairs Q&A document that caters to the diverse needs of different teams and regions.
- 14:00 – 21:00 Innovative Approaches to Content Development and Compliance
Sharing an example of a successful collaboration with legal and compliance to create patient- and physician-friendly rare disease education booklets. Emphasizing the importance of transparency, open communication, and focusing on the “why” behind the content rather than just the “what” when collaborating with compliance. Describing the development of a novel lay-language video explaining the disease mechanism and investigational product’s mechanism of action for clinical trial enrollment, highlighting its success in supporting patient recruitment.
- 21:00 – 30:00 Measuring Impact and Embracing Modern Communication Formats
Discussion on the challenges of measuring the impact of medical communications activities and the need for more creative approaches. Exploring the potential of incorporating real-time patient stories and case studies to showcase the impact of medical communications content, highlighting the shift from text-heavy materials to more engaging formats like videos and animations in medical information responses, acknowledging the need for increased budget and time allocation for such initiatives. Recognizing the growing importance of visual design and user experience in optimizing content consumption, especially in the context of shrinking online attention spans.
- 30:00 – 36:00 The Future of Medical Communications: Leveraging Technology and Evolving Practices
Discussing the potential of artificial intelligence (AI) to streamline medical writing tasks, especially in organizations with large product portfolios. Noting the rising popularity of mobile-first learning experiences and the need for medical communications to adapt accordingly. Concluding with a call to action for industry professionals to embrace modernization and innovation in communication practices, while maintaining compliance and prioritizing the needs of their target audience.
- 36:00 – 38:0 Conclusion and Call to Action
Andrea reiterates her call for innovation and collaboration in medical communications to improve audience understanding. Wesley echoes Andrea’s sentiment and emphasizes the need for the industry to evolve and modernize its communication practices. Brief outro with information on how to learn more about MedCom’s Experts and subscribe to the podcast.