Modernizing Your MedComms Approach
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Episode Summary
In this episode of the Transforming Medical Communications podcast host Wesley Portegies is joined by Matthew Krzywosz, Director of Scientific Communications and Content at Astellas Pharma to explore the dynamic landscape of Medical Communication strategies, innovations, and challenges.
Matthew explains the importance of tailoring Medical Communication content for your audience, why you should develop concise and digestible content in Medical Communications, the importance of harnessing audience insights and feedback, and strategies for modernizing your MedComms approach.
Guest at a Glance
Matthew Krzywosz is a dynamic pharmacist and business leader with a proven track record in driving innovation across both corporate and start-up landscapes. Combining his clinical expertise with strategic business acumen, Matthew excels in identifying and addressing inefficiencies within the healthcare sector to deliver impactful solutions. His diverse experience includes pivotal roles at renowned organizations such as AbbVie, and ZS Associates, where he has consistently demonstrated his commitment to advancing healthcare practices.
- Connect with Matthew on LinkedIn
Host at a Glance
Wesley Portegies is the Chief Strategy Officer and Founder of Medical Communications Experts, an agency specializing in effective Medical Communication strategies for pharmaceutical companies. An experienced entrepreneur, Wesley 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
- Developing concise and digestible content in Medical Communications
- The importance of harnessing audience insights and feedback
- Why less is more in Medical Communications
- Strategies for modernizing your MedComms approach
Hot Takes and Key Highlights
- 04:11 – Bite-Sized Content for Busy HCPs
HCPs are overwhelmed with the sheer volume of information and publications available today. Attention spans have also decreased, requiring concise and impactful communication. Therefore, it’s essential to deliver bite-sized, modular content like short animations, videos, or infographics. However, it all starts by understanding your audience and tailoring content to their preferences.
“Before we ever can consider putting out any information to them, we gotta understand them first, know what they like.”
- 14:13 – High-Level Overviews for Deeper Engagement
Simplifying digital communications can have a great impact. Astellas Pharma started adding high-level overviews and clear takeaways to their scientific exchange materials, such as Congress presentations and key manuscripts. This change made the content easier to navigate and understand, addressing feedback from HCPs who wanted simpler information with the option to delve deeper if needed.
“We want medical affairs to be the pioneer commercial can learn from. I think we’re getting there and I can’t wait for that day when they’ll be calling our names a lot more.”
- 19:19 – Simpler, Audience-Focused Content
Fostering better conversations goes down to reducing the content initially presented and moving away from lengthy, linear slide decks that can become a crutch. This allows for more natural, engaging discussions and builds stronger relationships by focusing on the needs of your audience, not just ticking off slides. Personalized content, driven by the audience’s needs, is more effective. Interactive and intuitive tools can enhance these conversations without overwhelming them with digital analytics. Start small and be prepared to delve deeper only when necessary.
“We don’t wanna leave our field teams out to dry, so we gotta make sure it’s simple. Yet there are a lot of things packaged in this overview that they could easily get to.”