Sponsored content In an exclusive interview, three top executives from HCG – Matt D’Auria (CEO), Greg Imber (President & COO – North America), and Nina Hinchcliffe (President & COO – Europe) -– share their insights on the evolving landscape of medical communications and how HCG is positioning itself to lead in this new era. The critical juncture in medical communications We’re at a critical juncture in this new era of medical communications. What are some of the challenges and changes ahead? Matt D’Auria Matt D’Auria: We’re at a pivotal moment in medical communications. The pace of scientific discovery is accelerating, but so is the complexity of translating these discoveries into practical treatments. One of our biggest challenges is the information overload faced by healthcare professionals. Research shows that 73 percent of HCPs believe pharmaceutical content is not meaningful to clinical impact. We need to bridge this gap. Another significant challenge is the decreasing adoption rates for newly approved therapies. We’ve seen a 20–30 percent decrease over the past five years. This trend underscores the need for more effective communication strategies that can drive real-world implementation of scientific advancements. Bridging the gap between scientific potential and patient outcomes Is there a widening gap between scientific potential and real-world patient outcomes. How are you helping clients in this evolving environment? Nina Hinchcliffe Nina Hinchcliffe: The widening gap between scientific potential and real-world patient outcomes is a critical issue. At HCG, we’re focusing on targeted, audience-centric content creation. We’re leveraging our extensive database of proprietary insights to develop communications that resonate with healthcare professionals and drive meaningful change in patient care. Our approach is about more than just disseminating information. We’re accelerators, ensuring that groundbreaking innovations don’t just improve lives but save them. Every day, we work to maximize impact by bridging the gap between scientific potential and real-world patient outcomes. Aligning pharma companies and agencies for maximum impact There is a convergence between people, purpose, science, and technology. How are pharma companies and agencies aligning to have the greatest impact moving forward? Greg Imber Greg Imber: The convergence of people, purpose, science, and technology is reshaping our industry. We’ve developed our specialist Powerhouse model to enable hyperconnected, targeted audience engagement and health impact. This model aligns our expertise in Commercial & Marketing, Medical Affairs, Publications, and Regulatory to deliver holistic solutions for our clients. Collaboration is key in this new landscape. We’re working closely with pharma companies to ensure that their innovations are effectively communicated and implemented in clinical practice. Our focus is on creating synergies that move medicine closer to patients and accelerate the impact of science. Key elements in effective scientific storytelling What are some of the most important elements in generating scientific storytelling that moves people? Matt D’Auria: Effective scientific storytelling is about more than just presenting data. It’s about crafting narratives that resonate with our audiences. We combine rigorous scientific accuracy with compelling storytelling techniques to create content that not only educates but inspires action among healthcare providers and patients Our approach to scientific storytelling is deeply rooted in our understanding of human behavior. By leveraging our insights, we can develop more personalized communications tailored to healthcare professionals’ specific needs and challenges. This insight-driven strategy enables us to support HCPs in confidently adopting new therapeutic interventions. The role of AI in HCG’s process Where does AI fit into HCG’s process? Greg Imber: AI is a game-changer in our industry. At HCG, we’re already harnessing AI in all phases of our workflow. This includes everything from landscape monitoring and insight generation across everything from publications to social media, to personalization of digital content, content review/checks prior to medical and legal submission, and so much more. The great news is that these tools are already driving efficiency and more impactful communications today! As part of Omnicom Health Group, we are lucky to have access to this incredibly powerful suite of healthcare AI tools, known as Healthy.AI, that makes it possible for us to be on the forefront of the AI revolution while ensuring the proper diligence and safe-guards are in place for responsible and compliant use. HCG’s transformative journey and future outlook Discuss HCG’s transformative journey over the past year. What are you most excited about moving forward? Nina Hinchcliffe: Over the past year, HCG has undergone a significant transformation. We’ve reorganized seven smaller agencies into a single, powerful entity with a clear purpose: to accelerate the impact of science for our pharmaceutical clients. This strategic move has positioned us not just as a service provider, but as a true catalyst for change in the industry. Looking ahead, I’m most excited about our potential to drive measurable impact in medical communications. We’re evolving our approach and activating bespoke frameworks to evaluate progress against our clients’ strategic goals. Our vision is to empower individuals with the latest advancements in health, ensuring that the incredible scientific discoveries being made today translate into real improvements in patient care tomorrow. Matt D’Auria: As we move forward, our focus remains clear: to move medicines closer to patients and accelerate the impact of science. We’re not just responding to change; we’re driving it. In a world where health care is moving fast, HCG is moving faster, and we’re excited to lead the charge in turning scientific potential into real-world impact. For more information, visit HCG or contact Matt D’Auria at mdauria@hcg-int.com The post HCG executives discuss the future of medical communications appeared first on PharmaLive. {Categories} _Category: Takes{/Categories} {URL}https://www.pharmalive.com/hcg-executives-discuss-the-future-of-medical-communications/{/URL} {Author}Administrator{/Author} {Image}https://www.pharmalive.com/wp-content/uploads/2024/12/Greg-I_headshot-180x180.jpg{/Image} {Keywords}December 2024,Issue Archives,Marketing & Advertising,HCG,Med Ad News,sponsored content{/Keywords} {Source}POV{/Source} {Thumb}{/Thumb}