Optimizing Medical Communications: Insights from Amanda Borrow
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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.
Joining us today is Amanda Borrow, Associate Director of Communication & Publication, Global Specialty Medical Affairs at Daiichi Sankyo. Join us as we discuss her journey from academia to Medical Communications and the importance of communication strategies for important research. We dive into the role of publication extenders in Medical Communications, the challenges in consuming scientific literature, and exciting future developments in the field of Medical Communications, including the role of AI and visual content.
Guest at a Glance
Amanda is an experienced medical and scientific communications professional based in Philadelphia, PA, with expertise in a diverse range of therapeutic areas, including Neuroscience, Cardiology, Immunology, Rheumatology, and Endocrinology. She has a strong background in biomedical research and a Ph.D. in Integrative Neuroscience from Binghamton University. In recent years, Amanda has been dedicated to optimizing communication strategies for important research.
Host at a Glance
Wesley Portegies is the CEO and Founder of MedComms Experts, an agency that creates effective medical communication strategies for pharmaceutical companies. Wesley is an experienced entrepreneur, starting his first company at 19 years old and building multiple successful companies from scratch. Driven by a passion for medical communications, Wesley has over 20 years of experience in the medical industry – both agency and industry side.
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Hot Takes and Key Highlights
- 07:30 – 09:01 – The View of Authors on Publication Extenders
Amanda feels that there is an opportunity to standardize the use of publication extenders and to share metrics about their value with authors. Frequently, authors who are both creators and consumers of content see them as a nice-to-have addition rather than an essential part of the strategy. If we can show them the value and the impact that they can have, then maybe they’ll be more willing to utilize them.
“I think we’re still a little bit early in this process of really standardizing their use. So I’m sure there’ll be lots of change in the coming few years.”
- 16:10 – 17:02 – Challenges in Medical Communications
Publication extenders can help overcome the dual challenge in Medical Communications: reaching the right audiences with easy-to-digest content. Amanda feels that Medical Communications currently don’t reach enough of the relevant audience, including physicians, patients, care providers, and the general public. Also, physicians are time-constrained and need relevant information in easy-to-digest formats with a manuscript they can refer to for details.
“There’s just so much information out there, and there’s not enough time for physicians to read in-depth articles. So I think we really need to think about how we can present information in a more digestible format. And I think visual methods are a great way to do that. And also alternative channels like podcasts or social media.”
- 23:50 – 25:11 – Incorporating Patient Voices in Medical Communications
Amanda explains that she always looks at Medical Communications from a patient lens and that it’s wonderful and critical to keep that perspective front and center as a “north star.” She explains how her company started an initiative where they send out patient cards to the practitioners that they can keep on their desk and read a little bit about a patient’s story and see a face just to be reminded about what we’re working towards. While people in the industry may come from different angles, the ultimate goal is to move the needle forward on improving the quality of life and its longevity.
“I think it’s really important to incorporate patient voices into Medical Communications. At the end of the day, we’re working towards advancing scientific progress for the betterment of patients’ lives, and I think it’s really important to hear their perspectives and to understand their needs and experiences.”